Start with a Great Subject Line As any good journalist knows, an attention-grabbing headline is everything. I learned in a recent analysis that my best 2020 email open rates corresponded not necessarily to the most interesting emails, but to the ones with the catchiest subject lines. Which would you rather open: 'April Happenings' or 'A Pinch-Me Moment"? Hint: don't start with this-create it after you write the newsletter. That's when you'll know what it's really about, and how to spin it in a fun way.

Let Your Images Speak. Your audience signed up because they like your art-let it do most of the talking.

What's the Story? You might have a show announcement or a new class offering, or a big award, or you might be sharing a new painting. Always remember: what's in it for your reader? Regardless of your 'news,' your goal is to bring value to your reader. Whether it's inspiration, or a brief behind-the-scenes look at your show, painting, or process. Give them a payoff for opening your mail.

Keep it Short. Think about your own inbox. What do you want to open first? Right now in my inbox there languish several emails I want to get to: Interesting, lengthy missives I know I should take 15 to 20 minutes or more to read. But too often they stay there until they are obsolete, and then I delete them. Don't become your audience's should-read. Instead, be your reader's two minute treat-a quick, reliable, reward, a delight break from the daily onslaught of work, bills, and ads.

Lift the curtain. Nothing new to share? Take pictures of your studio or create a quick video tour. Everyone loves a peek into where the magic happens-messy or meticulous, the materials you work with hold fascination for your fans and collectors.

Be real. Maybe the most important thing to remember as you shape your newsletter is this: share who you are, relax and be yourself, as if writing to a friend having coffee. You are developing relationships, so let people see who you are.