Email Addresses – Collect ‘Em All
It’s great to grow your social following. Even better if they click through to your website. Often followers won’t buy on the first visit. That’s why collecting email addresses is important. The more times they see your social content, visit your website, and read your emails, the more likely they are to buy your artwork or see your exhibit.
The great thing about email is that you are your own social algorithm. No need to worry if a social network is limiting who sees your views or what you need to do to increase the chances you’re found in a search query.
First things first, collect your follower’s email addresses in an organized manner.
Email Address Collection Strategy
It’s a much easier ask than for sales or donations. That’s why it is a good place to start when thinking about growing your creative practice.
The first step is manual: collecting email addresses in a single location such as a notebook, journal, or spreadsheet doc. Most email lists start with the obvious… friends and family (they can always opt out later). Think about colleagues, sign up lists you’ve used previously, patrons, and others who have collected your art. Try posting an email sign up list at events you’re vending, outside your studio, and alongside public exhibitions of your work.
The next step is automatic: What if you could collect and save email addresses without having to be present? Try adding an email collection modal window to your website. Modal windows can be added to the header, footer, or a central pop-up that can be closed at any time. For example, check out Pop-up Domination. Customize every aspect of email collection: where it displays on the screen, when it appears, how frequently it appears, color, text, and size. Pop-up Domination not only connects to your website, but also to whatever email marketing service you use (Mailchimp, Constant Contact, AWeber).
Try Pop-up Domination free for up to 14 days. Remember to post new content and share it on social media during the free trial so you get a sense of the difference when traffic is being driven to your site.
Remember that you should have a thoughtful strategy for growing your creative practice. The process is different for everyone, but there are some basic guidelines to follow if you are not getting the results you want. Most important is to always be creating more art. Share snippets of the details on social media that link to your website or sales platform. Provide additional detail on your website or sales platform. Collect visitor’s email addresses. Share email updates which educate your followers about why your art is special. Continually drive followers back to your website. Provide a means for followers to make a purchase or support your art in some way.
Todd Hestand, Founder, Side Arts, is an independent artist and business adviser. For over eight years he has served as the Manager of the Corzo Center for the Creative Economy where he works with thousands of artists, crafters, and performers. His role includes individual consulting, teaching courses, and developing programs for entrepreneurially-minded artists. Click here to learn about consulting services.