Guest blogger Mckenna Hallett shares amazing statistics and insights on email marketing and how it can make a dramatic difference in your art sales.
When I started my art jewelry business in 1992, I knew immediately that my location on Maui was not going to allow for much income growth. Being in the top fine arts and crafts galleries in my state was not enough. I needed to expand to the mainland.
By 1993, I had a computer (anyone speak DOS?) with internet and a dial-up modem (who can still hear that noise?!), and I had a digital camera. It was only .8 mp (that’s Point Eight), and it cost just over $1000, but I had a marketing plan. It involved some new thing called: the World Wide Web.
Emailing was not easy then. It involved not just sending, but a lot of hand-holding of my clients in the beginning (and still sometimes today) explaining how to open attachments, but it was direct and powerful.
Fast forward 22 years and it was the best investment I could have made. Over 50% of my annual income is a direct result of my out-bound marketing with emails.
Emails Have Deepening Impact on Sales in 2014.
In a respected and significant study by global management firm McKinsey & Company, email marketing was overwhelmingly superior to social media. Its power to reach consumers and convert consumers is due to the fact that over 91% of all US consumers use email every single day. However it’s a bit surprising to learn that, “email marketing spending will balloon to $2 Billion in 2014.” according to Forester Research. And all this is before the big changes at Facebook.
Facebook changes the rules again.
Surely you have noticed that Facebook is no longer allowing your posts to reach many followers. Several months ago they changed their algorithms. You are now encouraged to pay to boost your post if you want more than a single digit in notifications. Have 500 followers? Facebook decides who gets sent a notice and you would be lucky if 50 people get the notice and that doesn’t mean they actually read the notice.
Email marketing to the rescue! Email campaigns using a service like Constant Contact or Aweber, for example (not Gmail or other personal systems) have upwards of a 97% deliverability rate. You can drive buyers right to your door, your art fair, your studio, your art opening. You have so many ways to stay in touch and so much you can do with an email list.
It has been the backbone of my income for all of my 23 years in business. These are just part of a long list of reasons:
- My “outbound” marketing emails directly account for over 50% of my income every year.
- It’s a proven tool for “intimate” and targeted, segment-specific communication.
- There is nothing in an email to distract from your message.
- It allows me to control demand. If I am swamped, I just don’t send an email to my whole list or at all. If I want more orders, I send to every person who has ever even inquired about carrying my line.
- It’s the easiest, most personal, trackable, and efficient e-marketing possible.
- I can control where I direct the reader using a CTA (call to action) link.
- I know exactly who opened an email, and when and if they clicked on a link.
- I can have my entire history of engagement, open rates, click-through, and more for every individual client in a few clicks.
I love and depend on email. The rules don’t change and it’s used by virtually everyone every day. Today, it is rightfully RE-emerging as the go-to way to stay in touch for marketers.
By the way, how do you get your notifications of happenings on FaceBook or Tweets? By email, of course!
Stop and think about this: Without emails, there would be no social media!
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