Using your website to build an email list (and why it’s essential for artists and creatives)
I want to share a story with you all about a contractor I used to work with for social media marketing.
She had built an incredible following on Instagram—over 30K followers who loved her work (myself included). She was booking clients, selling her digital course, and getting brand deals through IG. Her business was thriving, and she relied on Instagram as her primary way of reaching her audience.
At the start of the year, I was chatting with said contractor—let’s call her Sarah. We were going back and forth on life updates, and then she shared with me that, out of nowhere, her account got disabled, right after a new launch.
No warning, no explanation—just gone. She appealed, emailed support, and waited… but days turned into weeks. With no way to reach her audience, her sales and bookings vanished overnight.
Thankfully, Sarah had started an email list a few years earlier. She sent one email to her subscribers explaining what happened and directing them to her new Instagram account and her website! Within hours, she had clients rebooking, and her new product—yes, the same one she had just launched—was getting sales again. Her business was back on track.
This is exactly why I always tell creatives & clients: don’t build your entire business on Instagram. Social media is great, but your email list and your website are the two things you truly own.
Why an Email List is a Must for Artists
If you’re an artist, dancer, performer, or creative entrepreneur, you might be thinking, “Do I really need an email list?” The answer is yes! Many of my previous clients have successfully used their email lists for:
Keeping their audience updated on upcoming shows, exhibitions, or performances.
Promoting brands they’re affiliated with and securing more sponsorships.
Selling exclusive digital content, like tutorials, workshops, or behind-the-scenes insights.
Offering early access or VIP pricing for their newest work or products.
Your email list is a direct, personal way to communicate with your audience—without worrying about algorithm changes or account issues.
How to Start Building Your Email List (Through Your Website!)
If you’re on this blog, you likely already have a website designed by us—yay! But maybe you haven’t started building an email list yet. Here’s how to begin:
👉 Offer a freebie – Create a mini guide, checklist, or exclusive content that your audience will love. This gives them a reason to sign up!
👉 Add an opt-in form to your website – Squarespace makes this super easy with built-in email capture forms.
👉 Engage your subscribers – Send updates, behind-the-scenes content, or special offers to keep them connected and excited about your work.
Don’t wait until it’s too late—start growing your list through your website today! And no, email marketing isn’t dead 😅. It’s actually one of the most powerful ways to connect, sell, and own your business growth.
Need help setting up your email list or optimizing your website for lead generation? Let’s chat!
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