If you're an artist looking to grow your audience, connect with collectors, or share behind-the-scenes studio moments, there's one tool that is always recommended: an email newsletter.
We get it—social media is fun, fast, and full of potential. But platforms change. Algorithms shift. And sometimes, your content just doesn’t get seen...that’s why an email list is so valuable! Unlike social media, where your post might get buried, emails go straight to your subscriber’s inbox. You own your email list, and that’s a powerful thing.
Why Do Artists Need an Email List?
Imagine this: someone who loves your art lands on your Instagram... They follow you, maybe like a few posts, and then... life carries on. A few days (or even a few hours) later, your content disappears from their feed. Maybe they will see it again, maybe not...but if they’ve signed up for your newsletter? You can gently land in their inbox and remind them you’re still creating, still sharing, still here.
An email newsletter is more than just a marketing tool—it’s a relationship-builder. It allows you to speak directly to the people who genuinely care about your work. Whether you're launching a new print, participating in a gallery show, or just sharing a studio update, your newsletter audience is your inner circle. They're your collectors, your fans, your community.
The Benefits of an Artist Newsletter
Aside from giving you direct access to your audience, here are a few reasons why newsletters are a game-changer:
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Higher visibility: Unlike social media posts, emails don’t rely on an algorithm. If someone has subscribed, they will get your message (as long as it doesn’t land in spam).
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Deeper connection: You can tell stories, share inspiration, and let people into your creative world—without worrying about fitting it into a caption or reel.
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Drive more sales: Collectors who subscribe are often your most loyal buyers. A well-timed newsletter announcing a new product drop or limited release can result in immediate sales.
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More control: You choose when and how often you reach out. And if a platform shuts down or changes overnight? Your email list is still yours.
How to Start Building Your Email List
You don’t need a huge following or a fancy website to start your list. What you do need is a way to capture email addresses—and a reason for people to share them.
Here’s how to get started:
Offer something of value - This can be a free downloadable phone wallpaper, a printable art piece, a behind-the-scenes video, or even early access to new releases. Think of it as a thank-you gift. People are more likely to sign up when they get something in return.
Add a signup form to your Instagram - Link a signup form in your Instagram bio using tools like Linktree or Later’s Link in Bio feature. Make it easy and enticing—tell people what they’ll get by joining your list (like studio updates, early access to shop drops, or exclusive coupons).
Embed a form on your website - If you have a website, make sure there’s a clear, visible form for newsletter signups. You can place it on your homepage, about page, shop page, or as a popup. Keep it short and sweet—and ask only for essential info like name and email.
What Should You Send?
The beauty of a newsletter is that you can shape it however you want. Some artists send updates monthly, others only when they launch new work. You might share:
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Studio sneak peeks
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Works in progress
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Personal stories or inspiration
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New product launches
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Upcoming events, markets, or gallery shows
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Exclusive subscriber discounts
The key is to keep it you. People subscribe because they want to hear from you, not a corporate brand. Keep your tone personal and write like you're chatting with a friend.
Choosing an Email Platform
There are tons of tools to help you create and send your newsletter. Here are a few popular ones among artists and small businesses:
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Flodesk – Known for its beautiful, design-forward templates and super intuitive interface. A great fit for visual creatives.
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Mailchimp – A widely used platform with lots of integrations. Free for smaller lists.
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Constant Contact – Simple, reliable, and solid for more traditional newsletters.
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Omnisend – Especially helpful for ecommerce artists who want to automate product-based emails.
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Squarespace Email Campaigns – If your website is on Squarespace, this is a seamless way to manage both your site and email marketing in one place.
Most of these tools let you start for free, and many include drag-and-drop templates, so you don’t have to design from scratch.
Final Thoughts & Considerations
Social media is great, but an email newsletter is yours. It’s a quiet, powerful way to stay connected with your audience no matter what’s happening on Instagram or TikTok. If you haven’t started building your email list yet, now’s the time. Your future collectors, supporters, and fans are waiting to hear from you.
Want more artist-friendly tips? Be sure to subscribe to our own newsletter and follow us on Instagram for resources on printing, marketing, and growing your creative business.