10 Email Opt-Ins that Are Ideal for Artists and Creatives
Captivating the attention of your ideal audience once they land on your webpage is all kinds of wonderful, but do you know what’s even better? Having them leave their email address, because they can’t wait to hear from you again!
If you’ve spent any time online, you’ve probably noticed all kinds of email subscription requests that offer something in return for your email address. There is a reason this practice is so widespread. It is because your email list is your business’ number one asset!
The stats prove it. Email marketing is more effective than any other marketing channel, including search and social media, and your artist portfolio website is the ideal tool to help you collect your site visitor’s emails before they click away. So, before you start to cringe at the thought of becoming ‘salesy,’ think about creating an email opt-in that is perfectly in sync with who you are, who your ideal audience is, and that will feel good. Think of it as an opportunity to give something of value to your audience as soon as they express an interest in you and your work. Who doesn’t love receiving something of value for free?
In order to come up with the right gift, though, it helps to have a clear idea of who your ideal audience (or customer) so that the offer is exactly what your customer needs or wants. The value of your opt-in is directly related to how well you know your target customer.
I’ve gathered a some free email opt-in offers that are particularly well-suited to creative businesses such as those of artists and illustrators.
Personal Guides
Putting together a free guide on a topic such as framing and hanging your art, or a “Beginner’s Guide to Collecting Art” could help people who admire your work, but who may not feel fully confident about making decisions in any of those areas. It also shows that you care enough about your work to care about how it is exhibited (and, if you don’t care, how can you expect others to care?). Obviously, if your ideal audience is highly knowledgeable and experienced in the art world, this type of opt-in could backfire, so a word to the wise: choose your topic carefully.
Format: Downloadable PDF, or password-protected video. I have a free fully-customizable pre-written and pre-designed Framing Guide for you. Grab it here!
Downloadable Print
The sky's the limit here, as you can offer free downloadable cards, frameable prints, gift tags, calendars, etc. This type of opt-in is particularly ideal for illustrators and designers, but this really depends on your intended audience, and your current paid offerings.
If you’re in Fine Arts, this is likely not the best opt-in for you, as this offer could diminish the perceived value of your fine art prints.
Format: Downloadable PDF.
Desktop/Mobile Phone Wallpapers
This is an especially attractive offer that does not require much of an up-front investment in time and energy. The key here is to get the image dimensions right, and to make it a high-quality image download so that it does not become distorted or blurry. Tip: Canva has standard wallpaper dimensions for those gadgets, and is super easy to use, for free, and no design skills required. Also, consider making this a monthly event to keep your subscribers coming back to your website, which is great for SEO.
Format: Downloadable PNG or JPEG.
Process Video
Most art lovers and patrons enjoy learning about the creative process, so inviting them into your studio (virtually) to see how you create your work will bring a special kind of thrill to someone who already has demonstrated interest in your work.
Format: MP4 video, embedded in a password protected page.
Video Tutorial
If you’re an artist-educator, or offer art instruction, offering a short video tutorial on one of your most popular topics is an ideal way for potential students to see what they can expect. The video production values should be as high as you can manage, so if this is not your forté, enlist someone to help, or take it on yourself, with the help of the almighty Google search (I’ve seen some excellent videos on iPhone video strategies, for example).
Format: MP4 video, embedded in an email subscription thank you page.
Coloring Pages
Coloring pages or coloring books are well suited to artists and illustrators whose target audience includes parents of small children (although, come to think of it, coloring books for adults are a hot item now!). Your aesthetic may or may not be consistent or ideal for coloring pages, so something to think about. Your opt-in should be highly consistent with your art, not conceived as a contrived ‘add-on.’
Format: Downloadable PDF.
Resource List
If your ideal audience includes artists and other creatives, you probably field questions about your process and tools, so a resource list provides a perfect opportunity to share your favorite resources in a way that is practical and helpful. Developing a list of art supplies, tools and retailers can be relatively easy; and if you can, explain what you like about each of your selections. Others will appreciate your generosity and experience.
Format: Downloadable PDF.
Giveaway
Running a giveaway is a great way to grow your email list. If you want to consider this option, house the offer on your website, require an email to enter, and use your social media channels to promote it. That brings people to your website, where they can review the rules, and enter for a chance to win a print or original work. Also, do note that most social media platforms have stringent rules that apply to giveaways, so do your homework on that front (all are usually pretty easy to observe, but you don’t want your account to be shut down because you overlooked that step).
Format: Giveaway landing page integrated with your email service.
Access to a Private Facebook Group or Patreon
If you love building community, and enjoy interacting with others around a particular topic, creative practice or broader issue, creating and leading your own private community may be a good fit for your business. Members can be anywhere in the world, or you can restrict membership to people in your local community, for example. It does require a time commitment, so think about that before you dive in. Depending on your business model, I’ve seen several artists use this strategy as a launching pad for very successful paid membership programs.
Format: Link to your private group, with a brief application survey.
Value-Added Newsletter Subscription
This is the most common, and most important, call to action for any website. However, there are a few caveats.
1) If you don’t enjoy the process of planning and creating a newsletter, don’t refer to your emails as newsletters.
2) If you want to be able to establish a connection with your site visitors, make sure you’re offering an enticing benefit such as a discount on their first purchase, and early access to new work, for example. And, if you’re in the Fine Arts space, and your target audience values luxury and exclusivity, consider calling your list a “Collector’s List.”
A little creativity can go a long way when it comes to welcoming a site visitor into your world. Spend some time on the sites of other artists you admire, or follow, and see what they do in this area. Or, take a quick look in your own email inbox, and notice some of the incentives you took advantage of when you signed up for a list. What motivated you to take that step? Obviously, don’t copy them, but use the information as inspiration to develop an irresistible offer that is consistent with your personality, your work and your ideal audience.
If you’re still not quite sure about the best opt-in for your business, think back: What are some of the most common questions or requests you have receive from customers in the past? Is there something you can develop to answer those questions, or meet that need, in a way that will go above and beyond what they expect?
A final reminder: Don’t forget to include your signature or logo on your opt-in documents, and your copyright notice (as simple as: Ⓒ YOUR FIRST & LAST NAME, YEAR).
Good luck! Let me know in the comments, which of these ideas appeals to you, or what’s been working for you lately. Also, check out my free template below! Did I mention that it’s completely free?
