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How artists can effectively use email marketing.
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Email Marketing for ArtistsJune 15, 2010
Jim Kelly
DialogWorks, [email protected]
415-824-8890
http://www.slideshare.net/dialogworks/artspan-emailworkshop-20100615
Outline
1. Examples2. Design and Implementation
• Why?• Who? • What?• When?• How?
3. Miscellaneous: Spam, Privacy, Multiple Channels (Social Media)
Examples
Examples
Examples
Examples
Examples
Examples
Design and Implementation
1. Why?2. Who?3. What?4. When?5. How?
Design and Implementation – Why?
Goals: • Keep in touch• Raise awareness about your work• Attendance at events• Sell work• What else?
Design and Implementation – Who?
• Friends, family• Colleagues• Past buyers• Future buyers• What other types of people, groups?
List Development
Co-MarketingEmail signup is prominentForward to friendMake content relevant, useful – wanted
Database – Excel, Access
Signup Forms
Why should people signup? Benefits to them?FrequencyShow example message(s)Have standard welcome message at the readyPaper signup page should indicate what is being signed up for, benefits.
Design and Implementation – What?
Keep in mind audience behavior you’re looking for (goals)What are call(s) to action?• New work• Your news• Shows• Art events of interest• Methods, techniques• Commentary, opinions• Images• What else?
Message Design
• Tone: Artistic, Quirky, Professional, Casual, Fun, Exciting, …
• Scannable• Readable • Simple• Reusable template• Headers – From Name, Subject line
Design and Implementation – When?
How often will you send messages?• Weekly• Monthly• Event driven
Design and Implementation – How?
HTML and text-only versionsImage processing, hostingQA testingProcess, checklist
Email SystemBasic Features:• List Management• Registration Page• Profile Management, Unsubscribe Management• HTML messages, HTML editor• Bounce Handling• Reporting
Constant Contact, Vertical Response, Outlook, …
Other Software Tools
Database: Excel, AccessHTML: DreamweaverImages: Photoshop
Reporting
SubscribesSentBouncesOpenClicksUnsubscribes
Spam, Privacy Issues
Existing relationshipExplain why person is receiving the messageHandle unsubscribe requestsDo not share email addresses without consent
Multiple Channels
Complement, reinforce each other:WebsiteEmailMobileFacebookPostcardsCalendar listings
Why should a person become a friend or like your page? Benefits to them? Don’t just ask people to follow you, “sell” them.
For non Facebook users, provide general information about them: purpose, benefits, how to signup, how to effectively use.
Some Keys to Success
• Have a communications plan – basic schedule of what you will send.
• Sign up for various messages, pay attention to what you like, don’t like and why
• Relevant, useful content• Simplicity
http://www.slideshare.net/dialogworks/artspan-emailworkshop-20100615
415-824-8890
