Newsletters...writing one is a good idea but do you actually know how to begin?How often should you do one? I can't write or I have nothing to share, I hear this all the time. I've helped create a "few" newsletters! And here are some of my tips to help you get started.
- The Basics
Many also include artwork and news that I've already seen on social media. No real fresh content and it feels like they are scraping together information just to say that they sent out a newsletter. Not to say that you shouldn't include this but if it's just copying and pasting what you already shared everywhere else, what's the point? A list of accomplishments, i.e. I did some paintings and I'm offering a workshop isn't enough. These are the newsletters that I quickly hit the unsubscribe button. I'm not saying that repeating information isn't good, it's just that it can't feel like leftovers, reheated and served on a paper plate. Keep it fresh and have a little fun.
- Always include an Introduction
- Don't Copy Someone Else
- Share Yourself
- Know your Audience
Let's talk Subscribers for a minute. It isn't about getting a certain number of subscribers, it's about having the right subscribers. Are you just asking people on Facebook to sign up for newsletter without really thinking through you are targeting? If your Facebook friends are people that you know or are collectors/students great. Not saying that getting people to sign up from Facebook is bad but if that is your primary source of subscribers and you really don't have a strong connection to them, that probably won't turn a whole of lot of sales. Get off the computer and get out into the world. Think outside of the box.
- Let's Talk Design
Yes, I know we are artists and most of us LOVE color but remember it's your ART that you want to highlight. I realize that purple might be your favorite color but trust me it won't make your artwork shine. On the other hand, black or dark backgrounds with light font doesn't work either. Bullet points with links are a great way to get your point across. It allows your audience to quickly scan the content. If you want to share a blog post, don't copy the entire post, just add a teaser, an image and then link to your blog. It's a good way to direct your readers to your blog, otherwise they may never visit it.
Keep it clean, simple and well written. You aren't writing the next great American novel. You're just sharing what is happening with your art. Make it easy to read, no "cute" fonts, well formatted and don't include the entire color wheel.
- CTA (Call to Action)
- Don't Oversell
- Be Consistent
- Test your Newsletter
- What's Irritating
I have the privilege to work with Haidee-Jo Summers and Johanna Spinks in bringing their newsletters to life. They both have very interesting newsletters that highlight their talents as well as sharing something about themselves as artists. We worked together to choose a tagline that quickly spelled out something about them as well as making sure the content was relevant and engaging. I can't take the credit for much of the content. These two artists have a strong sense of themselves and their audience and were thoughtful about what they shared. Please check out these very talented ladies and see what they have to say.
The day that Johanna published her newsletter (first time a couple of years), she heard from two former clients ready to book new portraits. Haidee-Jo has had success in her first newsletter (April) with a high percentage of open/click through rates as well as gaining a number of new subscribers and wonderful feedback. So she is off to a great start.
I hope this post will start the wheels turning for you. Remember there is always a learning curve to creating a newsletter or marketing campaigns. Be thoughtful, creative and professional. Also be yourself.
If you would like help in starting or improving your newsletter,please contact me or visit my website for this and other services that I offer.