- The Inspiration Piece. This is one of my favorites. If you have an idea or topic or message you'd like to convey, pick a showstopper piece to grab attention that conveys your message visually. Conversely, pick a showstopper piece and think about how it makes you feel. These days I think a lot about how looking at art helps me get through my days. Think about how you can connect with your audience. How can you make your art meaningful to them, in this moment? Pick great art, be thoughtful, and then share something genuine. Award-winners deserve mention in accordance with the importance of the prize, in the world and to you. It's important for your collectors to know of your growing reputation, but make sure the story stays interesting.
- The Show Announcement. Even if the email is a simple formal show announcement, a line or two at the bottom just for your email subscribers personalizes the experience and makes recipients feel special and 'in the know,' helping them root for you and increasing the likelihood they'll click through to the exhibit. Depending on the show, it might deserve several sentences of backstory or inspiration.
- The New Work. Since the work is fresh, it's easiest to write about, and you can share something short about how the piece came into being. It could be an inspiration, or a detail about its construction or maybe the story of how you got lost as it was getting dark, but you had to stop and pull over anyway to take the shot this painting was based on. Every creation has a story.
- The Teaching Hook. If you're announcing a new workshop schedule, you'll choose a compelling example, and better still, give an image for each different topic. Think like a student when crafting descriptions: make them brief, compelling and include where and how to sign up.
- The Process Story. Take a few progress shots during the evolution of your work, and share them in an email, explaining a bit about the decision-making and discovery that is a part of art making. Contrary to expectation, this kind of content (provided it doesn't get technical) is not just for students. Your collectors and fans love to learn a little more about the secret sauce. Their appreciation grows as their understanding deepens.
- The Next Level. There's another whole powerful aspect to dive into here that's well worth exploring when you're ready: adding video to your newsletter. See Dave Geada's newsletter here for more ideas and inspiration.
Frequency
How many images to use per email newsletter? How much information to include? There is no one right answer to this, and the length and content of your newsletters will no doubt vary a bit. Consistency is more important when it comes to frequency. You should stay in good touch with your audience: at least once a month if you can manage it, and up to once every couple of weeks if you like. Remember, your goal is to stay on their minds. But like any relationship, the quality of the communication itself needs to stay interesting and surprising.
Length
Often I will start with one large images using one of the above ideas, and after a brief note written in my 'sitting at the coffee shop' tone, I have one or two items of business below my message - sometimes a gallery opening, an award, a sale on my website store (this last I try to stagger only every few emails, as I do not want my emails to feel like ads.) Toward the bottom, I often showcase several images of new work. I know from experience that this is one thing people open the emails for. Be careful of overwhelm: If you have a lot of content items, consider breaking it into two emails, and edit the information down into easily consumable, visually pleasing bites. Alternatively, if you find you like writing long columns on how a painting came to be, with images and descriptions, you may be a blog writer. I have found the best strategy in this case is to go ahead and write and publish the long form as a blog, and create your newsletter with using just the opening of the same piece, with a link to read the entire article. See an example of this, Seeking Warmth in Winter, here.
Follow-Up
Remember you're creating conversations and building a long-term relationship. Once your email goes out, be prepared for responses, from appreciative comments to questions. Acknowledging each personally will gain you lifetime followers. We all crave real, personal connection, especially now.
Final Tip
I keep a note on my phone and computer dedicated to 'Newsletter ideas,' and just throw in inspirations and announcements I need to make in my next newsletter, as I think of them. That way I'm never starting from scratch when it's time to write my next one.
Happy writing!
Jeanne
