13: Art Business Tip: 10 Steps To Create An email newsletter for your art business

art business tip art marketing email marketing
 

10 Steps To Create An email newsletter for your art business

In the previous article, we covered what an email newsletter is, why you need it and 4 use cases to consider when communicating with your art patrons.  In this article, we are going to cover 10 steps to create a successful email newsletter for your artwork.

Let’s jump right in!

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Without further ado, let’s jump into the 10 steps to create an email newsletter.  

Step 1. Decide on the style

What’s your goal for your newsletter? Choose the use case and format that’s best for your needs that we discussed in the previous article "How to create an email newsletter for your art business".

Step 2. Create an editorial calendar

Most email newsletters are published daily, once or twice a week, or once or twice a month. If you’re just getting started, be conservative. Pick a schedule that you can maintain even in your busy season. 

Then choose a schedule. Maybe it will be every Tuesday at noon. Or Mondays and Thursdays.  The key is to be consistent as to when you deliver the email so that your subscribers can anticipate the emails. 

To plan your content, create a simple editorial calendar in Google Sheets or your favorite productivity app. When you have an idea, drop it in the editorial calendar. After you’ve sent it out, mark it complete.

Positive Painter Online Artist Community Members will have access to an Editorial Template and Planning Tool that I created in both Google Spreadsheet form located in the Art Business Resources.  

Step 3. Choose an email template

A template helps you create a professional newsletter without having to know code. When you choose an email provider, they will have many templates for you to choose from or you can customize one for your own purposes.  

You don’t have to use the same format in every email. But it’s a good idea to follow the same basic template so your branding is consistent.

 

Step 4. Choose a subject line

The subject line is as important, if not more important, than the content in the newsletter itself. It’s the first thing people see and can make the difference between it getting opened or deleted. 

A good subject line is like the headline of a sales page. It should build curiosity and suggest that there is value to opening the email.

WARNING: Do not resort to cheap tactics or a clickbait approach. This is frustrating and will cause you to lose trust with your subscribers. 

For help coming up with good subject lines, use a swipe file like Digital Marketer’s 101 the best email subject lines

 

Step 5. Use alt-text with your images

In an email newsletter, Alt text is critical for engaging all your subscribers. “Alt text” is a short description of an image added to the code of an image. It helps:

  •  search engines and screen readers understand what the image is about 
  • AND some inboxes don’t display images, 
  • And some subscribers are visually impaired. 

For all these reasons, the alt-text helps the reader engage with the content, even when they can see the images. 

 

Step 6. Comply with email regulations

Email compliance is nothing to be trifled with. Many email platforms are designed to keep you compliant. But it’s wise to be informed, so you don’t accidentally overstep. Already there are strict guidelines that protect consumers from SPAM and the misuse of their personal information. More regulations are likely on the horizon. 

To ensure your newsletter is delivered (and avoid fines and prosecution), you must follow these rules. Here are the most important email regulations, with links to learn more about them:

GDPR – EU https://gdpr.eu/data-privacy/ 

CCPA – California https://oag.ca.gov/privacy/ccpa 

CAN-SPAM act – USA https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business 

CASL (Canada’s Anti-Spam Legislation) – https://crtc.gc.ca/eng/internet/anti.htm 

Privacy and Electronic Communications Regulations of 2003 – UK https://ico.org.uk/for-organisations/guide-to-pecr/electronic-and-telephone-marketing/electronic-mail-marketing/ 

Again, email service providers work to remain compliant with these laws so that you can create content. Do your research on your provider and if you have questions about compliance contact the email service provider. 

 

Step 7. Make sure your email is mobile-friendly

According to 99Firms.com, 85% of users rely on their smartphones to check their email. Today, to engage with your followers, it pays to have a mobile-first approach to layout and design (after all, who here read their emails in bed….?)

Make sure you use a responsive template. It should reformat your newsletter, depending on the device your reader is using. That ensures it can be read without pinching, scrolling, or turning.

 

Step 8. Optimize your images

Image optimization is about reducing the file size of your images as much as possible without sacrificing quality so that your page load times remain low and will load appropriately with email clients.  Email Clients like google, hotmail, outlook etc., vary when it comes to displaying emails.

This can mean that different email clients will display your email up to a certain size.So when an email is larger than the email client supports, they will include a button at the bottom of the email allowing the recipient to "View Full Email" when clicked.  You want to make your emails accessible without additional action.

One method of minimizing your email size is by compressing your images.

Compressing your images

Compressing your image sizes can greatly enhance your user experience for both your emails and your pages. I recommend utilizing free image compression tools like ImageOptim or imageresizer.com:

 

Step 9. Send a test email

Send a test email to yourself or someone you trust before sending it to your entire list. You want to confirm:

  • The email is formatted properly
  • The layout is easy to read on all devices
  • There are no typos or major mistakes (like broken links - I’ve been guilty of this one…)

 

Step 10. Set up your confirmation email

Confirmation emails are automated emails that confirm an action taken by the user. They also kickstart the relationship you’re attempting to build with your subscriber by starting a one-on-one conversation. 

When you create your subscription form, take a minute to craft a personal confirmation email as well. That will start your new relationship on the right foot.

 

Your homework: 

  1. If you don’t have an email service provider, do some research to find an email service provider.  If you are looking for a recommendation, I prefer ConvertKit (affiliate link) which is free for up to 1000 email subscribers.  
  2. Register to attend the Email Marketing Lunch and Learn scheduled for 5/13/2021.  If you are reading this after 5/13/2021, the replay is available to Members of the Online Artist Community, you can join today and gain access to this and so much more. 
  3. Community Members, you can go to the Art Business Resources of your Library and download the Email Marketing Planning Template in the form that you prefer. 

That’s a lot for this week!  Next week we are going to cover 10 Ideas for Artist Email Newsletter Content.

So here is a shout-out: subscribe to my newsletter, conveniently located in the show notes and in the bottom of this blog post, follow me on Instagram, subscribe to my YouTube and until next time, stay safe, happy and healthy AND happy creating!!!

Acknowledgments

This presentation contains images that were used under a Creative Commons License. Click here to see the full list of images and attributions:

https://link.attribute.to/cc/2124983

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