Many artists are afraid of “bugging” their list with too many emails. Yes, it’s possible to bug people too much, but it’s also possible to upset them because they didn’t hear about your event.
One missive is never adequate to ensure people show up or respond.
You’re missing out on a big opportunity if you fear the email blast.
How a Blast Differs from a Newsletter
An email newsletter is sent on a schedule. It’s delivered, for instance, weekly, bi-weekly, or monthly.
A newsletter is fairly substantial. It might have, as my Art Biz Insider has, a main article, a personal note, and announcements about upcoming events. In other words, it has sections of news that readers can skim to find something of interest.
In contrast, an email blast focuses on encouraging a single action. In it, you might invite readers to:
- Attend an event
- Sign up for a class
- Donate to a crowdfunded project
Each of these bullet points is asking for one thing from the reader: either they will attend/sign up/donate or they won’t. They don’t have to decide between this article or that article or this request or that request. They must make only one decision.
That’s the beauty of the blast → One request, one action.
If your results are anything like mine, you’ll get much more traction from an email with a single message than a newsletter with options.
Of course, one message often won’t do. Consider a series of emails focused on the desired action.
Email Blast Rhythm
You may have sent a postcard or mentioned your event in your newsletter or on your blog, but you still need to call attention to it.
Let’s say you have an exhibit opening. You could send the following four messages.
1. A “Save the Date” announcement – 4 to 6 weeks out
2. An official invitation to the opening – 2 weeks out
3. A reminder to attend – the day before the exhibit opening
4. A reminder to see the show before it closes – final week of exhibit
You can see how these could quickly become annoying. If you had a lot of events and they overlapped or butted up against one another, it is possible to send too many emails.
Don’t do this! Space out your email blast series so that they’re helpful to your list members rather than annoying. I suggest that running the series above two or three times a year isn't too often.
Another way to avoid the irritation factor is to use this series only for geographically appropriate messages. If you’ve done a good job segmenting your list, don’t email an invitation to someone in Vermont to come to your opening in Arizona tomorrow.
Or, if your stomach needs to warm up to the thought of sending several emails, start with #3 and track the results you receive from sending only the last-minute reminder.
What do you think? Do you fear the email blast?