This Is What It Really Looks Like to Nurture an Art Audience with Email

Understand the way that people buy art,

and you understand how to share your stories in a way that

makes a connection with them.

Then you have a fan that will one day turn into a buyer.

Imagine your readers sitting down with a warm cup of tea, in a nice cozy spot just to read your emails, and you will have some idea of what to share. Share your thoughts about your art, your art adventures, a tiny bit about your life as a human, and a peek into your process and ideas. 

Nothing fancy. Just a little escape into a world where they feel good- your world. 

It doesn’t have to be long. In fact, short and frequent is perfect. Include lots of pictures. Let them escape a little bit into the things that inspire you. 

Just regular emails, maybe 2-3 times per week or more. Readers feel a connection to you and your art.

Once in awhile, but on a regular basis (like once per month), offer them something to buy. Tell the story of the thing- maybe it is an original piece, a collection you’ve been working on or a show you are in. Give them some context and something to buy into, and if they are ready, they will buy.

Not pushy. Not salesy. Just an offer to buy into the story they love- yours and theirs- fuelled by the connection they feel. 

Once per month is a nice rhythm- if you are sending emails often enough, it doesn’t feel like you are selling all the time. Every 9 or 10 emails, you can offer something. Share an image directly linked to a checkout or website buying page, share details about a show or event they can attend, or collection that you are releasing. Talk about it for a few emails, then go back to non sales storytelling.

All you have to do is occasionally make them aware of what they can buy when they are ready, and make it easy for them to do so. 

Your art sales strategy becomes different- you aren’t searching for what they like, or for immediate buyers.

You are gathering a group of people who love your story and your art.

You are frequently and regularly letting them into your world by sharing openly about your art and how or what it makes you feel. They feel a connection, and then follow you on whatever platform you offer- socials, in person events… and email. 

Email is the best conversion. Why?

Email gives you a direct line to them. You are there, in writing, pictures or video, telling stories and strengthening your connection with them several times per week.

By sharing engaging stories (remember, they think you are amazing), you keep them opening your emails, feeling warm and fuzzy about you and your art, and top of mind when they are ready to buy. That is when you offer them something. It’s part of the rhythm- give, give, give , then offer. Not “sell”, but “offer”.

Remember- they are on your list because they WANT to buy your art. Entertain them and be top of mind.

That is what nurturing an email list looks like.