How to Create a Compelling Artist Newsletter

I’m not about to pretend I’m an expert on this subject. Not even close. I was regularly sending newsletters in 2019, and then I lost the habit. I’m not sure if it was Covid, or my Etsy shop picking up, or both. Either way, getting back to sending regular newsletters has been a to-do on my list for the past two years. I’m proud to say that I finally sent out my January newsletter last week.

What was holding me back was that I didn’t know what I should say in my newsletter. I felt confused as to who my audience was. I wasn’t sure if they were artists or art collectors. Did they want to know about me, or how to make better art?

Since I was temporarily back on Instagram for my #30homeobjects series, I decided to take a poll. Everyone was extremely helpful. One person even sent me examples of newsletters they like from other artists. You know who you are, and I owe you a huge thank you! I found out tons of information just doing a little digging. I thought I would share my findings with you all, in case you’re struggling to create a compelling newsletter too.

Send Newsletters Monthly

I first asked how often people would want to hear from me - weekly or monthly? The overwhelming consensus was monthly. I agree with this consensus. I don’t like getting newsletters too often either. Also, I was relieved to not be sending weekly newsletters :)

Talk a Little About Yourself, Then Target Artists

The next question was if people wanted to know more about me, or if they wanted art tips. I’m not at all offended that people said they primarily wanted art tips. That’s probably what I would want from an artist newsletter too. A lot of people said they like a short monthly summary from the artist, saying what they’ve been up to and showing their most recent work, but then they like a good portion of the newsletter to be about making art.

Follow A Similar Format Each Month

I was given this tip as well. Not only does this make typing newsletters easier for you, but it makes your newsletters easier for others to follow. People know what to expect each month, and they can look forward to certain content.

When I studied other artists newsletters, they all followed a similar format. First, there would be a unique seasonal header with the date and issue. Then, their logo. After that, they would talk about what they’ve been up to the past month - including recent work and links to new content. Often, product links would be included in this section, or follow shortly after. Then, they would get into artist tips and tricks. A fun thing I saw a lot of artists doing was including a favorites section at the bottom of the newsletter. It would be non-art things they enjoyed over the past month. I stole this idea, because it’s fascinating to hear about what artists are up to outside of their work. Most of the newsletters concluded with links to websites or social media.

Get Personal

I didn’t receive this tip, but it’s something I pulled from other artists newsletters. I most liked the ones that felt open and honest. Any that were too sales-oriented or product-focused turned me off a little. I like getting an inside look at the artist's life. I tried to infuse this into my newsletter. Something I need to work on is including more pictures of myself. I think this is a fun add-on too.

Don’t Sweat It, Just Send

Once I sent out my newsletter, I realized I probably overthought it. It’s okay for your newsletter to change and develop as you go. And short and sweet it always better than long and winded. Just try to make it visually appealing and personable, and you can’t go wrong.

What I’ve realized in the end is that it’s important to just hit that send button. For some reason, sending a newsletter feels so final. Once it’s out there, you can’t get it back. On the flip side, it’s going to a small segment of your audience - your true fans. They just want to hear from you, no matter what you have to say. It’s a great way to connect with your supporters in a more personal way, and that’s all that matters.

My favorite way to create my newsletters is within Mailchimp. I find it super user friendly, but I know Squarespace has a platform as well. I hope these tips help! Happy newslettering! Also, if you haven’t subscribed to my newsletter yet, you can subscribe here.