You’ve heard that you have to build an email list of people who love your art so you can reach them when you’ve got a new piece or a gallery show, or anything else exciting.
And I’m sure you’ve heard all about giving your email subscribers exclusive content and deals so they feel extra special. (Yes, special like a puma who shoots lasers out of her eyes!)
This is a strategy that gets you email signups and, if you continue to do it well, makes them stick around. It’s definitely helpful for people on your list to feel like they get something exclusive, but you don’t have to be creating tons of new content all the time. And sometimes you’re at a loss for the content you already have to produce, especially if you blog about your art. So we wouldn’t want to add to that!
I’ve got some great ideas for making your subscribers feel special without writing/drawing/photographing twice as much content as you already do:
1. HAVE A ROUNDUP OF THE BEST STUFF AROUND THE WEB THAT MONTH (OR HOWEVER OFTEN YOU DO YOUR NEWSLETTER).
This helps your subscribers feel like they’re getting something special and aren’t missing out on a really awesome tweet or something just because they don’t check in with you constantly. These “best things around the web” could be awesome art, cool inspiration, interesting patterns or color palettes, advice on buying whatever type of art you make, advice on matching new art purchases to pieces you already have, advice on cleaning or taking care of the kind of art you make, etc. Anything you would normally tweet about to your audience is fair game for your subscribers. But the fact that you further curate into only “the best” is what makes them feel special. It’s convenient for them and they like that.
2. HAVE AN AWESOME OPT-IN GIFT THAT THEY GET UPON SUBSCRIBING.
Your freebie could be a sample of what you make, a printable of a best-seller, a desktop wallpaper or calendar, a cleaning guide for jewelry or wearables or even wooden items, a guide to framing or hanging, something interior-design related to match your art with their space, a BIG welcome discount (I’m talking 50%!) good for one use, etc. Get brainstorming and then pick your best two ideas to move forward on. Drop the one that isn’t looking as enticing after you’ve done a little work on them. You can always pick that idea back up later and give it to your subscribers as a special, exclusive gift or give it as a bonus to customers.
3. GIVE SUBSCRIBERS EXCLUSIVE DISCOUNTS EVERY SO OFTEN.
It doesn’t have to be huge, but it should be bigger than your public discounts. If you usually do a 10% discount, give your subscribers occasional 20% discounts for a limited time. Don’t do this more than 2 or 3 times a year. It needs to be special and exciting or no one will take you up on it!
4. MAKE YOUR EMAIL LIST THE FIRST PEOPLE TO KNOW ABOUT NEW PRODUCTS, SERVICES, EVENTS, ETC.
This is a practice you should ALWAYS keep. Notify your list a day or two before anyone else gets the news.
5. OFFER EMAIL SUBSCRIBERS SPECIAL TIME WITH YOU.
Like a free webinar where they can ask you questions or you can give a talk about your work (like you would for a gallery opening). Your time is a gift people really love and showing the face behind the work is really special to customers and fans.
6. IN YOUR NEWSLETTER, LINK TO THE BLOG POSTS, BUT ADD IN A SNIPPET JUST FOR YOUR AUDIENCE.
This is best done when you only have one or two recent blog posts to link to so you can relate the snippet specifically to one of the posts. Like if your post was 5 Ways To Maximize Your Walls, your newsletter could have that special-secret 6th Tip. And in the 5 Tips post, you could even say there’s a 6th tip with a link to sign up for your newsletter so they can get that 6th tip!
You definitely want your subscribers to feel special, but that doesn’t always mean going kookoo trying to churn out tons of content.
Try one of these ideas or brainstorm your own creative ways to make subscribers feel special. If you come up with something good, share it with me in the comments!