10 simple ways to build your email list
In response to the original ‘all SHE Makes’ post inviting suggestions of possible topics for this monthly column, one artist asked my opinion on which platform I thought artists should be working to build a presence on next. While I’ll answer that question more specifically in a future article, it’s been on my mind quite a bit lately, especially with the recent announcements made by Instagram. Although founder Adam Mosseri stated via a recorded video that “We’re no longer a photo-sharing app”, the accompanying caption on the post read “We’re no longer just a square photo-sharing app.” Without ‘just’ the meaning of that sentence is significantly altered, which rightfully had artists, influencers, and other creators in a flurry about what the future of their accounts would look like.
Regardless of what these updates will bring in the next six months to a year, an announcement like this reminds us that for as much as social media can help grow our audience and support our business, it can change at any moment. So while it would be nice to be ahead of the curve on a new trend or app, it also never hurts to invest time and effort into parts of your business that you own and can control: your website and email marketing. I’m such a nerd about the latter and love sharing what I’ve learned over the years. So if you’ve been wanting to spend some time developing your newsletter list - or you haven’t started one yet (do it!) - here are ten tips for growing your audience of subscribers.
1. Have signup forms in multiple locations
For the gallery mailing list, I have various signup links located on the home, about, FAQ, and contact pages of our website. Then there is at least one link on each social media channel as well. It is statistically proven that if you are able to get people on your mailing list, they’ll be much more likely to buy from you. So don’t shy away from promoting your list and making it easy to join.
2. Add a popup to your website
Not everyone is a fan of this technique, but you see it so often because it works. You can use your email provider to design one that fits your aesthetic and therefore won’t be as distracting.
3. Use the fishbowl technique
This is geared towards in-person events, but never forget to collect email addresses when you have a live show, fair, auction, studio tour, etc. You’ve probably seen empty fishbowls left out on a desk where people can drop their business cards (usually for a contest, which we’ll get to in a moment), but more generally speaking, you can even just have a notebook or iPad so that people can leave their contact information if they are interested to keep in touch with you. Bonus tip: if you are letting people handwrite their emails, take a quick peek before they walk away to make sure that you can read what they wrote!
4. Make a special offer
This can be an easy way to entice potential new collectors to join your newsletter. A common offer is a 10% discount on a first purchase, but if you prefer to be more exclusive, it could be 10% off on prints only, art over a certain price point, or purchases of more than one piece. You could also consider a ‘buy one, get one’ type of offer as well as free shipping. Think about what you feel comfortable offering and which incentive your audience would be most excited about. You can always experiment by using different offers with different links and seeing which gains the most traction.
5. Give access to exclusive content
Also keep in mind that an offer doesn’t have to be monetary. If you say that you’ll share extra process videos, blog posts, or works that will only be available to subscribers, that can certainly be a big enough draw for people to join your list.
6. Allow subscribers priority
Similarly, there are many artists and galleries that give those on their email list first access to sales and any new artwork. Especially if you are likely to sell out a collection, this is a great way to encourage people to join your newsletter. This can also apply to events with regards to who gets your invites and VIP passes before everyone else!
7. Run a giveaway contest
While many contests on social media are used to build followers, consider adding ‘join my email list’ as a way people can enter or receive bonus entries. Remember that giveaways don’t have to cost you a lot of money and can be done with lower-ticket items like prints and stickers.
8. Create a freebie download
This is probably one of my favorite techniques as it can bring in really engaged subscribers when done right. Take a moment to think about what kind of knowledge you can share with your audience. You don’t have to come up with a topic where you’re an expert, just something that you can share tips, insight, opinions, or advice about. For example, maybe you’re a practicing ceramicist and other artists in your community are always asking you about the tools and materials you use. Spend a few hours writing them down (if you have affiliate links, you can even use this to earn extra $) and designing a quick guide (I use Canva). Once you have your PDF together, link it to a landing page. You can then make an announcement on your website and social platforms that anyone wishing to get your insider tips can get your free guide simply by signing up for your mailing list. Other ideas for freebies might be business-related advice, process tips, and so much more. Once you have your topic, come up with a catchy title: “5 Must-Have Tools…” or “The 3 Biggest Secrets To…” or “An Ultimate Guide To…” Bonus tip: This method is also really useful for service-based businesses, like if you also teach classes or offer consulting in addition to your artwork sales.
9. Support the above with ads
If you’re doing the above, but are only working with a small social media audience and/or limited website traffic, it will take a while to see your subscriber base grow (which is okay!). Boost your results more quickly by investing in social media ads that promote your special offers and discounts, giveaways, or freebie downloads.
10. ASK
Finally, and don’t underestimate this one, just ask people. No, really. Occasionally use the question function on IG stories to ask for email signups. I get at least a few every time I’ve done this. Additionally, if you’re having a great conversation with someone at your opening, don’t hesitate to invite them to join. If you feel it helps to caveat the offer with - I hate getting tons of email so I promise not to send messages too often - that’s fine, but also know that the people who agree to subscribe do so because they want to hear from you! Finally, if you’re making a sale online or have been exchanging emails with a curator or writer you admire, feel free to send a polite note asking if this person would like to be part of your list to keep up with your studio news and announcements of new work.
“Thanks so much for your recent purchase (or for featuring me in your recent exhibition or article). I’m glad you’re a fan of my work! Would you be interested in being added to my mailing list so that you can stay updated about XYZ? Please let me know, I’d be happy to add you!”
(You can use this as a guide, but make it your own!)
It’s as simple as that.
Cheers,
Alicia
Connect with me @pxpcontemporary or @puigypics if you have any questions or comments and see even more of my writing at www.aliciapuig.com. Until next time!
