Want to understand more about Email Marketing?

Earlier this month I was invited to speak to the Ellicott City Arts Coalition (ECAC) on Email Marketing. I've spent much of the last few years learning about this subject through research, practice, and testing what works and what doesn't work. 

Since a couple of other groups have also asked me to speak on this topic and other business of art topics, I decided it was time I put together a class.  I have the longer three hour class on Online Marketing that includes: Social Media and Newsletter, but I also have a shorter one hour session that covers just Newsletters that covers:

• The importance of newsletter marketing
• The frequency of the newsletter
• Content
• Email newsletter Services
• Branding you and your art
• Getting a list 
• Getting readers to subscribe

I have heard too many webinars or attended classes that spoke in such generalities it was difficult to get a grasp of what to do, so I included examples to help bring reality to the information.

ECAC is composed primarily of small business owners, so we didn't spend time discussing how their goals affect the content of their newsletter, but knowing your goals and having a plan for achieving these goals is an important element to determine what to include in your newsletter and what not to include.  If a subject won't help your goals, then don't waste your time including it.  Also consider your target audience: is it customers who have purchased from you, prospective customers, friends, gallery owners, the press? 

Be sure to focus on what your audience needs, not sales. Some say not more than 20% of your content should be sales oriented or you risk losing your readers. Pay attention to your open rate (the percentage of those who receive the newsletter open it) and click rate (the percentage of those who open the newsletter follow a link in the newsletter.) Obviously getting the newsletter opened and not deleted is the first goal. Since your readers must opt in they likely open the first few newsletter they receive, but do you retain them as readers? If you have a variety of audiences be sure to segment your email list to sent the appropriate content to each reader type.

The average open rate for the arts and crafts industry is about 17%. I have managed to achieve 45 - 55%, but I pay a lot of attention to who opens the newsletter and the links they click. When I see the open rate begin to decrease I evaluate what people are exploring further (i.e., which links do they follow) and which aren't of interest. As long as you pay attention and tailor your content to the audience, you will do well. 

If you feel you don't know what to talk about, there are lists available on a variety of blogs that provide suggestions. 
Tip: I've found that when I think of a new content idea, I immediately place it in my next newsletter as a reminder. A few days before publishing the newsletter I review the content removing what seems of lesser importance and refining what I decide to keep. 

My husband serves as my proof reader. His critique has improved my writing style so there are now fewer and fewer edits necessary. If you don't have a family member who can proof your writing, find someone. Thoughts from someone else can only help.  It is nearly impossible to proof your own work, so a trusted editor is an important person to have. 

Interested in April's artwork or taking one of her classes? Consider becoming a Studio Friend by signing up for her twice-monthly email. April segments her newsletter so you can select topics you'd like to hear about when you sign up. For those who Select the General Interest topic you will receive emails about twice-monthly. If you are only interested in classes, then the emails will be much less frequent discussing upcoming classes and how to register. Select as many topics as sound of interest. Thank you for your support of April M Rimpo Art. And don't worry you can unsubscribe at any time if you decide its not for you.

Contact April and see more of her art on her website

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