The Importance of Building an Email List as an Artist
What would you do if you lost your social media platform and everything you've built with it overnight?
In 2025, artists have more control over their art, creative process, and career in general than ever before. For better or worse, social media is more intertwined in most of our daily lives in the same way hydration and clean air are. However, some artists face one significant problem with social media: they do not own it, and social media companies can take it away from them. There are countless examples of artists having thousands, or sometimes millions, of followers on a platform and then getting banned out of nowhere, losing all of their hard work and their pipeline to communicate with fans in one swoop. There's also the thing that was once considered a conspiracy, shadow bans, which are now an outspoken real thing that happens to a lot of artists for many reasons, reducing your visibility in the world of social media.
For some artists, losing a social media account signals the end: They moved mountains and dedicated years to build a following, only to lose it in an instant with no backup option. But what if there was a backup option? That's where building an email list comes in handy.
Let's discuss the importance of email lists, how to build one, and what to do with them once clients sign up.
If you're not worried about being banned on a platform like Instagram and are wondering, 'Why do I need an email list? Isn't this just another thing on my endless list of plates to juggle?' Then you're not alone. As a creative artist, building an email list sounds tedious and painful, but it doesn't have to be. Our guide will take you through all of the steps you should consider before you start one, and some insight on how to get yours going.
Why build an email list as an artist or creative?
As we mentioned previously, you do not own your Instagram followers. The platform gives you a space that they control and can do whatever they want with, including algorithm changes that debilitate your engagement, shadow bans, outright bans, and more. On the contrary, an email list is a tool that you own. When you build an email list, if you want to swap email marketing providers, you can simply pull your list of email clients and take it elsewhere. Imagine how much easier life would be if all of our Instagram followers went wherever we went. That's what email lists offer.
You might ask yourself, "Do consumers even use email lists?" And that's a valid question. Ten years ago, I wouldn't have suggested building an email list for a creative; it would have been an excessive time sink for likely not much return on your invested time. But here's the thing: 2025 email marketing will peak and it’s only up from here, especially for small creatives and artists. You cannot function without an email address; it's mandatory for many aspects of our lives, including just starting up a cell phone or mobile device.
When you send emails to past or potentially future clients, you've had their permission to sign up and be notified of whatever you have to say and share; they literally WANT you to send them emails. Sending an email update to your fanbase allows you to speak directly to them, offering a more intimate look inside your creative process, thoughts, and what you're offering without the overwhelm of advertisements or spam.
Instagram has become saturated with ads, sponsored content, and algorithms forcing content on us outside of what we follow. On average, it can be up to 2-3 sponsored posts or ads for every person you follow and another from suggested content. So you have a 1/4-5 chance to capture the attention of someone who might love your art, who is also scrolling at a rapid pace, so even if you do get their attention, you have seconds to keep it, or you might lose it forever.
The type of art you create can be impacted by Instagram's algorithm and what it reads as nudity or spam. We've seen art photography, tattoos, drawings, and so much more lead to artists being banned off platforms for how they depict the human body, especially parts of the body like breasts or buttocks'.
The beauty of using email as a tool to connect with your audience is that it allows you to choose how frequently you send them content. There is no specific time or content style that requires you to engage; you can practice creative freedom with the message being whatever you want to convey at that time. You could send an email daily, weekly, or monthly or create an arbitrary time that works; freedom is the name of the game.
How does an artist build an email list from nothing?
When you set out on this journey of building an email signup list, you'll first want to find an email platform to use once you create the audience. Mailchimp is one of the best email marketing platforms out there (this is in no way a sponsored post; it is purely opinion/data-driven), but there are many more providers. Take some time to research to ensure it's a company you agree with.
Once you pick a platform, check their website or socials to see if any deals are available for reduced introduction costs or free trials. Set up an account on the platform and create a signup email. You'll want to do this first so that you can have the first email in place before anyone signs up; the welcome email will be their first introduction to your emails and give them something immediately upon offering up their coveted email handle.
Treating the initial email like it's the first time they'll meet you is an important piece of the email marketing puzzle to get right, so making a good first impression counts. The options here are endless and will need to be contextual to what you offer, but your background, story, passion, and what you create are all guiding points you can use here. Let your subscribers know what to expect moving forward, be human, and remember these clients WANT to hear from you. Give them what they want when you're able to.
The next step is to share your email sign-up link across all available channels, including Instagram, LinkedIn, YouTube, X, Reddit, or wherever you're actively marketing yourself to the public. Add a link to your email list in your social bios, too. And be sure to include a sign-up page on your website if you have one!
If you have a physical space or attend in-person events like markets or events, art galleries or anything similar, print out a QR code (with a short note letting them know what will pop up) with a direct link to your email list. You'll also want to send it directly to supporters you're dialled in with, such as friends, family, and repeat customers.
An email list is the safest artist-controlled platform you’ll have to connect with your audience as a creative.
Another option to grow your email list is to incentivise your audience to sign up and follow along. This could range from a giveaway, a discount code, early access to something coming soon, or something similar.
Maintaining consistency over time as you gain new followers and friends will build your email list as you go, but it's crucial to dedicate some time to making it the best it can be. This doesn't mean spending 40 hours a week writing emails or building connections, but instead focusing on creating a schedule that works for you rather than working for a schedule you cannot maintain. Once you find the balance of time, you can put aside time to build your email list, stick to it, and send your audience updates and information as you go.
If you're worried you'll get swamped or have nothing to say, that's okay; it happens! The world is not going to send a nuclear warhead to your bedroom if you miss a week of sending out a scheduled email. You could even turn that into an email; send out a note to let people know you've just got too much on this week, and you haven't forgotten about them, so you'll be back next week with a new email update on everything—your audience is human, they will understand. There are no set rules for email content; that's what makes it beautiful; take it as it comes, and keep it honest, real, and authentically you.
What type of content should I use in my email?
When it comes to content strategy, to get truly great content, it has to be contextual to your medium. The advice a painter might take would differ from that of a tattoo artist. However, there are still some general rules and ideas you can follow, such as:
Studio updates on closures over holidays, upcoming events, etc.
Order processing timelines if you're selling products directly to clients.
Cover some frequently asked questions.
Showcase BTS content.
Before, During, & Final creation photos.
Delve into the history of your creative medium for yourself AND the history from the beginning of that medium (e.g. where did tattooing start?)
Life updates that are relevant to your career/art.
New social platforms you might be using.
Website updates, including new products, blogs, or sections that may be relevant to an email consumer.
The trick with email marketing in the artistic field is to keep them tuned in and see what you say. Operating from a place of genuine authenticity and vulnerability will go a long way. We're all human; your consumers will understand that, so show them your human side and let them join you on your creative journey.
Just remember, consistency and authenticity will always win. People are signing up to hear from you because they want to support you, so make it easy for them to show you support and let them in on your creative journey!
