This is not the post I want to write right now.
I would prefer to write about how you are going to grow your email list, how you are going to optimize for the email conversion, how you are going to measure email conversions with confirmation pages, how to setup confirmation pages, how to add those as goals to Google Analytics, how to write a great sales email, how to leverage autoresponders, how often you should be emailing, why you need to add all of your previous customers to your email list, etc, etc.
All of which we are going to cover.
Because email marketing art can be, will be, and should be one of your most valuable marketing channels.
Yet most folks in the art community either aren’t doing it, don’t do it enough, or are doing so incorrectly.
Therefor, I feel before I can write those posts, I need to get your buy-in and agreement that your email list and email marketing are really that valuable.
So permit me to make the case – I’ll show you what the big boys are doing, and attempt to give you a nudge into taking action today on kicking your email marketing into gear.
I mean it’s not like the holidays are coming up or anything right?
“They” like to talk a lot don’t they?
Normally what “they” say is:
Let’s look at the hard stats. Of course I am going to cherry pick a few of my favorites.
Econsultancy ran a 2014 report and found…
Revenue from email has increased proportionately by 28% in one year.
Email marketing was ranked as the best channel in terms of return on investment, with 68% of companies rating the channel as ‘good’ or ‘excellent’.
On average, companies are attributing 23% of their total sales to the email marketing channel, compared to 18% in 2013. This equates to a proportionate rise of 28% in just one year.
As well as many others — spoiler alert… they pretty much ALL come to the same conclusions. One last quote for good measure…
[I am still massively bullish on Facebook – when done right – but those are the stats for most]
If you’re wondering why marketers seem intent on e-mailing you more and more, there’s a simple explanation: it works. E-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined (exhibit). That’s because 91 percent of all US consumers still use e-mail daily,
Email is so effective because it is permission-based. They know you and are bought in. And, with the prevalence of smartphones and tablets, they’re always listening. In fact, email is the number-one activity for people on their phones.
How many times have you checked your email today?
The average person checks email 15 times a day
Don’t believe the fancy pants experts? Well let’s look at ASF and see what our stats look like.
We are neither experts nor are we wearing fancy pants.
Traffic to the ASF Blog over the month of September 2015.
Let’s assume the combination of the experts and our own stats have you warming up to the importance of email marketing and email as a channel.
Let’s build upon that with what the big boys are doing.
Lets define them as Art.com, Saatchi Art, and UGallery for the sake of this post and also simplicity. Three outfits that are all selling a ton of art online.
So how much email do they send?
In the month the September here was the frequency.
Art.com — 20
Saatchi Art — 7
uGallery — 9
20 a month sounds crazy right?
In order to make this a little bit more visual I want to introduce you to another technique we use here at ASF in order to study what others are doing in the market.
Coming up with email ideas can be challenging.
What type of discount should you offer? What about time urgency? What about creative?
In these situations, it can be incredibly helpful to breakdown what others are doing in the market.
So checkout the Email Marketing Frequency Report we have generated for the month of September.
For this particular report, we opted in for the email lists of the three major brands: Art.com, Saatchi Art, and UGallery. Then – we waited.
As the emails came in, we pulled out the time sent, subject line, pre header, offer, and urgency, and even the button text on their call to action. We even included links or screenshots to the actual, full emails they sent for a complete visual reference.
We threw all that information onto one easy to navigate page, and we’re making that page available to you to study and learn from, as we do.
You get both a visual snapshot, as well as the ability to click through to the actual email sent.
Wonder why these guys send so much email?
Its working, that’s why.
So it begs the question…
Let’s start with the basics.
Open a MailChimp account (or pick a provider of your choice).
Gather up all of your contacts’ email addresses: previous customers, email correspondence out of your personal account, all those business cards from your art shows, any old invoices you might have in shoe boxes. If they have interacted with you about your art at any point, add them to your list.
Start small. If you have never sent an email then send one. If you have sent one then send two. So on and so fourth.
There are a world of other things I can’t wait to blog about here next on this topic, so look for those coming in rapid succession.
Hopefully this post has you motivated to get started, and with the holiday season fast approaching there is no time to waste.