5 Ways to Write Converting Newsletters for Your Artist Website

Online newsletters are a great tool to market your art products and services to the masses. As with all online content creation, however, there is a right and wrong way. Regardless of the specifics of your art website newsletter, conversion is the ultimate purpose. You can have great content and a striking layout, but above all else, you need your readers to act upon what they’re reading.

Newsletters are unique because they are more engaging than just a web page or blog post. They can provide a wide range of interesting topics to relate to a broad range of readers, especially buyers. You can appeal to your viewers’ emotional side while engaging them with your artistic projects, services, and more. Here are some crucial tips to follow when creating your newsletter:

1. Write for Your Target Audience

It’s important to know who your target audience is. Who are you trying to reach and what will appeal to them? By knowing that information, you will be able to target your message to that particular group of people. There are many online resources that can help you find the best marketing strategy for targeting your online art audience. Here are some free marketing resources with information for newsletters:

  • MailChimp – This platform has lots of information for business interaction and marketing resources via email. You can download news and reports on their MailChimp Research page.
  • MarketingSherpa – This research institute offers practical case studies, research, and training for marketers by tracking what works. You can find free reports and paid training on their website.
  • SilverPop – SilverPop’s research can provide you with information regarding marketing, social, mobile, and campaign automation, behavioral marketing and email, email marketing, web forms, lead and contact storing and analytics and reporting. By simply sharing your email address with them, hundreds of their studies are accessible to you free of charge.

2. Have a Content Plan

Those who subscribe to your online art newsletter deserve to have great content to read. You need a plan as to exactly what you want to say to your readers. You should give a clear message to them, and be sure to have sufficient information in each email. While you need to stay focused on those marketing goals, you must never forget the human element.

Here are some questions you can ask each time you plan a newsletter:

  • Who are my target art buyers?
  • What do my subscribers expect from my newsletter?
  • How often would subscribers want to receive an email?
  • Where will I find the new content for the newsletters each time?
  • Do I have competitors, and if so, what do their newsletters look like?

Email marketing is very competitive, and you will need to compare yourself with the best artists in order to really get anywhere. Focusing on competing with campaigns you consider average will not likely help you reach substantial goals. Your standards should be extraordinarily high in order to compete. In fact, according to the 2015 Email Metrics Benchmark Study from SilverPop, “average is the new low” when it comes to marketing through emails.

3. Make Your Art Newsletter Scannable

If you’ve ever had to read a long and boring page online, you know how tedious it can be. People have a limited capacity for processing information, and therefore, it’s important that your art newsletter is laid out in short sections. In fact, it’s best to use less than 9 sections to maintain your audience’s interest. Also, if you use subtitles throughout, along with some bullet points and numbered-lists, people can skim and still read most of your newsletters.

4. Strategize Around Emotions

While it’s important to keep your newsletter readable, you have to consider the content’s feel. You have a particular mindset or attitude to pass on to your readers. Before you begin writing your newsletter, decide the tone you want to use. You can be warm and friendly, funny, direct, or serious and professional.

Again, consider your buyers: what do they need to hear from you? What would be most appealing to them? How can you reach them in the most effective manner?

5. Make Your Newsletter Mobile Responsive

As you create your art newsletter, make sure it is adaptable and easily viewable on all mobile devices. This may require eliminating some images or forms, but you will appeal to nearly 65% of readers who open their email from a smartphone.

In 2013, iPhone data was collected from Movable Ink’s Agile Email Marketing Platform between October 1st and December 31st. According to the U.S. Consumer Device Preference Report, instead of desktop computers and laptops, more people opened emails. It’s absolutely vital to have a website and newsletter that has a mobile responsive theme and content.


A newsletter for your artist website can be a profitable way to increase traffic to your site, engage your clients, and generate sales. If you take the time to appeal to the right audience – especially buyers – you will be rewarded with high engagement and conversions. Subscribe to receive more articles like this in your inbox.

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About Ashley Kimler

Ashley is the founder of Notispress, an inbound digital marketing agency for creative professionals and non-profit organizations.

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