As a followup to the “oh man why aren’t you sending emails to fans of your art” post from last week, I’d like to talk about the next logical question – how often do I send them?
Too often and you risk people feeling annoyed or you not having enough to say to hold their interest.
But too infrequently and you risk people forgetting you exist and either buying from another artist because they just didn’t even think of you or them unsubscribing entirely because they can’t remember much about you and don’t feel that connected to you.
GETTING THE FREQUENCY JUST RIGHT IS PRETTY IMPORTANT.
Fortunately, I’ve watched a ton of artists try a ton of different frequencies so I can advise on what works best for most artists.
Your ideal frequency is rooted in your target market’s preferences. So while I’m going to give you a frequency rule that typically works, you may still want to experiment and see what your audience responds to.
I’ve seen artists do a daily email (usually motivational or teaching art tips) with much success and I’ve seen artists who only email their fans a couple times a year, make money when they do email, and don’t lose loads of subscribers either.
So this rule isn’t law. It’s just something that seems to work most of the time.
Get to the frequency rule already, Laura!
Ok ok… send emails to your fans once a month.
It’s that simple. If it’s only been a month or less since they last saw your art, your fans will remember you when they’re thinking about buying art so you won’t lose out on those sales.
But sending once a month also will not bother them. They won’t feel like they’re always getting emails from you. It will feel like a treat when one comes in their inbox.
So you send once a month for sure. Always. But you might send more.
You don’t want to jam-pack your once a month newsletter with tons and tons of things happening. These days, people don’t really read long emails. They’re put off if it’s going to take time or feel like a chore to read through your newsletter.
But some months you have a lot going on.
Maybe you’ve got two exhibitions and a blog feature! Hooray! Then you might send your regular monthly newsletter out with the details for both your exhibitions, and about two weeks later you’d send out another email out with the link to your blog feature.
It’s ok to send more than once a month. But there is a max too.
You don’t want to be sending weekly. If it’s been 7 days or less in between emails, you’re sending too often (unless you’re launching something, but that’s a whole different story!).
YOU DON’T WANT TO OVERWHELM PEOPLE.
And they’ll remember that they “just” heard from you, even if they don’t remember that it was on Tuesday.
So we’ve got a once-a-month frequency rule, a send-an-extra-email-instead-of-loading-one-up rule, and a not-twice-in-7-days rule.
The last rule to remember is that our memories are short these days. We don’t remember whether your last email was 10 days ago or 30 days ago!
So don’t stress too much about the exact numbers.
If you send one July 15th and your next one August 10th, don’t stress out that it wasn’t a full month in between. I promise no one is counting.
Your goal is simply to create a balance between staying visible to your fans and not being obnoxious or adding to the inbox chaos.
Did you send out your newsletter after last week’s article? If not, go ahead and send it now. Your fans haven’t heard from you in ages and they aren’t going to be upset to finally see some more of your beautiful art!