Tag Archives: email marketing

Emailing for the Arts

Staying in contact is a constant struggle for artists, art museums and galleries. The need to inform and invite people is great, but the knowledge of how to do so is not always as strong. In the world of art having the tangible postcard invite is great because many still see postcards as a work of art or keepsake, but many people still yearn for an electronic version.  With emails you can reach an international audience.

With email marketing a person can send emails directly to interested parties and track if there is a return of investment from the individual email. According to one email marketing company, Stream Send, there is an average ROI of $43 for every $1 spent. Many companies provide templates that the user can insert their information into with relative ease. The emails can be somewhat simple or elaborate.

Advantages

  • You can find a company to handle the technical aspects fairly easily, for relatively cheap. With the costs of printing and postage, sending an email can be a much more cost effective method.
  • If you’re environmentally conscious you don’t have to worry about wasting paper to create your announcements.
  • Most people who use the Internet regularly check their email daily.
  • As opposed to sending the same email to everyone you can categorize your audience and send more specific and targeted emails.
  • Many email marketing companies offer great help and resources to help create great emails and if there are any problems.
  • Emails are immediate. People can read the email almost as soon as you send it, and they can respond just as quickly. Immediate action can be a great resource.

Disadvantages

  • Having an email interpreted as spam is perhaps considered the biggest disadvantage. It is important that you let the consumer opt in to receiving your emails; otherwise you could be spamming them.  Spamming can carry some hefty consequences. You could be kicked off your email marketing service or forced to pay a fine.  The FTC has created an easy to read resource about the CAN-SPAM Act.
  • People are going to be viewing your emails on different systems. The amount of time it takes for your images to load or if they don’t load can be detrimental. I have a bad habit of glancing through my emails on my Droid and if the email doesn’t load properly I often don’t receive the information. As mobile phones become more popular be prepared to create a mobile version of the email.
  • If you send too many emails you can run the risk of the recipient ignoring your email. There is no set guideline for how often you should email your audience, but make sure that people aren’t bombarded.

Leading Companies Dealing with Email Marketing
This list was compiled using Google search for “email marketing”. While many of these have paid to have sponsored ads at the top of the results, these were the leaders of the organic search.

  • Constant Contact: Considered by many as the leader in email marketing. They have extensive resources and support. Their blog offers many helpful tips on how to get your emails noticed and encourage response. Their lowest package (0-500 email addresses) costs $15/month.
  • Vertical Response: One thing that I think is great about Vertical Response is the option to also send postcards. They offer pay as you go plans. Their lowest monthly package (0-500 email addresses) costs $10/month.
  • Benchmark Email: They have one of the leading deliverance rates and great clientele, such as Hyatt, YMCA, Mercedes-Benz and Unicef. With Benchmark Email you can opt to pay per email sent or by how many addresses receive emails. Their lowest list package (0-1,000 email addresses) costs $18.95/month and their lowest email cost (600 emails) is $9.95/month.

Many companies are going to email marketing and the individual can as well. Email marketing is great for small business because of the ease in which the emails can be created. The most important part about deciding whether or not email marketing is good for you is to know your audience.

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