Tag Archives: audience development and visual artists

Audience development for visual artists – How to send better email invitations

Today for Welcome Wednesday, my friend and artist Annette Coleman had something particular to say about visual artists and their use of emails for audience development.  How can you create better email invitations to increase your audiences?  Without further ado:

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The Artists’ Voice – Annette Coleman

 Visual Artists –  say it with a picture

You all know the popular quote ‘A picture is worth a thousand words.’ -Frederick R. Barnard.  This is the strength for visual artists if and only if you add an image. When it comes to sending out your email invitations,  don’t make the mistake of just using words in your email.

Like you, I receive many invitations to art shows from fellow artists that attach an invitation in a pdf or jpg format. We have to download the file to our computers and open it in a program to view your invitation or image. I know this takes only moments, but with all that we receive via email, why make me or your friends and followers go through this extra step?

For example, this is what I received recently from an artist as their invitation to an upcoming art event:

Often I don’t take the time to download these invitations and if the artist or arts group does not repeat the actual invitation copy in their email such as the title, date and time it will not make it to my calendar. How about you? Do you ignore these invitations too?

Instead, you can take the time to learn how to place an image in your email program so you can see it without downloading it. Most email programs give you this option.  Or, use an email marketing program that lets you do this.  Popular ones are Constant Contact, Evite, Punchbowl or MailChimp.

Many of these programs also enable you to add a links to your email.  You can use these links to go to your website and your social media sites like Facebook, Twitter, Pinterest and LinkedIn. Plus, you can take advantage of adding a forward button so that others can forward your invitation on to their friends.

Lastly, be sure to take the time to state the information about the event in the body of your email so your invitee has it handy.

With a little email design know how, using pictures, smart links, forward buttons, and clearly stated information, your email invitations will become a more welcome delivery to your audiences with increased success for you!  [:O)]

Annette Coleman is a multi-media artist that launched 88 88 ArtLook a service that supports artists, galleries and art tours by adding the Artist’s Voice to any exhibition. When the viewer hears the artist talk about their work a connection is made and art is sold. Follow her on BlogTalkRadio.com/Annette-Coleman

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Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

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“Never treat your audience as customers, always as partners.”
~James Stewart

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Filed under arts marketing, Audience Development

Audience Development and Open Studios

In my area, it is Open Studios time. These are events where artists open up their home studios to invite visitors to get to know them and to see their art that is for sale.   I go to this event almost every year to visit some of my favorite artists in the area.  I am a consumer of art and have several of my found treasures hanging in my hallways.  The good news is that I received several emails to remind me of the event from a few of the artists that I signed in with.  The bad news, these artists are not emailing me in an audience development way.

I am receiving a group email format, and most of these artists are sending them not in a blind copy email, so I see everyone’s email on the list.  So, this email is not really personal, and it is an invasion of privacy.  I rather not have my email be seen by everyone.

To my visual artist friends out there, this is your challenge.  You have an opportunity with these open studios to build relationships with everyone that comes into your door.  People seek you out because something about your art or description of your art has attracted their attention.  If you want them to become your special patrons, you need to start treating each and every one of these people as special.

What do you need to do to treat them special?  Start sending out personal emails.  One artist had 12 people on their list.  Only 12 people.  You can send out a nice message to each of these people.  For the artists that have more than 12, why not send out messages a little at a time starting two weeks in advance?  I am receiving an email on Thursday, the Thursday before the beginning weekend.  What if I already had plans for the weekend?  The email is a little late and shows the lack of real interest to connect with me as a person.  It shows you are too busy to take the time to email me directly, especially since you are sending the email so late.

I have not received emails from the artists I actually purchased from.  Interesting!  Aren’t you interested in building a relationship with me so I would want to buy more of your art?  I already proved I love what you do.

Visual artists, you have such an amazing opportunity with your open studios events.  The personal touch is needed.  You need to start having individual invitations and conversations with your patrons.  If you want me to buy your art, to continue buying your art, to tell others about your art, you need to start addressing me as an individual person and spend some time with me after I arrive, and then send a thank you follow up after I purchase (or even if I don’t).  People take the time out of their busy lives to visit you.  In this economy, when they purchase, you should make a fuss over them to thank them and get to know them as people.  It’s the least you can do for them.

Cheers to happy and loyal audiences,

Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

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“Never treat your audience as customers, always as partners.”

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Filed under arts management, arts marketing, Audience Development