Effective Marketing For Artists and Other Creatives

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1 COMPELLING BRAND IDENTITIES IN PRINT & WEB IDENTITY PRINT PUBLISHING Effective Marketing For Artists and Other Creatives WEB Visible Logic, Inc. 142 High Street Suite 615 Portland, ME visiblelogic.com Creative Portland Professional Development Series

2 Headline Emily Brackett Visible Logic, Inc. facebook.com/visiblelogic Mail On The Mark /blog Effective Marketing for Artists & Other Creatives

3 Headline Why ? Effective Marketing for Artists & Other Creatives

4 The Best Return Return $40.56 Investment: $1 $19.72 $22.24 $7.30 $10.51 Catalogs Mobile Display Ads Search

5 Integrates With Other Channels Social Media Direct Marketing Web Site Blog SEO Sales White Papers Networking

6 Reporting and Data

7 Target, Segment, Refine

8 Builds Your Brand Builds trust Builds relationships Increases brand awareness

9 Keeps You Top of Mind Photo: Flickr Creative Commons from â º Lee J Haywood

10 Drives Sales I send out the e-newsletter... and the phone starts ringing! Photo: Flickr Creative Commons from Karolina Kabat

11 Headline Deliverability and Spam Effective Marketing for Artists & Other Creatives

12 Transaction Bulk

13 Service Providers (ESP)

14 CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate.

15 CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines.

16 CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad.

17 CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address.

18 CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. 5. Tell recipients how to opt out.

19 CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. 5. Tell recipients how to opt out. 6. Honor opt-out requests promptly.

20 CAN-SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. 5. Tell recipients how to opt out. 6. Honor opt-out requests promptly. 7. You can t contract away your legal responsibility to comply with the law.

21 Recipients don t care about anti-spam laws. Spam is that the recipient finds irrelevant.

22 There is no single definition of spam BEST PRACTICES SPAM

23 Don t underestimate how much people dislike businesses (or artists or anyone!) that send them unwanted or unsolicited s.

24 Headline Grow (and Maintain) Your List Effective Marketing for Artists & Other Creatives

25 Give and You Will Receive Discounts, coupons Address Exclusive offers Valuable information They want to stay in touch

26 You ve earned their trust They ve said they want to hear from you. So... stay in touch!

27 Headline Plan Your Campaigns Effective Marketing for Artists & Other Creatives

28 Really, plan. Before you get going Every time you send out a campaign Plan Content Design Create Content Review, Proofread, Test Schedule Send

29 Really, plan. Before you get going Every time you send out a campaign Plan Content Design Create Content Review, Proofread, Test Schedule Send

30 Before you get going Plan Content Design Plan Content 1 Every time you send out a campaign Create Content Review, Proofread, Test Schedule Send blogs News Events Tips Reviews Q&A Articles Quotations and Testimonials Photographs

31 Before you get going Plan Content Design Every time you send out a campaign Create Content Review, Proofread, Test Design Schedule Send Match it to your brand identity 2 Make the layout work with your content Test it across platforms Make sure it follows all the anti-spam rules Get feedback

32 Really, plan. Before you get going Every time you send out a campaign Plan Content Design Create Content Review, Proofread, Test Schedule Send

33 Before you get going Plan Content Design Create Content 3 Every time you send out a campaign Create Content Review, Proofread, Test Schedule Send Schedule all of the steps.

34 Before you get going Plan Content Design Review, Proofread, Test 4 Every time you send out a campaign Create Content Review, Proofread, Test Schedule Send Proofread 2. Check links / landing pages 3. Send Tests

35 Before you get going Plan Content Design Schedule 5 Every time you send out a campaign Create Content Review, Proofread, Test Schedule Send When is the best time to send your ? Clock: Flickr Creative Commons from â º Lee J Haywood

36 Send 6

37 Headline Reports, Data and Testing Effective Marketing for Artists & Other Creatives

38 What data to look at?

39 Basic reporting

40 Clicks

41 Bounces

42 Headline Improving Your Marketing Effective Marketing for Artists & Other Creatives

43 About 90 trillion s are sent per year. There are an estimated 294 billion s sent per day. 2.8 million s are sent every second. The typical corporate user sends and receives about 110 messages daily. The average number of corporate s received is 75 per day. The average number of legitimate corporate s received daily is 62. The average number of corporate spam s is 13 per day. 62% of people check work on the weekends. 59% check from the bathroom. 55% of mobile users upgraded to a new phone just to get % of s delivered during the first quarter of 2011 were categorized as marketing messages, down from 74.4% the previous quarter. is the preferred method of commercial communication by 74% of all online adults. 26% of users check their personal account 4 or more times per day, 30% check it 2-3 times per day. 60% of work accounts get checked 1 or more times a day. 87% of personal accounts get checked 1 or more times per day. 63% of mobile users check their account a minimum of once per day. 57% of internet users worldwide said they are more apt to buy a product in a store after getting a marketing .

44 About 90 trillion s are sent per year. There are an estimated 294 billion s sent per day. 2.8 million s are sent every second. The typical corporate user sends and receives about 110 messages daily. The average number of corporate s received is 75 per day. The average number of legitimate corporate s received daily is 62. The average number of corporate spam s is 13 per day. 62% of people check work on the weekends. 59% check from the bathroom. 55% of mobile users upgraded to a new phone just to How do you stand out? get % of s delivered during the first quarter of 2011 were categorized as marketing messages, down from 74.4% the previous quarter. is the preferred method of commercial communication by 74% of all online adults. 26% of users check their personal account 4 or more times per day, 30% check it 2-3 times per day. 60% of work accounts get checked 1 or more times a day. 87% of personal accounts get checked 1 or more times per day. 63% of mobile users check their account a minimum of once per day. 57% of internet users worldwide said they are more apt to buy a product in a store after getting a marketing .

45 Make the content great. Use design that is easy on the eyes. Get the frequency right. Test.

46 More than 90% of consumers unsubscribe [to] brands because of too frequent, irrelevant or boring communications. ExactTarget

47 So many people are getting it wrong. If you get it right, you can stand out.

48 Headline Emily Brackett Visible Logic, Inc. Facebook: Emily Brackett Facebook Company: Visible Logic, Inc. LinkedIn Effective Marketing for Artists & Other Creatives

Tips for Growing and Managing Effective Marketing Lists. Jennifer Culbertson Looking Glass Marketing September 10, 2012

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