How to Build an Effective Email Opt-In Form

To increase traffic and sales, stay in touch with your art website visitors through email marketing. But first, you need to collect email addresses. Here’s how to get them.

 

How to Make an Effective Email Opt-in Form. Read about it at www.ArtsBusinessInstitute.org

 

Email marketing is one of the most effective ways to market your art or craft, because staying in touch on a regular basis helps prospective collectors become familiar with your work and remember you. A monthly email sent to your list is a great way to follow up after in-person meetings, and also to reach out to people who have visited your art website.

Ceramic artist Patricia Griffin uses a friendly message (shown above) in her email opt-in form that gives several reasons for site visitors to subscribe. Offering incentives to subscribe is necessary these days, when everyone seems to want your email address for marketing purposes. Her appeal is to become a “studio friend” and has earned her lots of subscribers.

Painter Brennen McElhaney went all out and created an entire landing page for the purpose of collecting email addresses, and you can see it here. He not only introduces himself and extends a personal invitation to the site visitor, but offers an extensive list of benefits of becoming a subscriber. His list includes previews of his newest work, a behind-the-scenes art studio tour, invitations to seminars and workshops, special offers and numerous other incentives. In addition, each new email subscriber receives a free 16-page e-book of his paintings. McElhaney completes his page with several testimonials from fans and collectors, adding credibility to his work as an artist and creating more excitement. He also has a short opt-in form with a more streamlined approach to gathering email addresses.

In addition to incentives for signing up, you might want to mention that you will respect the privacy of each subscriber, and never share your list. You may see messages like “I hate spam too, and will never sell or share your name!” And, your solicitation might mention that you will send a monthly or “occasional” email so the subscriber feels comfortable in hearing from you once in a while but not too often.

Of course, the purpose of collecting emails is to gather a list of interested people to receive your email communication, so you will need an Email Service Provider to expedite this process. MailChimp, Constant Contact, AWeber and other email services are examples of these. It is not appropriate to use Gmail or another regular email provider for email marketing campaigns. The CAN-SPAM Act sets rules for commercial email communication, requiring that you allow recipients to unsubscribe, and listing your physical address as well as other requirements. The services named above will help you stay compliant.

When new subscribers have opted in, it’s a good idea to send a message through an “autoresponder” that is sent out immediately. This will confirm the subscription, tell a bit more about you, and let the recipient know that you will be in touch.

 

 

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