Why Every Artist Should Build an Email List: Reclaiming Control in a World of Changing Algorithms
In the era of social media dominance, it’s easy to assume that a strong online following equates to success. Platforms like Instagram, TikTok, Threads, and LinkedIn provide incredible tools to showcase your work, offering a window into your art for a global audience. But as social media constantly shifts—algorithms change, engagement fluctuates, and trends take over—it’s easy to feel like you’re working for the platform rather than on your art. Instead of pouring your energy into creating, you’re caught up in chasing likes, studying metrics, or jumping on the latest content trend. It can feel as though you’re on a treadmill, running toward visibility but never fully in control.
For artists looking to take back control of their audience and their career, one of the most effective strategies is to build and nurture an email list. Unlike the impersonal, unpredictable reach of social media, an email list is a direct line to art lovers, collectors, and followers who want to hear from you. This isn’t to say you should abandon social media altogether; rather, it’s a reminder that if you’re not already using email marketing and building an email list, now is the time to start. Here’s why every artist should prioritize building this invaluable resource—and how to start.
1. Why Email Lists Matter in the Age of Social Media
Having a large social media following is certainly valuable, but these platforms ultimately control when, where, and how often your followers see your posts. Even a significant following can mean very little if algorithms don’t favor your content. With an email list, you’re in full control—each message reaches your subscribers directly, with no algorithms filtering what they see. This direct connection ensures your audience hears from you consistently, helping to build a stronger, more personal bond. Artists also enjoy some of the highest open rates across industries, making email an especially powerful tool for reaching and engaging your community.
Email marketing remains one of the most effective methods for direct engagement, especially in the art world. Art buyers, collectors, and even fellow artists often value authentic, meaningful connections. Receiving a personal update—whether it’s a studio newsletter, an exhibition invitation, or insights into your creative journey—feels far more intimate and memorable than quickly scrolling past a post in a feed.
2. Building Your Email List: Straightforward Tips for Artists
Growing your email list doesn’t have to be complicated. Here are some straightforward, effective tips to begin:
Ensure a Visible Subscribe Button on Your Website: Make it easy for people to subscribe by prominently displaying a subscribe button on your homepage and other important pages.
Leverage Social Media: Use your social media accounts to grow your subscriber list. Tools like ‘link in bio’ can redirect followers to your sign-up page, or you can share a direct link in your Instagram story. You might also encourage people to message you if they’re interested in joining your mailing list. Utilize social media as a powerful tool to cultivate a more direct and engaged list of subscribers.
Host Open Studio Tours and Keep a Signup Book Handy: Invite people into your studio space to see your creative process firsthand. Place a signup book or tablet at the entrance, encouraging visitors to join your email list. People who visit your studio are often deeply interested in your work and are likely to appreciate staying updated about future events and projects.
Create Flyers Featuring Your Work and a QR Code: Flyers with a clear image of your work and a QR code that links directly to your mailing list signup form are simple yet effective. Distribute these at local cafes, libraries, and community spaces where art lovers are likely to gather.
Get Creative with Your Marketing: There’s no rulebook for how you reach potential subscribers—don’t be afraid to try unconventional ideas. For example, a young man once came into our studio wearing a T-shirt with paper QR codes taped to it. When I asked him about the QR codes, he replied, “Scan one.” Curious, I scanned it and was directed to his website, where he’d just posted a fantastic video showcasing his latest work. I had an exhibition coming up and ended up hiring him as a videographer for three future events. This exchange was simple, but it left a lasting impression. Sometimes, a unique approach can be the key to meaningful connections—and ultimately, new opportunities.
Always Carry Business Cards and a Signup Book: Whether you’re at an art fair, gallery event, or public appearance, carry a signup book or tablet for people to join your mailing list on the spot. It’s a small but highly effective habit that could add dozens of new names to your list.
Be Respectful of Subscribers Privacy: Now that you’re building your email list, it’s essential to use it wisely. No one likes being bombarded with emails, even if they appreciate your work. Keep your communications professional and respectful. Cherish these relationships, and if someone asks to be removed from your list, honor their request without hesitation. Maintaining trust with your audience is key to fostering long-lasting connections.
3. Use Your List to Keep Followers Engaged: Newsletters That Matter
An email list isn’t just a means to promote your art—it’s a way to foster a relationship with your audience by keeping them involved and updated. One of the best ways to do this is through a monthly newsletter. A consistent monthly update keeps your followers informed and invested in your journey, which is crucial for building long-term support.
I once had a client tell me, “Stay consistent with your emails because I want to follow along with what you have going on.” This simple advice highlights the importance of keeping a regular schedule. In your newsletters, share your current projects, recent achievements, or inspirations. By offering subscribers this inside view, you’re creating an experience that’s richer than a simple social media post.
Here are a few ideas to keep your newsletter content fresh and engaging:
Share Your Story and Process: Your followers want to know more than just the finished product. Use your emails to share the inspiration behind a recent piece, a breakthrough moment in your process, or thoughts on art and life. This kind of storytelling builds a personal connection and keeps readers coming back for more.
Invite Participation: Offer subscribers early access to exhibitions, private viewings, or even the chance to purchase art before anyone else. You can also ask for their feedback on upcoming projects. By inviting their participation, you create a sense of community and mutual respect that is difficult to achieve on social media.
Celebrate Milestones Together: Did you get featured in a publication, host a sold-out show, or hit a significant artistic milestone? Share these moments with your email subscribers. Celebrating successes with them reinforces that they’re part of your journey, strengthening their support and loyalty.
Personalized Messages: A personalized email always means a lot. Whether it’s a heartfelt thank-you to a recent collector, a cheerful holiday message, or an exclusive invitation for top supporters, emails let you reach out in a genuine way. They’re more than just updates—they’re little moments to show appreciation and remind people why they’re part of your journey.
4. Embracing Consistency and Authenticity
Consistency is key to building an engaged email list. Whether you send emails weekly, bi-monthly, or monthly, try to stay on a schedule that respects both your time and your subscribers’ inboxes. And remember, your tone should be authentic—don’t try to make every email a masterpiece or a hard sell. Your subscribers will appreciate hearing from you as you are.
In a world where algorithms dictate who sees your work, an email list gives you stability and control. Reaching out directly to your audience, inviting them to studio tours, and getting creative with in-person interactions like that QR-code T-shirt can all help you build and nurture a loyal base. Sometimes, we need to get back to the basics and really connect with those who have already supported us. When you prioritize building a direct line to your audience, you’re creating a network of supporters who feel genuinely invested in your art. Take a step off the social media treadmill, start gathering emails, and watch as your art career grows in meaningful and sustainable ways.
Final Thought
Email Marketing Statistics
(All of these statistics were pulled from Forbes)
The most popular time to send an email marketing campaign is Tuesday at 12 p.m.
41% of email views come from mobile devices
People are three times more likely to make purchases from email marketing than social media
59% of people say that email marketing impacts their purchasing decisions
50% of people said they buy from a marketing email at least once a month
Independent Artists, Writers, and Performers have the 7th highest open rates amongst businesses at 41.40%
