How to Structure Your Email Newsletters


This post is by Clint Watson, former art gallery owner and founder of BoldBrush, regarded for FASO Artist Web-sites, the main service provider of professional artist web sites, the $38,000+ BoldBrush Painting Competition and the totally free everyday art advertising newsletter, FineArtViews. As a self-proclaimed “artwork fanatic”, Clint delights that BoldBrush’s downtown San Antonio, Texas workplace is complete of authentic art, as is his home office which he shares with his two feline assistants Kiara and Lilly. You can link with Clint on TwitterFacebook or his private weblog at

In our previous short article about electronic mail marketing, we appeared at what type of content you should deliver.  In this put up, let’s appear much more specially at the ideal way to construction your electronic mail newsletters:

Use your serious name as the from tackle.
The “from” handle is the most essential industry in an e mail newsletter and it establishes, much more than something else, if your email will be opened and browse.  Men and women open e-mails from folks they know or follow.  They usually overlook e-mail from “makes.”  So use your title in the from deal with, not the name of a e-newsletter, brand name or studio.  If you signal up for my e-newsletter the from handle of “Clint Watson” is far better than “Ideas on Artwork, Wine and Life.”  As an artist, you have a massive gain here in that you can use your true name rather of a manufacturer identify.

Make the subject matter line obvious, persuasive, and actionable.
A issue line of “Please vote for my portray in the BoldBrush Artwork Contest” is significantly improved than “Check out my artwork.”


Use a diverse subject matter line for every single electronic mail.

Be sure to you should not use topic strains like “E-newsletter #4” or “Winter season Update from my studio.”  Get the time to craft a unique (and compelling) matter line for every single publication.

Create like you talk.
Even if it is not grammatically correct. Breaking. Grammatical. Regulations. For. Influence. Will work!

Continue to keep the formatting easy.
The additional it appears like a personal e mail from you, the much better. The fewer it seems to be like an advert or e-newsletter the much better. Match the approach to the medium.  Do not add a header or a title bar.  Really don’t protect a bunch of topics or check out to make it glimpse “slick.”  Make it seem like a own e mail.

Use a white track record with black text.
We endorse you stick to a white qualifications with black text.  If you must have a header, hold it extremely straightforward.  Will not use banners or outrageous borders.  Do not use wild shades, and don’t go overboard seeking to make it match your website.

Only one particular purpose and 1 Connect with to Action (CTA) per email.
Examples of Phone calls to Motion: “See my most current artwork”, “Browse my most recent submit”,  “Acquire an invite to my following exhibit”,  “Sign-up for my Italy workshop.”  If you required to talk the 4 ideas over to your supporters, then you would need 4 different e-mail.  You should not test to go over 4 suggestions in a person e-mail with four sections.

Make calls to motion noticeable.

Put your phone calls to action on a separate line in your e-newsletter.  If possible as a substantial, clickable button.

Make most calls to actions “micro-commitments.”
Micro-commitments are steps that you question your subscribers to consider that demand really little hard work or determination from them.  Below are some examples of “micro-commitments: Replying to your e-newsletter, sharing a web page, getting a (short) survey, viewing your art – individuals are micro-commitments.   Asking for a obtain is a key motivation. 

Occasionally ask for a major determination.

Send out a minimum of 3 newsletters asking for a micro-dedication prior to you question for a significant dedication which, usually, is inquiring your followers to buy a little something.  So your sample will glance like this:  Micro-dedication, micro-dedication, micro-commitment,…ask for invest in.  Gary Vee calls this Jab, Jab, Jab, Suitable Hook.   Getting people used to you asking for small commitments prepares them for you asking for a sale.

Connection every little thing to the same CTA web page.

All back links in the newsletter should really go to the similar spot – regardless of what web page is made up of the motion you are inquiring your subscribers to choose.  This means website link all illustrations or photos to the very same web site, hyperlinks in the textual content need to go to the similar site and your button should go to the similar web site.  There is area for exceptions on this rule, it’s much more of a rule of thumb.

Maintain each individual e mail quite small.
Consider of every electronic mail as a movie trailer, you want to entice your subscribers to go see the movie – your internet site, to understand far more.

Compose for skimmers.

Make the to start with sentence of your e-mail awareness-grabbing and small.

Guarantee each individual paragraph is made up of a few sentences highest.

A single level or considered = 1 sentence.

Daring essential words and phrases to immediate the reader’s concentrate.

Use “you” in your email messages so they experience private.

Use a PS

A submit script (PS) is a person of the principal areas subscribers go through.  Place your massive thoughts in the issue line and the PS.

Right here are some techniques you can employ your PS:

1. Use it to remind your subscribers of the call to action in the electronic mail.

2. Use it to build anticipation for your upcoming e-mail.

3. Use it to get your subscribers contemplating by increasing concerns in your emails. Rhetorical issues, for instance, are a wonderful way to interact your subscribers and get them to reply

Use alt tags and captions on your pictures.

You want each picture to have an alt-tag so that a little something meaningful appears in that place for the important range of subscribers who have photos disabled.  You must also use captions under visuals, in particular underneath your artwork pictures.  What’s good with FASO’s ArtfulMail answer compared to stand-alone possibilities like Mailchimp is that with ArtfulMail, your artwork portfolio is previously integrated from your FASO web-site and we can routinely increase the Alt tags and captions for you, which we do.

Preview every single electronic mail by sending it to on your own.

This must be evident, but prior to sending a publication to your beneficial subscribers, send it to your self initially to be positive it seems and reads effectively.  All electronic mail e-newsletter sending software package has a “ship examination” possibility.



For my most up-to-date ideas on artwork promoting, art product sales thoughts, and insider bulletins about new FASO features we are doing work on and releasing, you must Adhere to me on TwitterFacebook, and Instagram.  That is in which I publish ideas and options in actual time.  Be the to start with to know.


Right up until up coming time, you should keep in mind that Fortune Favors the Bold Brush.




Clint Watson

BoldBrush/FASO Founder & Art Fanatic


PS – Have I overlooked nearly anything?  Strike reply or go away a comment and permit me know what other items you feel should be in a nicely-designed electronic mail publication.


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