An Artist’s Email Marketing Calendar: Tips & Tricks

Tips and tricks for creating an email marketing calendar for your arts organization

Email marketing calendars are critical for most enterprises, and they deserve a high level of organization and care. In fact, email marketing calendars are the ideal way to organize email blasts and campaigns. And while these mass email marketing efforts, or “e-blasts”, can sometimes feel like screams into the abyss for artists and arts businesses, they are often an organization’s main point of conversion. 

How can you employ your email marketing calendar to help reach your audience?

Tune in to your audience’s schedule, when scheduling your email marketing calendar

  • Depending on your email marketing platform, you may have access to reports that can help you send emails at the optimal time for your audience, thus getting the most out of your messages.
    • Day of week and/or Time of day → when does your audience open emails the most?

If at first you don’t succeed with an email marketing calendar, try again!

  • Leave some time for A/B testing with your subject lines.

Don’t overload your email marketing calendar: 

  • [Don’t send too many emails] How many times can you pop up in someone’s inbox in a week before they politely ask you to leave them alone? In a month? Every announcement and event may not need it’s own designated eblast. Can any of that be combined into one? 
  • Sidenote [in italics]: But be careful! Too many topics in one email, or an email as long as a CVS receipt, is not a good idea either. Keep it short and sweet.

Stay ahead of the email marketing game

  • Set deadlines for your first, second, and third drafts (as needed) throughout the week leading up to your scheduled final send-out date.

Again, the early email marketing bird gets the worm.

  • If you’re promoting a seasonal or holiday based campaign, get it out there early! Holding a summer intensive? Don’t send it out in May, at the start of the summer. Consider beginning your email campaign back in February or March, and include some early bird rates for those who jump on it. You’re not the only eager planner out there.

Look at the big email marketing picture

  • This may seem obvious, but we want to make sure that it’s not overlooked. Consider every nook and cranny of your world. Here’s a checklist:

    • Holidays, Back to School, Summer Dog Days, etc.
    • Year End Appeal
    • Company Events & Milestones
    • Competing Organizations and their Marketing Calendar
    • Quarterly Newsletters
    • Every department of your company
    • New Employees
    • Birthday Emails
      Helpful tip: Send your calendar by different department team members and friends to catch what you may have missed!

Email Marketing Metrics

Last but not least, track your results! Conversions, engagements, clicks, opens, etc. What worked? What didn’t? How could your social media strategy fold into your email efforts? Then, adjust the next calendar accordingly.


Pentacle remains dedicated to continuing to provide a high level of support to artists during these extraordinary circumstances. Alongside many other key and respected organizations in the field, we have begun accumulating and curating resources for artists and organizations experiencing income loss and other troubles as a result of the COVID-19 crisis. Find our list of resources here.

NEXTSTEPS | 09.09.21


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