an artist's guide to mailing lists 📧

If you’re anything like me, your least favorite thing of all time is talking about your work online. You’ve fantasized about having your The Devil Wears Prada moment and tossing your phone into a fountain. You delete and redownload social media apps like it’s an Olympic sport.

In the summer of 2020 I posted an invitation to my Instagram story for people to drop their emails before I peaced out forever (spoiler: I still haven’t left, eek). I designed a newsletter header and popped out a few issues. They were silly and pointless and that was the point…at the time. 

I’ve been grateful for the fact that I started that first newsletter so many times over the years, because what started as a way to just get off social media and still offer things I was into to my loved ones grew into a way for me to share music releases, new work, and the sometimes painful, very messy, always worthwhile job of making art in a way that feels most true to me. These weren't just numbers on a screen; they were real people who had been following my journey, were invested, and ready to celebrate with me.

A quick note from the author: To those wondering…”whooooo the heck is this?”...hi! Nice to meet you! I’m Casey, the newest member of the External Relations team at Fractured Atlas. This is my first article here, so take it easy on me in the comments :)

your email list is the town square of your village

Social media is complicated to say the least. Platforms are fighting for our attention, changing their format and algorithms constantly. It's WORK trying to keep up. But what if social media was just the entry point to your email list? A TikTok shocks you by blowing up? Great, because virality becomes a bonus, not the goal. Now you can bring those viewers into your slower, more intentional email community.

Here's what a newsletter gets you that social media can't:

🎯 Direct access to your people. Your newsletter subscribers? They literally asked to hear from you.

🔐 Algorithm immunity. No billionaires are playing God deciding who sees your emails. When you hit send, your message goes directly to the people who want it.

📊 You own your data. If Instagram disappeared tomorrow, your follower count goes with it. Your email list? That's yours forever, and it moves with you.

💌 People choose to engage. Opening an email is an intentional act, not mindless scrolling. Your subscribers are showing up differently.

💰 Direct path to sales. I’d be remiss not to mention this. When you have a new piece available or an upcoming show, you're reaching people who are already invested in your work - not hoping the algorithm shows your post to potential buyers.

getting started (without overthinking it to death)

The biggest barrier to starting a newsletter often isn't technical. It's the fear that you don't have anything interesting to say. Consider this your official permission slip to share literally anything.

Start simple with people who already care about your work. Gather your first subscribers by bringing a piece of paper to an art market where you’re vending, asking friends and loved ones (they're rooting for you!), or (like I did) posting on social media asking if anyone wants to join your email list. You'll be shocked how many people will take you up on it.

For your first newsletter, try this formula on for size:

Opening line: A genuine HELLO, like you're writing to a friend 

One personal update: What's happening in your studio, what you're working on, or even what you're struggling with 

One piece of your work: A photo of something new, old, or in-progress 

One thing you're enjoying: A book, song, exhibit, or random thought 

Simple sign-off: Thank them for reading and mention when you'll write again

That's it. Three paragraphs, one photo, send. Bada bing bada bang bada boom.

more stuff to share (everything is fair game)

Of course, if you’re of the wordier sort or have more to share, by all means put it in there!

🎨 Studio life could include upcoming travel, administrative updates, works in progress, or "bad art" (people love seeing the process!). Share the messy middle, not just the polished final pieces. 

📅 The practical, shows and exhibitions, new art releases, and behind-the-scenes videos & photography. This is where your business and art intersect naturally.

✍️ The personal, like longform writing, poetry, work from other artists that inspire you, or interviews with collaborators. Let people see the full human behind the work.

🤷‍♀️ The random. Tell people what you're reading/watching/listening to, your thoughts on your creative process. Memes. Literally anything that feels authentic to you.

You don’t need to worry about catering to what you think people want to hear from you. Share from the heart, track the data if you want to, and let it be a process. 

finding your rhythm

Consistency matters more than frequency, but sustainability matters most of all.

Start with monthly! Seriously. Monthly gives you time to gather material, reduces the pressure, and trains both you and your subscribers to expect a thoughtful, substantial update rather than pedantic chatter. As you get comfortable, you might find yourself wanting to write more often, or you might find that an annual update is more your speed. That's where you can experiment. The key is setting expectations you can meet without burning yourself out.

Your readers want to hear from the version of you who's excited to share, not the version who's stressed about meeting an arbitrary deadline.

when it really matters

The true test of your email list isn't the open rates - it's those moments when you have something important to share, sell, or celebrate. When I released my album, the email I sent to subscribers began: "Imagine for a moment that I am standing at your door. I am a bit bedraggled from running around. I hold in my hands (outstretched) something for you..." The response was immediate and heartfelt.

But newsletters aren't just for big announcements. They're for:

Building collector relationships: Keep past buyers updated on your work before it goes public 

Funding campaigns: Your email list becomes your founding support when you're crowdfunding a project 

Show announcements: Give your community first access to opening receptions and studio visits 

Writing your story: Share the narrative of your artistic development over time

Your newsletter becomes a record of your artistic journey, valuable both for the relationships it builds and (I’ll be honest) the career documentation it provides.

ready to start your village?

Here are some newsletter platforms to check out:

Mailchimp – Free tier, user-friendly, great for general email marketing

• Pros: Widely used, lots of templates, good analytics
• Caveat: Gets expensive fast as your list grows

ConvertKit – Great for creators and bloggers

• Pros: Designed for individual creators (esp. writers/musicians), excellent automations
• Caveat: Less visual/customizable compared to others

Substack – Ideal for long-form writing and building a newsletter-based business

• Pros: Built-in monetization and discovery tools
• Caveat: Less control over branding, limited customization

Buttondown – Minimalist and affordable for tech-savvy users

• Pros: Privacy-focused, great for indie devs and small teams
• Caveat: Requires some comfort with basic formatting/code if customizing

Klaviyo – Powerful e-commerce email platform

• Pros: Deep integration with Shopify and other e-comm tools, great segmentation
• Caveat: Overkill for non-e-commerce users, pricier than others

P.S. It’s totally okay to start with a regular mass email too. Just make sure to BCC emails to preserve privacy.

Your assignment: Pick a method from the list above, write down 10 email addresses of people who already support your work, and send your first newsletter this week. No overthinking - use the formula above and hit send. 

The magic isn't in having the perfect “content strategy”, but in the relationship you build with people who choose to hear from you, month after month, year after year. You get to decide a cadence that works for you, and your readers get to be part of your artistic journey in a way that social media simply can't provide.

P.S. As a result of writing this article, I was inspired to send a newsletter to my list and well…I got some awesome replies and a few new artistic leads!