The document provides an outline and guidance for artists on using email marketing to promote their work. It discusses using email to keep in touch with contacts, raise awareness of events and sell art. It recommends developing targeted email lists and signing people up with a clear understanding of benefits. The document also covers designing email content and messages, integrating email with other marketing channels, addressing privacy and legal issues, and keys to a successful email marketing strategy for artists.

1. Email Marketing for ArtistsJune 15, 2010Jim KellyDialogWorks, Inc.jkelly@dialogworks.com415-824-8890http://www.slideshare.net/dialogworks/artspan-emailworkshop-20100615

2. OutlineExamplesDesign and ImplementationWhy?Who? What?When?How?Miscellaneous: Spam, Privacy, Multiple Channels (Social Media)

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9. Design and ImplementationWhy?Who?What?When?How?

10. Design and Implementation – Why?Goals: Keep in touchRaise awareness about your workAttendance at eventsSell workWhat else?

11. Design and Implementation – Who?Friends, familyColleaguesPast buyersFuture buyersWhat other types of people, groups?

12. List DevelopmentCo-MarketingEmail signup is prominentForward to friendMake content relevant, useful – wanted Database – Excel, Access

13. Signup FormsWhy should people signup? Benefits to them?FrequencyShow example message(s)Have standard welcome message at the readyPaper signup page should indicate what is being signed up for, benefits.

14. Design and Implementation – What?Keep in mind audience behavior you’re looking for (goals)What are call(s) to action?New workYour newsShowsArt events of interestMethods, techniquesCommentary, opinionsImagesWhat else?

15. Message DesignTone: Artistic, Quirky, Professional, Casual, Fun, Exciting, …ScannableReadable SimpleReusable templateHeaders – From Name, Subject line

16. Design and Implementation – When?How often will you send messages?WeeklyMonthlyEvent driven

17. Design and Implementation – How?HTML and text-only versionsImage processing, hostingQA testingProcess, checklist

18. Email SystemBasic Features:List ManagementRegistration PageProfile Management, Unsubscribe ManagementHTML messages, HTML editorBounce HandlingReportingConstant Contact, Vertical Response, Outlook, …

19. Other Software ToolsDatabase: Excel, AccessHTML: DreamweaverImages: Photoshop

20. ReportingSubscribesSentBouncesOpenClicksUnsubscribes

21. Spam, Privacy IssuesExisting relationshipExplain why person is receiving the messageHandle unsubscribe requestsDo not share email addresses without consent

22. Multiple ChannelsComplement, reinforce each other:WebsiteEmailMobileFacebookPostcardsCalendar listings

23. FacebookWhy should a person become a friend or like your page? Benefits to them? Don’t just ask people to follow you, “sell” them.For non Facebook users, provide general information about them: purpose, benefits, how to signup, how to effectively use.

24. Some Keys to SuccessHave a communications plan – basic schedule of what you will send.Sign up for various messages, pay attention to what you like, don’t like and whyRelevant, useful contentSimplicity

25. http://www.slideshare.net/dialogworks/artspan-emailworkshop-20100615Jim Kellyjkelly@dialogworks.com415-824-8890