ArtSpan Workshop: Email Marketing for Artists

404 views

Published on

How artists can effectively use email marketing.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
404
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Businesses spend a lot on their image, marketing for a reason – it works.My backgroundSocial media gets a lot of attention but email still very much in the mix
  • What do you want out of workshop?Experience doing an email program? If no, why not?Website?
  • What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Sonic living – short, timely notifications, personalized
  • What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Daily good – short, daily, generally about someone doing something good in the world. Decent summary in the message, can click to read more.
  • What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Design Within Reach – Design NotesLongish article about some design point of view, with images. A lot of times related to travels somewhere. Products embedded but not overly salesy.
  • What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Squidlist– daily email of blog posts, quirky, artsy things
  • What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Sfbc – news of interest, toc + articles
  • What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Don’t go to many yoshi’s shows but newsletter has clean layout
  • Relationship building, think for long term.
  • Who is target audience, where to reach them?
  • Don’t ask for information that you don’t need, won’t use or could diminish signups
  • What will resonate with your audience?
  • Set a schedule
  • Keep track, establish baseline, check for anomalies
  • ArtSpan Workshop: Email Marketing for Artists

    1. 1. Email Marketing for Artists<br />June 15, 2010<br />Jim Kelly<br />DialogWorks, Inc.<br />jkelly@dialogworks.com<br />415-824-8890<br />http://www.slideshare.net/dialogworks/artspan-emailworkshop-20100615<br />
    2. 2. Outline<br />Examples<br />Design and Implementation<br />Why?<br />Who? <br />What?<br />When?<br />How?<br />Miscellaneous: Spam, Privacy, Multiple Channels (Social Media)<br />
    3. 3. Examples<br />
    4. 4. Examples<br />
    5. 5. Examples<br />
    6. 6. Examples<br />
    7. 7. Examples<br />
    8. 8. Examples<br />
    9. 9. Design and Implementation<br />Why?<br />Who?<br />What?<br />When?<br />How?<br />
    10. 10. Design and Implementation – Why?<br />Goals: <br />Keep in touch<br />Raise awareness about your work<br />Attendance at events<br />Sell work<br />What else?<br />
    11. 11. Design and Implementation – Who?<br />Friends, family<br />Colleagues<br />Past buyers<br />Future buyers<br />What other types of people, groups?<br />
    12. 12. List Development<br />Co-Marketing<br />Email signup is prominent<br />Forward to friend<br />Make content relevant, useful – wanted <br />Database – Excel, Access<br />
    13. 13. Signup Forms<br />Why should people signup? Benefits to them?<br />Frequency<br />Show example message(s)<br />Have standard welcome message at the ready<br />Paper signup page should indicate what is being signed up for, benefits.<br />
    14. 14. Design and Implementation – What?<br />Keep in mind audience behavior you’re looking for (goals)<br />What are call(s) to action?<br />New work<br />Your news<br />Shows<br />Art events of interest<br />Methods, techniques<br />Commentary, opinions<br />Images<br />What else?<br />
    15. 15. Message Design<br />Tone: Artistic, Quirky, Professional, Casual, Fun, Exciting, …<br />Scannable<br />Readable <br />Simple<br />Reusable template<br />Headers – From Name, Subject line<br />
    16. 16. Design and Implementation – When?<br />How often will you send messages?<br />Weekly<br />Monthly<br />Event driven<br />
    17. 17. Design and Implementation – How?<br />HTML and text-only versions<br />Image processing, hosting<br />QA testing<br />Process, checklist<br />
    18. 18. Email System<br />Basic Features:<br />List Management<br />Registration Page<br />Profile Management, Unsubscribe Management<br />HTML messages, HTML editor<br />Bounce Handling<br />Reporting<br />Constant Contact, Vertical Response, Outlook, …<br />
    19. 19. Other Software Tools<br />Database: Excel, Access<br />HTML: Dreamweaver<br />Images: Photoshop<br />
    20. 20. Reporting<br />Subscribes<br />Sent<br />Bounces<br />Open<br />Clicks<br />Unsubscribes<br />
    21. 21. Spam, Privacy Issues<br />Existing relationship<br />Explain why person is receiving the message<br />Handle unsubscribe requests<br />Do not share email addresses without consent<br />
    22. 22. Multiple Channels<br />Complement, reinforce each other:<br />Website<br />Email<br />Mobile<br />Facebook<br />Postcards<br />Calendar listings<br />
    23. 23. Facebook<br />Why should a person become a friend or like your page? Benefits to them? Don’t just ask people to follow you, “sell” them.<br />For non Facebook users, provide general information about them: purpose, benefits, how to signup, how to effectively use. <br />
    24. 24. Some Keys to Success<br />Have a communications plan – basic schedule of what you will send.<br />Sign up for various messages, pay attention to what you like, don’t like and why<br />Relevant, useful content<br />Simplicity<br />
    25. 25. http://www.slideshare.net/dialogworks/artspan-emailworkshop-20100615<br />Jim Kelly<br />jkelly@dialogworks.com<br />415-824-8890<br />

    ×