Email is a powerful tool for art sales. It can be used to increase revenue, connect with clients, and more. However, not all emails are created equal. This article will help you improve communication and engagement in your one-on-one email interactions.
Before diving in, it’s crucial to remember that engaging emails aren’t formulaic. You can’t add a dash of this and that to every email to make them work like magic. Great emails require trial and error and, most of all, a personal touch — just like good writing. That said, there are best practices that will help you ensure emails don’t go straight to spam. So if people don’t respond, you know it’s your message that needs tweaking and not anything else.
Seven Enhancements That Increase Email Offer Engagement
- Make sure your email is readable. It seems like a no-brainer, but ensuring your email is easy to read is essential. Use short paragraphs, clear headers, and bullet points when possible. Additionally, proper grammar and spelling will improve readability and perceived professionalism. A tool like Grammarly helps check your messages’ grammar, spelling, and punctuation.
- Personalize your emails. A personalized email is more likely to resonate with your audience. This type of email tends to have a higher open rate and click-through rate, so it’s a great way to reach out to your collectors and promote your art business. Software like ARTERNAL Smart Mail helps you personalize emails in bulk — enabling you to reach more people with targeted messaging.
- Email tracking. In a perfect world, people would respond to every email. Since that’s not the case, you need a way to understand how people interact with them. Email tracking allows you to see when emails were opened, links clicked on, etc., helping you determine the best way and time to follow up with recipients.
- Polish your subject line. The first thing people see when your email arrives is the subject line. Galleries must find the balance between subject lines that are interesting but don’t cross over into spam territory. Try A/B testing different subject lines with a smaller batch of recipients and then optimize the more effective line with a larger group.
- Leverage images with precision. Many email providers block images from unknown senders by default. But since they are vital to selling artwork, you need to use them strategically. One step is getting permission to send images beforehand and encouraging recipients to add you to their contact list. Additionally, formatting images correctly to be aesthetically pleasing will make emails appear less like spam. Including a few well-chosen images in your email and linking to an online viewing room for the rest can boost email performance.
- Use an RSVP link. Since viewing the artwork in person helps the sales process, you’ll likely be inviting people to exhibitions and art fairs. An RSVP link will facilitate responding to your invitation and automatically add people to the guest list. Its ease of use helps boost response rates, and you can easily use a tool like Jotform to create RSVP forms that you can link to in your emails.
- Use an RSS link. RSS allows recipients to subscribe to your email so they always receive your latest messages. Adding this feature to your signature and upcoming events is a great way to keep people engaged and stay top of mind. Mailchimp makes it easy to turn your art gallery’s blog posts into an email feed that customers can subscribe to.
Personalize Strategically With CRM Software
Crafting a great message is step one when leveraging email as a sales tool. But before clicking send, you must ensure the message gets to the right audience. A CRM like ARTERNAL helps you segment and organize your art gallery’s audience by all kinds of metrics, enabling you to choose which individuals will find your offer most relevant. Learn how you can personalize emails at scale and make them more efficient by trying a demo today.