In our social media-driven world, should you be working to collect an email address from your website visitors and clients? Absolutely! There has never been a better time to commit to an effective email mailing plan as a part of your overall art marketing strategy.
With all of the social media platforms available to us today, I get this question all the time from folks like Misty, one of my podcast listeners, "Matt, do I really need an email list, and if so, why?" It's too easy to fall into the trap of thinking, "All I need is Facebook. All I need is Instagram. All I need is YouTube." And as much as I would love for this to be true, today's art entrepreneurs need to use a variety of tools if they want to create meaningful and profitable connections with their social media followers.
Don't Keep All Your Marketing Eggs In One Basket
I have been in the art marketing game long enough to realize that technology platforms, specifically social media, make significant changes without warning, often at a moment's notice.
Companies routinely change their algorithms, what THEY think is important, which impacts what their users and your followers see in their social feeds. And when this happens, all of the organic connection you've worked so hard to build could disappear in an instant.
Next to your website, your email list may be the most crucial marketing tool YOU OWN. And I say, "you own," because unlike the following you've built up on social media, you have complete control over the connections you cultivate with and content you deliver to the social followers and customers who have opted-in to your email list.
If the unthinkable happened and your social media accounts stopped being useful, you would still be able to use email to stay connected, create interest, inspire people, and bring them to an event, class, or sale.
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Building Your Email List
It all starts with building your list, giving your social followers a chance to become a bigger part of what you are doing. One of my favorite tips that I share with my Created to Thrive Artist Mentoring Program is to offer their casual followers a free resource.
I use an offer similar to this on my website, podcasts, and in my blog. The embedded link takes visitors to a landing page where they are asked to share their first name and their email address so that I can send them this free resource. Feel free to click the picture to see what I mean, plus you'll get a great free resource.
Your Invitation to Cultivate the Connection
The other thing I love about building an email list is this: When a person gives you their email address, they are telling you they are interested in what you do, but more importantly, they are inviting you into their world.
Think about it in these terms. If you owned a gallery on the main street in your town, you'd showcase your most impressive pieces in the front window of your shop as a way to capture the attention of folks passing by.
But thriving art businesses aren't built upon the passers-by but by the folks who come into your studio. Once someone has come in through your door, they are looking to learn more, giving you a chance to build a connection and potentially gain a client.
In some ways, social media is the online equivalent to an attractive window display. It's great when you get those likes, comments, and shares, but once a social follower opts-in to your email list, you then have the opportunity to connect personally. They effectively permit you to push that send button so that you can connect with them directly in their inbox.
Once you start building that list, be faithful to cultivating that connection through weekly or biweekly emails and monthly updates. Use email campaigns to reinforce what you are doing on social media and introduce them to new concepts you're working on, collections you've completed, or classes you're planning to teach.
Got Questions? I'd Love to Answer Them
I sure hope this has been helpful. If you have a question for me, I'd love to answer it here in my blog and on a future episode of 5-Minute Mentoring. Just stop by my podcast page and leave me a voicemail. Thanks for reading.
Matt Tommey is an artist, author and mentor who is passionate about empowering artists to thrive spiritually, artistically and in business.