Has this ever happened to you?
You send out an email with information about a program or sale.
You’ve made sure to answer all the relevant questions, but you still get replies asking about the very thing you answered in the email.
Why don’t people just read the email?!?
Before you give up and cry, “People just don’t read anymore!,” let’s make sure you’re doing all you can to make it easy for them.
After all, you want people to read and take action rather than ignore and delete. And when it comes to reading online, it’s a lot different from reading a book, magazine, or newspaper.
Use the following tips to make your emails easy to read and act on.
Learn more about the essential elements of effective email design! Join us for a free webinar, Design Your Email Template in 15 Minutes or Less. Can’t attend live? Sign up anyway and we’ll email you a recording.
First, answer: “What action do you want the reader to take?”
Many times the reason people ignore emails is because there’s just too much information in them.
Think about how often you check your email while in line at the grocery store or in between meetings. Not a lot of time to dig into tons of information.
By asking the question, “What action do you want the reader to take?,” you focus yourself, so you only include information that supports the reader taking that action.
When something sneaks in that doesn’t help with your goal, you know to exclude it from your email. Less is more.
Tip: Not sure what action you want readers to take? Check out our infographic to see examples of creative call to actions.
Keep your content concise and scannable.
Now that your email content is focused and driving toward one particular goal, you still need to present it in a way that’s easy for the reader to consume.
People typically see the email before they read it. If the content of the email looks intimidating to them…DELETE.
Keep the content concise and put the most important information up top. Make your email text scannable by using short sentences and break up large blocks of text into short paragraphs. Be sure to use bullet points when listing items.
How long should your email be?
A good rule of thumb: picture, paragraph, and call to action.
- Relate your image to the topic of your email. Choose an image that shows what the reader may expect, feel, or experience if they take the action you want them to take.
- Use a headline to grab the reader’s attention. Headline text should be larger than body copy to pull them into your email. Use 22-point font.
- Make sure your call to action stands out. Use a button or white space around your link.
Use a mobile-responsive email template.
If it’s not easy for your reader to see your email, especially on a mobile device, you’re in trouble.
A mobile-responsive email template responds to the device it’s being read on. Whether it’s on a mobile phone, tablet, or desktop computer, you can be sure your email looks great and is easy to read.
Constant Contact has a full selection of mobile-responsive templates, so you don’t have to worry about your message looking great — on any device.
Summary:
- Keep your email focused on one goal
- Use a picture that supports your content
- Make your text scannable
- Use short sentences
- Break up paragraphs
- Use bullets
- Make sure your call to action stands out
Try out these tips to see what impact it has on your overall results. And maybe, just maybe, you can spend a little less time wondering why people won’t just read your email.
Learn more about the essential elements of effective email design! Join us for a free webinar, Design Your Email Template in 15 Minutes or Less. Can’t attend live? Sign up anyway and we’ll email you a recording.
It’s not easy for an artist to get their name out there.
The idea of being a marketer often clashes directly with how artists view themselves, and sometimes gets mislabeled as “selling out.”
Despite this trend, being a starving artist is not in your best interest. It will not pay your rent or buy your groceries, and it won’t give you the resources needed to keep making the art you love.
If you want art to be your main source of income, you need to continuously reach new audiences who will consume and appreciate your work.
However, many artists struggle with how to best reach people they’re not already connected with, identifying new circles and breaking into them.
So how do you put together an arts marketing strategy to approach a new audience?
1. Research, research, research
Your strategy should start with talking to your most loyal supporters and finding out why they love your art.
Their feedback will give you a better understanding of what type of people tend to be most interested in your art, allowing you to better identify potential customers going forward.
Reaching out to your existing audience has an ancillary benefit, as well. If your customers see how much you value their input, they will be even more loyal going forward. You may also come up with ideas for new applications of your art that your customers would be willing to pay for.
Tip: You can get feedback from your existing audience and easily track responses by sending a quick online survey.
2. Tap into your existing network
You have a loyal audience that will sing your praises at every chance they get. It’s your job to give them more chances.
As you talk to your existing customers, ask them if they know anyone else who would be interested in your work. They will likely be happy to help, and the word-of-mouth recommendations will give you immediate credibility.
Don’t forget about the power of digital endorsements. Encourage your social media fans and followers to spread the word about your work, as well.
3. Increase your online presence
While many in the arts industry excel at in-person presentations, they often neglect their online presence.
It’s important for your brand to be clear, cohesive, and widely visible. This requires having a website, a robust social media presence, and an email marketing strategy.
However, it’s not enough to just set yourself up on these platforms. Focus on who it is you want to attract, and then tailor your content to them.
This doesn’t mean changing your identity or your art. Instead, just make sure you are addressing the issues and objections your demographic cares about.
For example, if your goal is to find work writing poems-to-order at company parties, you should begin by putting yourself in the shoes of whoever would hire you — most likely someone in the company’s HR department.
They’re likely to hire someone who is unique, fun, memorable, and easy to book.
They’ll also need a number of questions answered, like: When are you available? How much do you charge? How do they go about booking you?
Address their questions and concerns before they can even bring them up by including the answers throughout your various channels — on your website, blog, social media, or email newsletter.
Ready to make the money your art deserves?
As you start to work through these steps, consider how email marketing can fit into your plan.
Whether you want to survey your existing audience, request referrals, or drive people to your other online platforms, email marketing can help.
Visit our Email Marketing for Arts page to see more examples, tips, and success stories from organizations like yours.
Want to give email marketing a try? You can try Constant Contact free for 60 days.