Sending an email newsletter to your subscribers is the one thing you should be doing in your marketing if you aren’t already. Social media is wonderful, but email is the main link to your customers and patrons. The average lifespan of a tweet is about 15 minutes. Facebook, Instagram, and LinkedIn last a little big longer, but you’re still at the mercy of fast-moving media. We aren’t making it up: we found recent numbers here and here. If followers weren’t logged in when you posted, there’s a good chance they didn’t see your message.
With an email, though, you know the message will reach your customers. It’ll sit in their inbox until they’re ready for it and it gets opened. What’s more, they’ve entrusted you with a direct connection to their inbox. Take advantage of it!
Have we convinced you to at least try email? Good. Now, for the bad-ish news. The most successful emails don’t just sell, sell, sell. They offer something of substance to your subscribers.
So what do you include in an email where the main purpose is “Come see me at this show!” without just sending that? If you’re going to squander the gift of patrons’ email addresses, by all means, send that. If you want to take advantage of the opportunity to directly communicate with your interested customers, here are three things you should include in your email to get patrons out to your event.
It’s so important to include details. Many people assume their subscribers who where a space is or they assume they’ll take the time to look it up if they’re interested. Spoiler alert: they won’t. Make it painfully easy for them to come to you. Include the address, date, and time of the event. Bonus points if you include any extra amenities that will be available to them: cash bar, Q&A hour with the artist, other exhibitions currently in the space they may like. You get the idea.
Connect to your customers on a human level.
Whether you want to sell a piece of art of a tire, you must remember that people buy from people. Not companies or ideas. What we mean by that is: show your human side so you create a connection with your patrons and they want to learn more about and support you.
Tell a story of what this show is about, if it’s a solo or group show, how the work talks to each other, what inspired you to make this work, why you’re excited to show at this gallery. If you’re stuck, think about what you’d write in your artist statement. After all, that’s a prime place to tell a story and make a connection, too.
Include a photo.
So many times, we see artists shrink back when it comes to talking about their work and showing it off. That’s no way to sell coming out for this experience! Instead, have pride in your work. If you’re trying to get someone to come to your show, give them a taste of what they can expect to see. Get them jazzed to see it in person and the other pieces you’ll be exhibiting. You do have photos of your work, right? Pics or it didn’t happen!
It’s so important to keep the communication stream open between you and your customers with an email that will make their lives easier, even when you’re asking for them to do something. When you’ve given them useful information, a personal story, and a photograph of your art, you’re much more likely to have a great turnout at your show.
Want to practice sending that email? Send us a message and we’ll help you work it out!
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