Toolbox | 05 Marketing | 03 Newsletter

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Newsletter

Having a newsletter is crucial. This is your way of
communicating with your community. People who have subscribed
are often genuinely interested in what’s happening in your
space. Remember to use your unique Tone of Voice in your
newsletters.

You can use newsletters for invitations, for promoting certain
artists, to promote an in-house publication or to simply give
an update on what’s happening in and around your space.

Format

Keep the newsletter short and sweet , maximum of 200 words.
Address the reader, this is easily done by including

Send newsletters regularly. Do NOT spam. No one, no matter how
big a fan of your brand and company, enjoys being bombarded
with newsletters several days a week. Keep your content
relevant and consistent. Create a trial period for yourself
perhaps start with a trial period of 6 months. Try sending it
on a Tuesday morning, on a Friday afternoon, or on a Wednesday
around mid-day and make sure to look at the performance
reports and make notes. At what day/time does your audience
respond best? This will be the day and time you should send it
going forward.

Use images and videos . Remember who you are addressing. People
who enjoy art. Hence they would probably be interested to see
visual content.

Use a couple of Call To Action ( CTA ) buttons, if and when it
makes sense. This will make your audience feel included and
engaged. You are asking them to; watch a video, buy a ticket,
purchase a reproduction, read more etc.

Subscribers

You can gain subscribers in several ways. Add a pop-up window
on your webpage. If you choose to build your webpage in
Squarespace and use Mailchimp as your campaign-mail marketing
platform here is a simple “how to” guide”.

Subscriptions/Contacts

Remember to adhere to GDPR when collecting and storing
people’s contact details. Mailchimp is a useful tool for
collecting and storing your clients’ and visitors’ details. If
you have a pre-existing database, ensure it complies with GDPR
and only use it for lawful and transparent purposes. Consider
using physical guest books, smartphones, or iPads to collect
visitor details on the premises.

Campaign-mail Marketing Platform

There are many platforms out there. We are using Mailchimp
which is one of the bigger ones. Here you pay for the number
of subscribers you have in your audience. Mailchimp is easy to
use and reliable. Which platform you decide on is up to you.
Here are a few alternatives.