Email marketing is probably the most effective way to keep in contact with your customers. Compared to social media, email marketing is MUCH MORE effective in keeping your products and business in the mind of your buyers and potential customers.
I know so many talented artisans and professional crafts people who create such beautiful products, but have no clue where to start with their email campaigns.
If you are one of those people, you are not alone.
Artsy Shark published an article, by Mckenna Hallett which lists some good tips to help you get started:
So, how do you get your marketing on track? How do you start creating professional email marketing campaigns that get real results?
- Get on board with a professional email service provider like .. Aweber, or Vertical Response to name a few. Even Mail Chimp can work if you have some technical skills and strong marketing abilities already. …
- Get your lists uploaded. Consider segmenting them into clients, admirers, acquaintances, friends, family, co-workers, and anyone you think might enjoy an occasional email from you. …Remember, your collectors love to hear about your ambitious career adventures. It reminds them that you are a professional and very serious about your art.
- Have a specific date in mind for a promotion. Grab a calendar and pick a date in the distant future. … People will use any nudge to justify buying a beloved piece of art!
- Create a campaign incorporating that specific date. It can be a national holiday, or an event or show you will be at, or a “because.” As in, “I am excited to share this latest creation because it’s the largest copper engraving I have ever attempted.” or “because this is the first in a new series I am starting this year.”
- Don’t think about selling as the core message. You will not be “selling” per se, but you will be sharing and letting them know, of course, that you have art for sale. They always need to know that you are staying in touch in order to entertain and keep them “in the loop.”
- Send an email every month at a minimum. You will send additional emails from time to time. Those will often be “special announcements.” Do not wait until your regularly scheduled email monthly date to announce you just got a commission for a large public space. Keep BIG news big! Sending 16 to 18 emails a year, is nothing compared to other social media outreach, right?
- You are making friends and influencing people. Ration your selling. One email out of four emails can be a harder push. That occasional push is essentially your reason for all the other emails. As they have gotten “no strings attached” correspondence, they will not be offended when you occasionally make them an offer they can’t refuse.
- Have a specific ending date and make it clear there are consequences if they don’t act in time. Whether it’s a show date or the last possible day that you can ship and guarantee delivery in time for (a special holiday), you must include that in your campaign. Urgency is a very important tool in marketing!
- You must send a 24 to 48 hour reminder: A Last Chance or Don’t Forget email is often the most important one. You will actually get replies from people thanking you!
- Don’t try to write a novel. Keep the message simple and send them to your website to get the rest of the story. This will greatly influence sales; an email is like a flyer on a bulletin board. Make sure you have the “tear off” contact information.
If you haven’t already set up your email campaigns, there is no better time than now!