One of the highlights of my career as a gallery owner is following the fascinating journeys and explorations that my artists and friends take on their own paths to success. One artist I absolutely love to hear from (and await her newsletters with anticipation) is Cindy Avroch. Cindy is a multi-talented artist who has found massive success in just the past five years as a working fine artist. One of the ways she’s done this is through the use of newsletters to connect with her growing audience.
Email Marketing Made Easy
“I’ve been using Mailchimp to send out e-newsletters for the past couple of years. I cross-populated my mailing list from my LinkedIn contacts, Gmail contacts, and solicited help from a friend in the PR business,” Cindy says. She prefers to work with a software platform like MailChimp or Constant Contact because they have ready-made templates and easy-to-use features and analytics built in. “I just have to plug in the information—content, and pictures—each month, and I don’t have to worry about formatting or design each time,” she says. All told, she spends about one to two hours a month on creating the content and pushing send.
The Best Emails Are Simple Highlights
Cindy doesn’t overcomplicate it or overthink it. She thinks of the newsletter as a way to keep in touch with “friends.” She uses a conversational style and will update her friends/audience on any number of pieces she’s been working on, pieces she’s sold, and even how the weather is affecting her creativity. She also always has a section called “Cindy’s Picks” in which she highlights events going on the New York City. “I don’t want it to be all about me,” she says. “You need to offer your audience something they can’t get anywhere else.” She and her husband also travel quite a bit, and she likes to visit and then highlight the galleries she visits. But she doesn’t feel like she needs to write a novel about everything she sees.
Here is an example of a design blog by Blink Art for Valentine's day that features a fun, curated collection of artworks. Weekly highlights of artwork like these keep buyers filled with inspiration and coming back for more!
“You need to keep it short and sweet,” she advises, “and don’t complicate it. There is always something new to share, new to talk about, new work to show.” Cindy rarely feels stuck when searching for content to share. She spends a lot of time checking out other artists’ blogs, fashion and design magazines, and staying abreast of art trends. “Whether it’s a fashion trend, a color trend, a home furnishing trend, there’s tons of info out there to choose from to write about: events, holidays, personal milestones. I try to mix it up and keep it interesting,” she says.
Immediate Sales Doesn't Mean People Aren't Noticing
Engagement like this has a purpose well beyond staying connected. “Though I can’t trace a sale directly to a newsletter I’ve sent, I can say, that I’ve had galleries contact me and several people will give me feedback on a piece I am working on right away,” she says. “I also know that galleries are paying attention. They may watch you for a year to see how you’re handling your career and marketing—and what types of work you’re producing. Newsletters are just another way to keep them on your radar.”
More Insider Marketing Tips at the Success Summit
We’ll be talking more in depth about newsletters, social media, and other ways to connect with your clients and audiences at our Success Summit in June. You don’t want to miss it, and early bird pricing ends on May 5th!
P.S. leave a comment below with your favorite email marketing tips! What's worked for you and what hasn't.