artspan workshop: email marketing for artists

Email Marketing for ArtistsJune 15, 2010

Jim Kelly

DialogWorks, Inc.jkelly@dialogworks.com

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

Facebook

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

Jim Kellyjkelly@dialogworks.com

415-824-8890