Using email marketing helps artists increase their audience and sell their art more efficiently.
Selling art online is no walk in the park due to the competition, however, email marketing enables you to reach out to potential customers who are actually interested in your work, something social media is not capable of doing.
This guide will walk you through how to use email marketing to sell your art online.
We will show you how to build an email list, create engaging emails, and convert your subscribers into loyal customers.
So, get ready to sell more art as you master email marketing!
Why Email Marketing is Essential for Selling Art Online
For artists marketing their work online, email marketing presents a powerful opportunity.
It allows one to reach out to interested clients directly and share art without the interference of algorithms and commotion often experienced on other platforms.
Emails are direct and personal, unlike social media where posts can be missed or ignored.
Information is delivered right into someone’s inbox so you can tell your audience about the story behind your latest work, share sneak peek of what your are working or give them special offer with full confidence that people will actually see your message.
Once again emails have a competitive edge: You have complete control over your email list which means the bounds of social media won’t restrict you.
All social media is subject to change at any minute, but the email list is in your control.
You choose what information goes out, when, and to whom.
Building Your Email List: Where to Start
Having an email list as an artist is incredibly valuable, especially when it comes to selling your work online.
Unlike social media, where the platform is in control, your email list is all yours.
You get to decide when and how to reach your audience—no waiting for algorithms to work in your favor!
Easy Ways Artists Can Collect Emails
1. Website Signup Forms
Your website is a great place to start collecting emails.
Add a simple signup form or pop-up with a message like, “Grab a free art guide” or “Get early access to new pieces.”
This gives people a reason to sign up and stay in touch with you.
2. Social Media Lead Magnets
Don’t just post on social media—use it to drive people to your email list!
Offer something special, like a free digital wallpaper or a sneak peek at upcoming sales, in exchange for their email.
Make sure to add links to your signup page in your bio or posts.
3. In-Person Events, Exhibitions, and Fairs
If you’re showing your art in person, this is a great chance to collect emails face-to-face.
Have a sign-up sheet ready or display a QR code that links directly to your signup form.
Meeting people in person often means they’re even more excited to hear from you later.
Tips for Getting Permission and Staying Compliant
When collecting emails, it’s important to follow privacy laws like GDPR. Here’s what you need to keep in mind:
a. Be clear about what people are signing up for (e.g., newsletters, special offers)
b. Always ask for their permission before adding them to your list
c. Make it easy for them to unsubscribe if they change their mind
Crafting the Perfect Email Campaign to Sell Art
Achieving art marketing goals through email requires telling your story, showcasing your work, and guiding people through the buying process to sell.
To achieve the best possible email marketing results, inspire your audience to buy your art like this:
1. Grab Attention with Strong Subject Lines
Your subject line is like your first impression—make it count!
Keep it personal, exciting, and relevant to what you’re offering. Here are a few ideas:
“The Story Behind My New Painting”
“Sneak Peek: Limited Edition Prints Available”
“New Collection: Nature’s Beauty in Every Piece”
Words like “exclusive,” “sneak peek,” and “limited” create curiosity and make people want to open your email.
2. Tell Your Story to Connect
People don’t just buy art, they buy the story behind it. Share why you created a piece, what inspired you, or how you made it.
A short, personal story makes your work feel real and connects with your audience on a deeper level.
For example, tell them what sparked an idea for a painting or share a fun moment in your creative process.
This makes them feel like they’re part of your journey.
3. Show Off Your Art with Great Photos
Great photos are everything when selling art. Use clear, high-quality pictures that really showcase your work.
Make sure they load fast, and add a little description—like the title, size, and materials used—so buyers can get the full picture.
But don’t overwhelm them with too many photos in one email. Keep it simple and beautiful.
4. Include a Clear Call-to-Action (CTA)
Every email should tell people exactly what to do next.
Whether it’s “Buy Now,” “See the Collection,” or “Get Your Discount,” your CTA should be easy to spot.
And make it simple—link it to a page where they can buy or learn more. You want them to take action, not guess what to do next.
5. How Often Should You Email?
You don’t want to annoy your subscribers, but you also don’t want them to forget about you.
Here’s a good rule of thumb:
1 or 2 emails a month for updates, new artwork, or personal stories.
More emails for special events like a new collection, sales, or invites to an exclusive event.
The key is to mix in some promotions with stories, sneak peeks, or behind-the-scenes content.
Keep it interesting so they stay excited without feeling spammed.
Types of Emails That Help You Sell Art
Email marketing is all about building a relationship with your audience, and mixing up the types of emails you send is key to keeping them engaged.
Here are some email ideas that will help you connect with your subscribers and get them excited to buy your art:
1. New Collection Announcements
Whenever you drop a new collection, let your subscribers be the first to know!
Share some stunning photos of the new pieces, tell the story behind the collection, and include a simple link where they can check it out and buy.
This makes them feel like they’re getting exclusive access to your latest work.
Example subject line: “My New ‘Seasons of Change’ Collection Is Here!”
2. Behind-the-Scenes Stories
People love seeing the process behind the finished product!
Share sneak peeks of your sketches, works in progress, or videos of you creating your art.
It helps your audience feel more connected to you and your work, and it shows them the passion you put into each piece.
Example subject line: “Here’s How ‘Sunset Dreams’ Came to Life”
3. Limited-Time Promotions
A little urgency can go a long way!
Offering a limited-time discount or special offer can motivate your subscribers to take action right away.
Whether it’s a seasonal sale or a flash discount, make sure to highlight how long the offer lasts.
Example subject line: “48-Hour Flash Sale – 20% Off All Paintings!”
4. Customer Testimonials and Success Stories
Sharing stories from happy customers helps build trust.
If someone loves your art, share their feedback and maybe even a photo of it hanging in their home.
This makes your emails feel more real and relatable.
Example subject line: “See How Collectors Are Loving Their New Art!”
5. Exclusive “Subscriber-Only” Previews or Discounts
Make your subscribers feel special by offering them something they can’t get anywhere else.
Whether it’s early access to your new collection or an exclusive discount, this makes them feel appreciated and more likely to come back for more.
Example subject line: “Exclusive Early Access to My Spring Collection!”
Segmenting Your Audience for Better Results
Segmenting your email list is simply about dividing it into smaller groups based on things like what your subscribers like, what they’ve bought before, or how they’ve interacted with your emails.
This way, you can send them emails that feel personal and actually match their interests, which means they’re more likely to pay attention and make a purchase.
When you send the right message to the right person, they’re much more likely to open your email and take action.
On the flip side, generic emails that don’t speak to anyone in particular tend to get ignored or sent straight to the spam folder.
So, by sending more targeted emails, you can build a stronger connection with potential buyers, helping you sell more of your art.
Example Segments for Artists
New Subscribers vs. Repeat Buyers: New subscribers are probably getting to know you and your art, so send them a welcome message and a bit about your creative process.
But repeat buyers? They’ll love getting exclusive offers or rewards for their loyalty.
Buyers Who Like Specific Styles: Some people might be into your abstract work, while others love your watercolor pieces.
By sending emails with art that matches their tastes, you’re much more likely to catch their interest.
Engagement Level: Not everyone engages with your emails in the same way. Some are loyal fans, while others may need a little reminder.
Send special offers to your most active followers and a “we miss you” email to those who haven’t interacted in a while.
Personalizing Your Emails
Once you’ve sorted your list into these groups, make your emails even more personal:
Use subject lines that speak to their specific interests (e.g., “New Abstract Art You’ll Love!”).
Show them art that’s similar to what they’ve bought or looked at before.
Give them sneak peeks or early access to collections that match their tastes.
Measuring Success: Key Metrics to Track
To make your email marketing work for selling art, you need to see how your emails are doing.
Tracking a few key numbers helps you figure out what’s clicking with your audience and what might need a little tweak.
1. Open Rate
This shows how many people opened your email. For most artists, a good open rate is around 20-30%.
If yours is lower, maybe your subject line isn’t standing out enough.
Try playing around with different subject lines or test different send times to see what grabs attention.
2. Click-Through Rate (CTR)
This one tells you how many people clicked on a link in your email, like a link to your shop.
A solid CTR for artist emails is usually between 2-5%.
If it’s lower, maybe your call-to-action isn’t clear enough, or your artwork isn’t shining through in the email.
Make those links pop and show off your art in a more exciting way.
3. Conversion Rate
This is the golden metric.
It shows how many people actually took action after clicking your link — like buying your art, signing up for a show, or booking a visit.
If this number is low, make sure your emails are easy to understand and your buying process is smooth.
Clear pricing and a simple checkout process can help!
What to Do If Your Numbers Are Low:
1. Low Open Rates: Try crafting more eye-catching subject lines or sending at different times of the day.
2. Low CTR: Make your links stand out more. Use high-quality images of your work and make your messages more enticing.
3. Low Conversions: Streamline the buying process. Make it as easy as possible for people to buy, and highlight any special offers.
4. High Unsubscribe Rates: If people are unsubscribing, maybe you’re sending too many emails or the content isn’t hitting the mark.
Try mixing in some value-driven content, like behind-the-scenes stories or fun art tips, to keep people engaged.
Conclusion
Email marketing is a game-changer for artists looking to grow their online presence and sell more art.
By building a strong email list, sending personal and eye-catching emails, and targeting the right people, you can turn followers into loyal fans who are excited to buy your art.
Unlike social media, email gives you full control to share your work, tell your story, and offer special deals directly to those who care.
It won’t happen overnight, but with a little consistency, creativity, and keeping track of what works, email marketing can become your secret weapon enabling you to sell more art.
It’s the perfect way to stand out and build a business that lasts.
Start using these tips today, and see how email marketing can help you connect with your audience and boost your sales.
Your next art collector might just be one email away!