I got a comment from an artist on one of my recent articles about email marketing. What struck me was actually that she mentioned she had wanted to send emails to her fans but had been avoiding it because last time she tried she couldn’t stay consistent with it.
THERE ARE SO MANY WAYS OUR FEAR TAKES HOLD, MASQUERADING AS REASON.
“I don’t have enough people on my email list.”
“I don’t have anything to say to them because I don’t get studio time every day.”
“I can’t keep up with regular emails so I shouldn’t email at all.”
But I already delved into the fear a good bit on a previous article. So I really want to take the discussion another way this time.
I want to talk about staying consistent with email marketing.
Everyone says you should. So perhaps you’re avoiding emails because you don’t think you can add that one more thing onto your plate!
The fact is, of course, consistently sending emails is a good thing. It’s certainly going to get you better results than NOT using email marketing consistently.
I mean imagine if you were signed up for someone’s emails and they sent you an email in July, then you didn’t hear from them until the holiday season when they were promoting some discount and they sent you 3 emails in a month and you felt a bit icky about the whole thing, then you didn’t hear from them again until March, etc.
You wouldn’t have a great impression of them.
And that’s why everyone says you have to be consistent with email marketing (and with social media and with blogging, etc etc).
But we take that advice to the extreme sometimes and we think people notice if we send an email in July, another in August, then a second one in August, then we get busy with the start of the school year and don’t send again until October.
And honestly, inconsistency on a smaller scale like that will go almost entirely unnoticed.
YOUR AUDIENCE DOESN’T MARK THEIR CALENDARS WITH THE DATE OF YOUR LAST EMAIL.
Consistency with email marketing is about the overall picture – not going too long without sending something, not sending a bunch in a row and then going completely dormant for a while, and not making your fans feel like you don’t care about them.
If you send generally once a month, but occasionally every other month and occasionally twice a month, your fans won’t remember if it has or hasn’t been exactly a month since they last heard from you. They might not even know that monthly is your typical frequency.
But they will feel like you show up enough that you care about them and value their interest in your art.
So you might need to stop being so rigid about the whole thing and relax a little!
Email is actually supposed to be fun because you’re supposed to feel like you’re sharing your world with people who love your art. #cozyvibes
THE SECOND THING I WANT TO HELP YOU WITH IT WHAT YOU SHOULD DO WHEN – UH OH – YOU’VE BEEN WILDLY INCONSISTENT.
Because sometimes you do wait 6 months before sending a second email and then send a flood of four over the next 3 weeks and then get busy and not send again for 3 more months.
Artists tend to have one of two reactions to this.
1 They feel like now they can’t send anything out because it would be awkward and they’re afraid to fall off the wagon again.
2 They feel the need to immediately send an email complete with an apology for being gone and a promise to do better.
Both of those are unintentionally awful for your art business.
If you really want your fans to re-engage with you and remember how much they love your art, you’ve got to send an email. You can’t be afraid of it. Some of them won’t notice that you’ve been gone a while. Some of them will, but won’t care. And then you’ll get some who care and some who unsubscribe. And you just have to take your lumps and move on. It will only get worse the longer you wait.
And if you really want your fans to re-engage with you and remember how much they love your art, you can’t act guilty or make promises you might not be able to keep. You have to act like a professional and just do your best moving forward.
So your first email back from a big hiatus, intentional or otherwise, probably shouldn’t call attention to you having been gone.
JUST SEND A REGULAR EMAIL LIKE YOU WOULD IF YOU HAD BEEN SENDING CONSISTENTLY ALL ALONG.
You’ll be surprised how many people don’t even notice, as long as you aren’t telling them that you’ve been missing.
In that email, make sure to show off some artwork.
Some people might not remember who you are because they haven’t seen you in a while. If you put a picture or two toward the beginning of the email of artwork that is reflective of your general style, most people will instantly remember you.
And make sure to end the email with something they can do that would make them feel that connection with you.
Maybe you ask them to click a link to see more of your art.
Maybe you ask them to follow you on your favorite social media network.
Maybe you ask them to hit reply and answer a question.
Anything you can do to get them interacting with you is going to help soften the transition into hearing from you again and starting to build the relationship again.