How To Build An Email List

To Sell Art, Crafts & Photography Online

It is said to be around 6 times easier to sell to an existing customer than a new one. You therefore need to know how to build an email list to sell your art, crafts and photography to a list of existing customers as well as leads that have expressed an interest in your work. Having regular contact with this list will lead to easier marketing and a sustainable online business that grows year on year.

Join me on my 3 week course to show you how to create a powerful mailing list. Learn step by step how and why an email mailing list works, how to grow it and how to nurture it to create a wealth of long term repeat customers.

how to build an email list

My course promise

“In this 3 week online course you will go from a place of not knowing what a mailing list is and why you need one to understanding why it will become the most valuable asset in your online art, craft or photography business.

I will take you from a place of not knowing how to create one to introducing you to leading email marketing industry tools that you can start using right away FOR FREE showing you how to build an email list step by step.

I will take you from a place of not knowing how to grow and engage with your list to a place where you can confidently nurture it and grow it with material that will resonate with it. Your list subscribers will value their subscription and regularly purchase from you as a result of your emails as well as recommend you to their friends.

Throughout the course I will be focusing on real examples which you will be able to relate to from the art, craft and photography sector showing you how to go the extra mile to impress your customers resulting in a fully functional mailing list to sell your art, craft & photography products.”

Before I tell you more about this essential course, let me tell you who this is really for …

artist making art

As an artist, maker or photographer you want to build a sustainable online business that grows year on year. You want to follow simple steps that will help you to grow a list of collectors that continue to buy from you year after year. 

There is a need to be transported to a place where you can get to understand your customers better and deliver what resonates with them. You want to own your list and have direct communication with and not have it controlled by a 3rd party whose algorithms and filters determine who does and doesn’t see your communication.

Your are looking for long term growth and sustainability not short term wins

This how to build an email list online course is for you if …

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You don’t currently have a mailing list

If you don’t already have a mailing list you are not alone, especially in the art, craft and photography sector. Do you realise, however, that if you don’t have one how much harder you are making things for yourself? It’s a well known fact that it is 6 times easier to sell to an existing customer than it is to a new one but how do you keep in touch with your existing customers especially if your business is online? Perhaps through social media as many do? Do you know that in social media only 5% or less of your following sees each of your posts? Filters and algorithms get in the way all too often in 3rd party platforms and what could be your online business’s most valuable asset is in somebody else’s control not yours. Let me help you take back control, own your own list and have direct communication with your customers on a regular basis with no filters or algorithms to get in the way!

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Already have a mailing list but its not growing

Setting up your mailing list is the first hurdle to overcome but what I see with so many customers is a real struggle to grow their mailing lists. Customers won’t just jump onto your mailing list because you ask them to. They have enough email in their lives already. They don’t need any more – unless you convince them otherwise that is. There are many simple tricks people miss to get their customers and leads onto their mailing lists and I will introduce you to these in this course and show you how to develop and implement them. I will help you to get into the minds of your customers so that you will find it much easier to entice them on to your mailing list. 

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Already have a mailing list but you aren’t seeing sales

Maybe you have a mailing list already and you have been seeing growth but this is not being reflected in sales yet? There can be a number of reasons for this – your products might not be good enough, you might be attracting the wrong kind of audience, your website might not instill confidence yet and so on. One of the most common problems I see, however, is people not nurturing their mailing list before they try to sell to it and not being consistent with their nurturing. Nobody likes to be ‘sold at’ all the time and although you might pick up some lucky sales by being in the right place at the right time with a salesy Christmas mailing, for example, there are much more ‘subtle’ ways to sell throughout most of the year that will prove more effective and which will also ‘prepare’ your list to be ‘sold at’ during the crucial last quarter. Let me show you how.

If you see yourself here then you are in the right place. In this how to build an email list online course I am going to give you the tools, inspiration, knowledge, confidence and support needed to not only build one but to grow it and nurture it so that it becomes the most valuable asset in your online art, craft or photography business that grows year on year.

By the end of this online course you will know …


why it is so important that you have an ‘owned’ email list at the core of your online business


what tools you need to set up an email list and how to use them


what effective techniques you should be using to get more subscribers onto your email list


how to structure email content to make it easier and content go further


how to nurture your audience so that they are receptive and engaged with your content


how to maintain a healthy list and track its growth

By the end of this how to build an email list online course you will have the confidence to build and grow a loyal customer base creating predictable growth in your online business that is under your control.

I own the email list! If Facebook and Instagram shut down I won’t lose all that. I still have my website, I still have my email list, I still have a way to connect with my customers – so that was very helpful.

Growing the email list is a lot of work!”

Lynn Richards

Mixed Media Artist, California USA

How To Build An Email List

To Sell Art, Craft & Photography Online

On Demand Course

One Time Payment Of



Scheduled Course

One Time Payment Of



Sound interesting?

Join my mailing list to hear more and access course discounts

So what’s inside my how to build an email list online course?

My ‘How To Build An Email List – To Sell Art, Craft & Photography‘ online course for artists, makers and photographers is broken down into 2 modules . It is run over 3 weeks with a new module being released each week for 2 weeks followed by an implementation week. Here is a short taster of what you should expect in each module.

art website live

Week 1 : Setting Up A Mailing List

In this module we will look at why an ‘owned’ mailing list is essential at the core of your online art, craft or photography business and how you can create consistent list growth which will result in consistent sales growth with much more stability than social media. I will explain what tools you need and why and how to set one up. In this module we will cover

    • why you need an email list
    • choosing a mailing list provider
    • creating a Mailchimp account
    • connecting your list to your online store
    • creating a sign up form
    • creating a welcome email
art website live

Week 2 : Growing And Maintaining A Mailing List

Setting up your mailing list is just the beginning. This week I will explain how you need to regularly ‘nurture’ this mailing list rather than ‘sell to it’ so that you create high levels of engagement with the list so that you can sell much more subtly and then when you do want to sell more aggressively during sales and periods like the 4th quarter your list will be much more receptive to you. In this module we will cover


    • importing an existing list
    • ways to get people to sign up
    • adding a popup form
    • writing good newsletter content
    • using tracking metrics
    • backing up your email list
    • pruning your email list
website design implementation

Week 3 – Implementation Week

There is a lot to pack into this course and although you might be trying to cover as much as you can as the material is being rolled out it is inevitable that there will be days (or weeks) where you struggle to get done what you want to get done even with all the best intentions. Our final week is therefore designed to be an implementation week. There will not be any new material released but I will still be available for support via email, through our Facebook group and for those on the ‘scheduled’ course live at our weekly Q&A Zoom clinic.

Use this final week to go through everything we have covered to date and use all of these resources to answer and remaining questions you might have.

Enrol NOW and you will get …

3 Implementation Modules explaining everything needed to build a highly effective email mailing list to sell your art, craft or photography online

Over 4 hours of comprehensive video tutorials plus supporting audio and PDF documents, templates and tools

Optional access to a members only Facebook group where you can discuss course content with me and other students throughout the course

Lifetime access to the course (including course updates) so that you can go at your own pace if you prefer and come back time and time again

You will be given access to one new module per week – so that you have ample time to concentrate on the lessons in that module and implement that section BEFORE moving onto the next module.

I do this to protect your time, attention and focus. I want to prevent intense overwhelm some of you might already be feeling and keep things simple and manageable.

BONUS (Scheduled Course ONLY)

3 weeks of live Q&A clinic sessions with me inside my course private members only Facebook area

Get unstuck in a matter of minutes while I answer your questions and go over points that you are struggling with

What You’ll Get

3 live Q&A sessions to make sure I answer your burning questions so that you can move forward with clarity and confidence (2 standard weeks plus a bonus implementation week!)

An active and supportive Facebook community with fellow students so that you can support each other during the course and share your own experience and ideas with myself visiting and engaging with the group daily
A space to overcome isolation and help motivate you through contact with fellow students doing what you are doing, understand the obstacles and struggles and want to help you complete your journey successfully

After 3 weeks inside my online course Facebook group you will be moved to a private past students group where you can continue to have contact and support each other into the future


20 best ways to grow your art following

Learn 20 of my top tips to quickly grow your mailing list and social media audience to help get your online art business off the ground

What you’ll get

A 9 page PDF guide with 20 great growth tips learn simple techniques that you can use throughout your business to encourage new subscribers and followers that will help to grow your business and generate repeat sales

Online techniques learn how to interact better with people online to get them to subscribe and follow youOffline techniques learn how you can encourage more subscribers and followers for your online business whilst interacting with them in person at shows and exhibitions, through galleries and by post

I already had a mailing list and didn’t think I would have to spend much time on this but it was really good to think about it more professionally.

There are some really cool people who have been on the course. Great just to see what they are are doing.

You can’t just depend on people signing up.

Angela Roberts

Embroidery & Textile Artist, Cheshire UK

How To Build An Email List

To Sell Art, Craft & Photography Online

On Demand Course

One Time Payment Of



Scheduled Course

One Time Payment Of



Sound interesting?

Join my mailing list to hear more and access course discounts

Burning questions people ask before enrolling

Will this course teach me how to build a website?

Yes this course will teach you how to build a website. In step by step lessons it will show you everything you need and how to do recommending industry leading website hosts, tools and software.

Do I need to use the tools and software you recommend?

If you use the tools and software I recommend this will be an advantage as I will show you step by step how to use everything. It is, however, not necessary to use the same things as I am using because everything I teach can be accomplished using most website platforms and tools. I recommend platforms and tools for very sound reasons which I explain in the course but if you already have a big commitment to something else you should find that you can still achieve most of what I teach in your own platform you just might have to do it slightly differently.

Is the course relevant if I already have a website designer?

Absolutely! Several past students have been in this position and although they have not wanted to create their website themselves they have said that taking the course has empowered them to know what is required and to know what to ask their website designer to do for them rather than leaving it to their designer who may not have much experience of the art, craft and photography business. Once designed the course has then given them great confidence to take over the maintenance of the website themselves given them more flexibility and greater cost savings in the long term.

How much time is needed for the course?

The amount of time needed to spend on the course very much depends on you and how well you want to do it. It is also dependant on where you are already? Do you already have a website or are starting from scratch? Do you have 10 products or 100s? Are you just looking at direct product sales or do you run workshops, commissions, trade accounts and more?

I was once told a website is never finished and that is so true. As a guide to get this off the ground and create a simple website with 10 products you should set aside 10-15 hours for the 6 weeks. If you already have a functioning website that you want to improve you might spend a few hours less each week.

Don’t worry if you cannot achieve everything you want to in the 6 weeks though. The material is available for life so sample each module each week, get to see what is involved and ask questions about anything you don’t understand then take things at your own pace over the coming months to achieve everything that you want to achieve.

Remember though that there are over 18 hours of video to watch here over the 6 weeks. That’s nearly 4 hours every week before you even start to implement any of the material taught!

I am worried I will not be able to cope with the technology?

I consider one of my strengths to be simplifying technology for customers. I have been around technology all my life but it still frustrates me when I see things that are far more complicated than they need to be so my plan in all my courses is to keep things as simple and to the point as possible. That said, creating a website is going to get technical and some bits might get hard. If they didn’t everybody would be doing it and website designers would be out of a job. Let me guide you through the process and keep it as simple as possible but if it does get too much think about using a website designer to help but with you feeling empowered to give them much clearer instructions as to what you need.

What about SEO (search engine optimisation)?

My initial idea was to include SEO (search engine optimisation) in this website creation course, however, as I pulled the lessons together and looked at what was involved it became really obvious that SEO is a course in itself. There was a real danger of losing people on the way by overcomplicating things and creating too much overwhelm for people so I made the conscious decision to separate the two.

Doing this means that I can show you how to create a fully functioning ecommerce website much quicker and you can send customers to that website to buy your products directly through word of mouth at shows and exhibitions, through emails and through your social media. What won’t happen out of the box, however, is hundreds and thousands of visitors coming to your website through Google searches. 

To increase people who find you on Google you will need to take my SEO course. What they say though is to learn to walk before you can run which is exactly what is taking place here. It makes much more sense to focus on SEO in the second phase once your ecommerce site is up and running. You will see much better results that way!


Can I have access to the entire course right away?

I deliberately release the content of the course slowly over the period of 5 weeks a module at a time each week. This isn’t to make things difficult for you this is actually a technique to avoid overwhelm, to help you stay focused and on track and to help you pace yourself. It also helps keep people together as they move forward and support each other in my ‘scheduled’ version of the course.

Many online courses have a reputation for people not completing them and this technique is designed to minimise the chance of that. Some people might be able to complete it in less than 6 weeks and some may take longer but 6 weeks is considered a reasonable time for everyone to fit it into their busy lives but still be able to give it the attention it requires.

But don’t worry if you go over. Some of you will but you will have lifetime access to the material so you will still be able to finish it in your own time.

Will there be any further costs during the course?

The course teaches you to build a website yourself. To build a website similar to what I am going to show you I would typically charge up to £2000 so doing it yourself should bring big savings. That said there is the cost of your time to do this instead of somebody doing it for you. You will also incur costs to host your website domain and to host your website. These are costs you would pick up elsewhere even if a website designer built a website for you. You will find links in the relevant lessons for these if you do not already have anything in place but budget around £15pa for your domain and £180pa for your website hosting (although huge savings are usually available for your first year to get you started). I recommend WordPress software for your website which is free and using the DIVI page builder to really speed things up and give you much more control. Budget around $89pa for DIVI unless you buy their lifetime licence which usually works out much cheaper in the long run.

What if it doesn't work?

That is a negative self limiting thought process that you need to reframe! Every time you hear yourself say that whether it is during this course or any other aspect of your online business you need to replace that thought with ‘But what if it DOES WORK?‘.

This course will give you everything you need to get started or improve what you are doing. It is, however, a journey along which you will need to pick up further new skills, processes, technologies and so on. This course is not the final destination. I will continue to create further free content to help you along that journey as well as connected paid courses and there are so many resources available to help you elsewhere too. It will work if you want it to and believe it will and choose to discover and link together all the necessary steps in that journey.

Don’t let any self limiting beliefs get in your way. Focus on where you want to be then use the tools available to get you there. 

Paul Herschell Simple Art Marketing

I cannot wait to guide you over these next 3 weeks …

Building a sustainable online business that grows year on year requires a number of key components. One of the most important is is a well nurtured email mailing list that you use to connect consistently with both existing customers and new sales leads. So many of your competitors in this sector miss this for many reasons. Don’t be one of them – take full advantage of what they are leaving behind.

It needs to be done properly to work though so join me on my other online course to dig deeper to drive more customers to you and your work through your mailing list. Pull in far more  customers and far more sales.

I look forward to meeting you personally within the course.

I have had so many direct sales from clicking on the newsletter. I never had any real idea of the power and importance of the newsletter and subscribers signing up to it.

I don’t think people understand the value of a mailing list. If you can get all of that information and newsletters up and running for £99 that will be a bargain because payback will be tenfold!

I feel like I have a really powerful tool to use now. A definite thumbs up for me.

Pam Smart

Fine Artist, Derbyshire UK

How To Build An Email List

To Sell Art, Craft & Photography Online

On Demand Course

One Time Payment Of



Scheduled Course

One Time Payment Of



Sound interesting?

Join my mailing list to hear more and access course discounts

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