From Cory: Mike Roy has put together a set of email templates for those artists who are always wondering What Should I write About in My Email Newsletter? One of the things that I love about his post is that not only is it a good example of specific, on-message email marketing, but it goes beyond the simple newsletter and gives people a message and call to action that you need in order to make sales.
If you’re looking for more in-depth marketing info like this, with a structured framework, you’ll definitely want to check out the How to Sell Your Art Online course.
We’ve all learned by now that the “power is in the list”. So it’s vitally important to communicate with your audience on your email list to ensure that you stay connected with their needs and their desires. After all, you worked so hard to get them on your list in the first place, so it’s well worth the effort to nurture that relationship.
As many artists are visual thinkers, we are sometimes at a loss for words when it comes down to putting things to text. Whether we have trouble with grammar, or can’t spell our way out of a paper bag, it helps to have good examples to follow when writing.
Use these scripts as a template guide or as a source of ideas. Be sure to reinterpret these into your own signature voice. Your tribe follows you because they like your style, and the last thing you want is to sound canned or artificial. With that said, don’t be afraid to ask for their involvement – if they’re still on your list and reading your emails, then they are already in your corner!
How Effective Emails Are Designed
You will see that all these emails follow a loose structure, and are composed of the following elements:
- An attention-getting headline, to ensure delivery (and help your potential reader find it among the crowd of other emails they get).
- A salutation or greeting, which can be formal or informal (I recommend informal, yet respectful.) If you got a name as part of their email information, you can use that here.
- Concise, informal body copy that supports your headline and opening subject. Be sure to use spacing, bolding, and paragraphs liberally to break this up and achieve readability.
- An invitation to participate with a like, return email, an answered question, or other action.
- A closing where you put something like “sincerely, cheers, best wishes, regards”, or the like. Then your first name.
- A postscript (or P.S.) This is a great (and underutilized) opportunity to insert a final call to action or statement that you want to leave your reader with. You can also use this as an invitation to participate.
- The other stuff at the bottom of the email…. be sure you are following applicable laws regarding self-identification, an unsubscribe link, and affiliate info, if applicable. Email services such as ConvertKit.com (affiliate link) automatically help you with this.
So, without further explanation, here are the scripts! Enjoy using them as you wish, and my fervent hope is that they will help you have the best connected, most engaged audience possible.
The “What Do You Think?” Email
This email gives your list subscriber the inside scoop on one of your recently completed works. You can also use it to involve them in a work in progress, if you don’t mind sharing a piece that isn’t quite finished yet but are willing to get some opinions on it.
These kinds of communications are really important because it helps your audience feel like they are a part of your creative process. When they’re invested like this, they are much more likely to buy from you (and recommend you to their friends!)
By the way, you’ll also notice the call to action at the very end in the P.S. after the signature… this is a great way to ask for a share or a like, so don’t forget to add in social media buttons at the bottom.
Headline: “What Do You Think?”
or: “Can I Get Your Opinion on Something?”
Hey there!
I’m just about finished with this piece and would like to get your opinion on it.
What do you think?
The inspiration for it came to me the other day when I [TALK ABOUT YOUR INSPIRATION FOR THE PIECE.]
I am feeling pretty good about it… what about you? I’d love to hear your thoughts.
Well, I’ll let you know how the final piece turns out…
All the best,
Mike
P.S. – Feel free to share this with a friend you think might like it!
[INSERT SOCIAL MEDIA BUTTONS]
The “Secret Peek into my Studio” Email
People love to peek behind the curtain at the inner workings of your art. Just think of the DVD extras that come with those special effects-laden movies… isn’t it fun to watch those and see how the moviemakers did those amazing things? Or did you ever run to Wikipedia after watching a riveting true-story drama to look up the real story behind the movie?
It’s the same way with your studio. You may see it as just a place where you work… but to much of your tribe, this is a magician’s lair filled with mysterious artifacts where you conjure amazing creations. Even if it may not be exciting to you, it is to them… and they will appreciate you for sharing it.
Headline: “Take A Peek Inside My Studio”
“Just For You: A Backstage Pass Into My Studio”
Good morning!
Would you like a behind-the-scenes look at my studio?
I consider it my sanctuary, the special place where I feel most comfortable being my most creative self.
And it’s where I create the stuff you’ve been seeing in my other emails and online gallery!
Here’s a peek:
[IMAGE OR LINK TO PICTURES OF YOUR STUDIO (including the picture of the snoozing studio pet – people love pets!)]
[SOME WORDS ABOUT THE PICTURES]
What do you think? Is it what you expected?
I’ve enjoyed sharing this with you!
If you would like to see more, just click this link:
[LINK TO MORE STUDIO PICTURES OR STORIES]
Sincerely,
Mike
The “Secret Technique” Email
This is a variation of the “peek inside the studio”, but it focuses on a “secret” technique or skill that you use to make your art. You may be hesitant to spill “trade secrets”, but let’s get real… every technique out there has pretty much been done before by somebody, somewhere. (Look at stage magicians Penn and Teller… they spilled the beans about how they did their tricks, but instead of turning people off, this made them even more popular).
Note in the postscript at the end there a little teaser that there are more wonderful things to come in future emails.
Headline: “The Secret Technique I Use To Get Amazing Results”
or: “The Tool I Use That Gives Me Superb Textures”
or: “The Trick I Found That Helps Me Mix The Perfect Colors”
Guess what?
I have a [TECHNIQUE OR TOOL] that gives me amazing results.
I struggled and struggled to learn how to use it.
Then, one day, things finally just clicked… I was able to really [IMPORTANT DISCOVERY.]
The result was this beautiful technique:
[PICTURE OR LINK TO A VIDEO OF THE TECHNIQUE]
What do you think?
i’ve used it in these works recently:
[PICTURE OR LINK TO PICTURES OF YOUR ART]
Hope you enjoyed my little secret!
Well, I’d better get back to [PAINTING, DRAWING, WHATEVER YOUR ART IS]
Creatively Yours,
Mike
P.S. – That’s not all of my secrets, not by a longshot… stay tuned for more!
The “My Failed Attempt And What I Learned” Email
If you think you should only be talking about your success stories, think again! Talking about your failures shows your audience that you’re human… that just like them, you make mistakes, too. This openness and the fact that you’re sharing inside personal information is very endearing to your tribe, and it helps them trust you. (And just so you know: trust yields eagerly paying buyers.)
You’re also showing them that you are resilient and can bounce back from failure and learn from it, so the “What I Learned” part after the failure part puts a positive spin on it.
Headline: “My Failed Attempt at __________ and What I’ve Learned”
or: “How I Failed At __________ (Until I Got It Right)
Dear [LIST MEMBER],
I sure goofed.
The other day, while I [ARTISTIC ACTIVITY] , I made the mistake of [INSERT FAILURE HERE].
The result was [RESULT OF THE MISTAKE].
Then I discovered [IMPORTANT DISCOVERY].
Here’s what I learned: that [WHAT YOU LEARNED].
As a result, now I [SUCCESSFUL RESULT].
You can take a look at it here: [LINK TO SOMETHING SHAREABLE].
All the Best,
Mike
P.S. – Am I the only one who has failed at something? Write me back and let me know if you had a similar experience… and what you learned from it.
The “Interesting Slice Of Life” Email
Your emails don’t all have to be about your work. Your audience likes to hear about your life, too.
You don’t have to have a lot of drama or anything… this isn’t a reality show. But you do have every right to share a piece of your everyday happenings, whether it’s a great dish you made, a new shopping conquest, or an major personal event.
Your language (as always) should just be as if you’re addressing a friend and talking casually.
Headline: “I Just Had To Share This!”
or: “Something Awesome That Happened The Other Day”
Good Morning!
I thought I’d share this funny/interesting/emotional life event with you.
The other day, [SHARE EVENT]
Here’s a picture:
[SHOW A PICTURE OF WHAT YOU’RE TALKING ABOUT]
Have you had a similar experience?
If you have, know you’re not alone.
Thanks for listening.
Your Friend,
Mike
P.S. – What about you? I love my readers and I enjoy getting your pictures and stories… feel free to share!
The “Origin Story” Email
People love origin stories. Origin stories are like the first issue of a comic book where you get to see the story of the ordinary guy who gets superhero powers. Not only do people enjoy hearing this insight into how you started as an artist, but on a deeper level, they feel like they are living your story along with you. Speaking with your tribe about this cements your relationship and increases trust.
Headline: “How I Got Started As An Artist”
or: “The Breakthrough Moment In My Creative Career”
Dear [LIST MEMBER],
Would you like to hear the story of how I started [YOUR ART]?
It’s a doozy… so sit back and I’ll tell you.
[TELL THE STORY]
Well, thank you for listening.
I’ve really enjoyed sharing this story with you, and I sincerely hope it encouraged you in some way today.
Please share any comments or questions you have, I would really like to hear them!
Cheers,
Mike
The “Invitation Offer” Email
Ah, here it is… the one many of you have been dreading.
This email is what separates the hobbyist from the professional.
This is the email many of us won’t write… and that may be the reason why we are not able to sustain a living from our art.
Don’t be afraid of the offer email! It’s all in how you approach and word it. The key is to phrase it as an invitation to participate in what you’re doing. And if you’ve been sending the other six kinds of emails, then the offer email will be accepted as a natural next step for those who are your fans.
Headline: “A Special Invitation”
or: “A Chance You Won’t Want To Miss”
Dear [LIST MEMBER],
All the dreaming, planning, and hard work have paid off…. and I’m excited to finally raise the curtain on what you’ve been hearing about!
Here it is: [LINK TO A GALLERY OF YOUR WORK].
[A DESCRIPTION OF THE WORK]
Thank you for being a part of it. Your feedback has been amazing.
I told you about it first because I want the folks who allow me in their inbox every week (that’s you!) to have special access.
So, I’m offering you this exclusive chance to get in on this a few days early before I release it to the general public.
And, to thank you for being so special to me, I’d like to offer you this [DISCOUNT/COUPON/FREEBIE] as an added bonus!
To redeem it, just do the following: [PROVIDE INSTRUCTIONS].
Thanks for all you do,
Mike
P.S. – If you decide to pass on the offer this time, it’s fine if you would like to forward this on to a friend who you feel may enjoy it. But remember – the special bonus is only available for the next few days!
What do you think?
What do you think of these templates?
Do you have any comments or suggestions on how they can be even better?
How have they helped you communicate with your audience?
I’m excited to hear your thoughts in the comments below!
Mike Roy is an Artist, Coach, and founder of ArtistMyth.com. He enjoys helping creative people overcome obstacles that prevent them from having fulfilling, sustainable creative work they love. This involves busting old myths and creating new ones. Sound fun? Share your myths with him at mike@artistmyth.com.
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LOVE these. Once a month I sit down and try to crank out a sincere, inspiring, inviting newsletter to my people… It’s a daunting task, especially when aware that the nuances of the email will elicit positive or negative responses from them. Not that it’s the end-all-be-all, but that direct connection can shift the relationship in subtly important ways. I’m thankful for these templates — love that they are so comfortable and natural, not some forced script. Thanks for sharing and for the insight!!
I’m really glad to hear that, Mandy! I’m also thrilled that you found them natural-sounding… it helps when you think of it as talking to a friend, the words flow much more easily.
These are great jumping off points! Thanks so much. I send a monthly newsletter and am always trying to come up with an interesting way to present myself and my art, rather than just “here’s some new art.” I’m bookmarking this post.
You’re very welcome Dorothy, and I’m flattered these made the “resource important enough to be bookmarked” category in your browser!
Nice way to send message, thanks.
You’re very welcome, Dharam!
These are great templates. I represent a lot of artists and am always looking for ways to help them market their work.
As I was reading this I wondered how these would work for a lawyer’s marketing emails? And I smiled.
“Take a Secret Peek Inside My Office” email: stacks of papers, two computer monitors and a coffee cup
“What Do You Think?” email: draft of a half-finished license agreement
“My Secret Technique” email: spell check
I shared this post with my clients. And I’d like to share my clients’ work with you. My office space is designed as a gallery that can display up to 16 pieces. The shows change every three months. Please enjoy Charm City Legal’s Gallery
I wish more business owners have the love (and understanding) for art that you do, Kathryn. What a fantastic way to support artists – and it lends a very warm environment for your legal clients who visit. I will definitely remember it as a great example of a way artists can reach out to local businesses to help market themselves.
THANK YOU INCREDIBLY, Mike!! I have been stuck for the longest time on how to know what to say and knowing only what artists want to know about, not what collectors want to know about. I could use ONE art piece for ALL of these, since there’s that much discovery I have made in the process!
I don’t know how to make them into a series though, if there will be dated info in it. I would like a series to help guide anyone signing up at any time and leave ones on pieces for sale to be not automated, I think. Maybe I can have ones for get to know me, what inspires, process, studio, buying process, how/why to collect art… for the series, and stand-alone emails for currently available paintings.
Thank you very much for getting me ahead about a year’s worth of time!! I am so grateful! Now to find out how to get more collectors, actually. Have been focusing on online teaching, since I didn’t know how to appeal to this market. Do collectors really buy through email and online with all this educating them work along the way? Or do they need to be helped into converting into a sale in person most times?
This came just in time too, where I have invented an incredible 3D crinkled poppy out of thick acrylic paint and can use the technique email one totally, and being part of a flower group’s contest gave me incentive to make them. One friend wanted me to give her the link so she could vote! Now I could send my list there as an idea to get them involved! Thanks so much!
Ruth
I have done all of these at one time or another in my own style of course. One email per week for the past year. And I ask for the sale at the end of every new series along with providing an exclusive coupon for email subscribers only.
Well at least I know now that I’m doing what I’m supposed to do. And I may just try out those headlines and see if my open rate increases.
Thanks for the reinforcement =)
Sounds like you’re doing great, Rebekah!
I also see that, like me, you’re a fan of the Divi theme from Elegant Themes. You have a great site!
Mike
I’m excited FOR you, Ruth!
I love that artists who read Cory’s blog are so insanely creative, that all it takes is a few ideas and you’re exploding with inspiration about various ways you can implement them.
As for the question about online vs. offline selling, I would like to know more answers too. But I DO know that it takes multiple “touches” for a client to buy an artist’s work, and nurturing an ongoing relationship with a collector over time is hands down the BEST way to have a patron for life – somebody who will not only snatch up your work still wet, but happily tell others about it, too.
You have some great thoughts about how you could use the templates on a “per piece” basis. I think we will find that when we muster up the courage to share those pieces as they’re being created, we will get positive response and excitement from our audience, which will then energize us to get back in the studio and finish it.
Mike, I am editing my first email-list marketing letter, so that I can try it out and measure the results. I doubt that I’ll get it all correct the first time but, by reading your post, I’m sure this will help. Thanks for the serious thought you have put into this. I think I’ll take a further look at your website, than I already have.
You’re welcome, Rich… and if you subscribe you can see my emails first hand, every week! (hint, hint!)
It felt clunky for me at first, until I got some practice in… and once I remembered that English was indeed my first language, I was able to just relax and let the words come more naturally. That will win more hearts over than stoic, sanitized “corporate speak” any day.
This is fabulous! I have an email list and most of what I send out is sales related. I’ve been looking to send out more rapport building – non hard sell emails. These scripts are a great resource for that. Thanks much Mike and Cory!
You’re so welcome, Jennifer!
Yeah, the ideal mix is different for every audience and market, but a good rule of thumb is probably 4-6 “rapport builders” for each 1 sales email.
Remember, even the rapport builders are sellers in a way because they open the curtain a little bit and get the curiosity going.
A good way to do it is to make the rapport emails the regular weekly ones (the same day each week), so your audience builds trust that you’re dependable and always there in their inbox at regular times. Then you send the sales emails another time during the week (NOT the same day you send the rapport builders) so that interrupts the cycle and causes them to pay attention.
thanks so much for these great tips, Mike! I read and listen to Cory’s Abundant Artist information, and the encouragement he provides has helped me go from “I want to get back to making art,” to making one drawing a day (posted on Instagram for accountability) and one painting a week. Soon those paintings will become my current body of work! But these tips give me the ammo I need to start writing content right now–!! Much appreciation for your generosity.
It sounds like you have a lot to share, Marjie… sometimes all we need is a little “push”, or some encouragement to get the dialogue flowing with our followers.
I really like your idea of a sketch a day on Pinterest… that really will build your audience. Many of them will come to look forward to that daily sketch. You’ll get them hooked!
Thanks Mike
You’re very welcome, Tanzi! Glad you enjoyed the post.
I LOVE these ideas. I will certainly use them when I get to that point. (I’m just building my website right now and doing a lot of research.)
Thanks!
Cheryl
These are great suggestions Mike. I have been putting off sending out emails as I only have 18 subscribers but these give me a great place to start. Simple, effective and concise. Perfect. I know this blog was written years ago but it is as relevant now as then. Many thanks! Ivan
I would like to have the formula of the first email that I should send to invite a collector or a gallery to subscribe to my mailing list in the first place .
Hi Marwan, we talk about how to connect with your collectors in our How to Sell Your Art Online 101 course, feel free to check it out and see if now is a good time for you to participate https://theabundantartist.com/htsyao-options/
Thanks for these ideas. I have only very recently created a mailing list sign up option and need to focus on getting subscribers, but at least with these tips, I will be able to plan my newsletters in advance! Any advice on how to get subscribers?
Hi Kelly! Have you checked out our HTSYAO 101 course? That might be a great spot to start building your audience.