Newsletters are a terrific way to keep in touch with clients and art collectors. My entire business was build around one newsletter for artists. But, how best to send them these days is a mystery. In Cultivating Collectors, I outline e-newsletters and print versions. While the formats are different, the content is pretty much the same.
The big debate is whether to send your email newsletters as HTML or plain text. For the first time, the Art Marketing Action newsletter was sent out as HTML this week. It was gorgeous! (Thanks to Pat Velte!)
In addition to being better looking, sending in HTML allows me to see the percentage of newsletters that were actually opened. (If I wanted, I could also check out exactly who is opening them, but who has time for that?!)
On the downside, I can see that not everyone–by a longshot–is opening the newsletter. Today is Friday. As of this posting, Monday’s newsletter has been opened by 41% of my subscribers.
On the upside, sales are up this week! Of course, this is common for ArtBizCoach.com. I guess everyone is making their New Year’s resolutions to get their art business into shape. Time will tell if the HTML version helps boost sales.