Why should you have an email list?
Without having one, you’re losing out on sales and today I’m going to give you 5 reasons why building your mailing list should be in your top priorities when developing yourself as a successful professional fine artist or creative entrepreneur.
1. You cannot rely only on social media platforms Building your followers on social media is crucial but let’s not forget that you don’t own these platforms. We’re not sure if someday in the near future Instagram or TikTok will disappear or just change so drastically that it makes no sense to have a presence there anymore, a recent case in point being Twitter. Nevertheless, your mailing list is completely yours and no one is going to take it from you anytime soon. This is why it is important to treat it as an asset. Likewise, most people do have an email so the only thing you need to do is learn how to communicate in an authentic way and give value to the people who have subscribed to your mailing list. 2. People won’t miss out your content and news Many people who follow you might miss out your posts and stories on social media if they’re not connected at the right time, however, with emails, this is not the case. On average, people check their email 15 times per day, or every 37 minutes (Plummer 2019), which means that they will not miss out what you send them.
3. Stand out from your competition
In today’s hyper-competitive art market, you should find ways to stand out from your competition. One way to do it is to give the people who find you and your art a reason to stay in touch with you. You can easily provide value to them by sending regular emails with valuable content, special offers and exclusive access to your works.
Not only will this make you stand out from your competition, but will also increase your authority and professionalism as an artist. 4. Know who is genuinely interested in your artworks
I have noticed in some artists there is fear of rejection: what if people unsubscribe after sending a carefully crafted email? The thing is that it’s great that they do that because you need to identify and focus on the people who are genuinely interested in your work and content. Unsubscribers are not the right customers for you and the sooner you identify them, the quicker you’ll be able to focus on who matters.
Another piece of advice, every time you organise a show, leave a book of notes so that people attending the exhibition can leave their email addresses. Next time you have an event, you’ll invite them and most likely a percentage of that people will buy something from you as they’re already interested.
5. You’ll increase your chances of selling
Regular, and perhaps most importantly, direct communication with your current and potential clients is key to close sales because by staying in touch with them, you will start building trust and on-going awareness about you and your artworks.
Perhaps not everyone is ready to purchase something from you right now. But they might come back later at some point more convenient to them, this is why maintaining constant communication with them will increase the possibilities of securing art sales.
Have you started growing your mailing list? Let me know in the comments below or message me on Instagr if you’d like me to answer any questions you may have.
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