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ArtSpan Workshop: Email Marketing for Artists
- 1. Email Marketing for Artists June 15, 2010 Jim Kelly DialogWorks, Inc. jkelly@dialogworks.com 415-824-8890 http://www.slideshare.net/dialogworks/artspan-emailworkshop-20100615
- 2. Outline Examples Design and Implementation Why? Who? What? When? How? Miscellaneous: Spam, Privacy, Multiple Channels (Social Media)
- 3. Examples
- 4. Examples
- 5. Examples
- 6. Examples
- 7. Examples
- 8. Examples
- 9. Design and Implementation Why? Who? What? When? How?
- 10. Design and Implementation – Why? Goals: Keep in touch Raise awareness about your work Attendance at events Sell work What else?
- 11. Design and Implementation – Who? Friends, family Colleagues Past buyers Future buyers What other types of people, groups?
- 12. List Development Co-Marketing Email signup is prominent Forward to friend Make content relevant, useful – wanted Database – Excel, Access
- 13. Signup Forms Why should people signup? Benefits to them? Frequency Show example message(s) Have standard welcome message at the ready Paper signup page should indicate what is being signed up for, benefits.
- 14. Design and Implementation – What? Keep in mind audience behavior you’re looking for (goals) What are call(s) to action? New work Your news Shows Art events of interest Methods, techniques Commentary, opinions Images What else?
- 15. Message Design Tone: Artistic, Quirky, Professional, Casual, Fun, Exciting, … Scannable Readable Simple Reusable template Headers – From Name, Subject line
- 16. Design and Implementation – When? How often will you send messages? Weekly Monthly Event driven
- 17. Design and Implementation – How? HTML and text-only versions Image processing, hosting QA testing Process, checklist
- 18. Email System Basic Features: List Management Registration Page Profile Management, Unsubscribe Management HTML messages, HTML editor Bounce Handling Reporting Constant Contact, Vertical Response, Outlook, …
- 19. Other Software Tools Database: Excel, Access HTML: Dreamweaver Images: Photoshop
- 20. Reporting Subscribes Sent Bounces Open Clicks Unsubscribes
- 21. Spam, Privacy Issues Existing relationship Explain why person is receiving the message Handle unsubscribe requests Do not share email addresses without consent
- 22. Multiple Channels Complement, reinforce each other: Website Email Mobile Facebook Postcards Calendar listings
- 23. Facebook Why should a person become a friend or like your page? Benefits to them? Don’t just ask people to follow you, “sell” them. For non Facebook users, provide general information about them: purpose, benefits, how to signup, how to effectively use.
- 24. Some Keys to Success Have a communications plan – basic schedule of what you will send. Sign up for various messages, pay attention to what you like, don’t like and why Relevant, useful content Simplicity
- 25. http://www.slideshare.net/dialogworks/artspan-emailworkshop-20100615 Jim Kelly jkelly@dialogworks.com 415-824-8890
Hinweis der Redaktion
- Businesses spend a lot on their image, marketing for a reason – it works.My backgroundSocial media gets a lot of attention but email still very much in the mix
- What do you want out of workshop?Experience doing an email program? If no, why not?Website?
- What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Sonic living – short, timely notifications, personalized
- What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Daily good – short, daily, generally about someone doing something good in the world. Decent summary in the message, can click to read more.
- What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Design Within Reach – Design NotesLongish article about some design point of view, with images. A lot of times related to travels somewhere. Products embedded but not overly salesy.
- What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Squidlist– daily email of blog posts, quirky, artsy things
- What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Sfbc – news of interest, toc + articles
- What messages do you like, not like?What do you like about them: design, content, frequency, length, tone, …?Don’t go to many yoshi’s shows but newsletter has clean layout
- Relationship building, think for long term.
- Who is target audience, where to reach them?
- Don’t ask for information that you don’t need, won’t use or could diminish signups
- What will resonate with your audience?
- Set a schedule
- Keep track, establish baseline, check for anomalies