Email marketing is, hands down, one of the most powerful tools you can use in your creative business. A well-maintained email list can drive traffic to your website, help attract potential new fans and customers to your work, and boost your overall revenue. However, as you may have heard, Mailchimp recently announced a major change to its pricing plans that may make it more difficult for small business owners to fully take advantage of the power of email marketing.

Mailchimp has always been a good entry-level email marketing platform, and I have always recommended it to artists and creatives who are getting started. Until recently, Mailchimp offered a free plan that allowed users to store up to 2,000 contacts and send up to 10,000 emails per month. However, in March of 2023, Mailchimp reduced the number of subscribers in their free plan to 500 contacts and 1,000 sends per month. While this may not seem like a big deal for early stage businesses, the goal is to move freemium account users into a paid plan, so it can be a major setback for those who have already built up a sizable email list. Or worse, some users may avoid growing their list, so they won’t be subject to investing in a paid service!

Because the pricing for Mailchimp’s paid plans depends on the number of contacts in your email list and the features you need, you should spend some time considering alternative services, because the health of your business is directly dependent on the size of your email list. The goal should always be to grow your list.

As of March 2023, the current monthly rate for Mailchimp users with 2000 contacts on the Essentials Plan is $29.99 per month. Under this new scenario, what used to be free would now cost around $360 per year. However, this rate may change over time, so it's always a good idea to check Mailchimp's website for the most up-to-date pricing information.

If you’re currently using Mailchimp, as so many of my clients are, you have two choices. Upgrade with Mailchimp, or look for a different service, and there are still plenty of email marketing services available that won't penalize you for growing your list. One of the best options on the market today is Flodesk.

Flodesk is a woman-owned email marketing service that has been gaining a lot of attention in recent years, and for good reason. Members are never penalized for successfully growing their lists. Flodesk subscriptions are $38/month for unlimited email sends, unlimited subscribers and unlimited access to all features. Get 50% off your first year with my code.

Why is strong email list growth so important for a thriving creative business?

Let's take a closer look. First and foremost, your email list is your direct line of communication with your audience. Unlike social media platforms, where algorithms can limit your reach, your email list is made up of people who have chosen to hear from you. This means that they are more likely to engage with your content, visit your website, and ultimately make a purchase. According to a study by the Direct Marketing Association, email marketing has an average return on investment (ROI) of $42 for every $1 spent (Source: DMA).

Furthermore, email marketing allows you to segment your audience based on their interests and behaviors. A study by Campaign Monitor found that segmented email campaigns have a 14.32% higher open rate than non-segmented campaigns. Additionally, segmented campaigns have a 100.95% higher click-through rate than non-segmented campaigns. (Source: Campaign Monitor)

If you’re not familiar with email segmentation as a strategy, it basically means that you can send highly targeted messages to specific groups of subscribers, which can lead to higher open rates, click-through rates, and conversions (purchases, or RSVP’s, etc.). If you are one of those people who worries about “sending too many emails,” this strategy allows you to only send certain information (that is highly relevant to a sub-group on your list) to those people.

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For example, you might create a segment for collectors who have purchased your art in the past. By doing so, you can send them exclusive previews of new works, before you send out a general announcement or make the information available to the general public. You can also send them special updates on upcoming shows or exhibitions, and personalized invitations to private events. This can help you build a stronger relationship with your collectors, which can lead to repeat purchases and quality referrals.

On the other hand, you might have a segment for art lovers and enthusiasts who have yet to make a purchase. For this group, you might send educational content about your art-making process, behind-the-scenes glimpses into your studio, and invitations to virtual events or workshops. By doing so, you can cultivate their interest in your work, and move them a bit closer to becoming a customer.

Are You Setting Email Subscriber Goals?

In order to reap the benefits of email marketing, you need to have a strong email list. Setting email list subscriber goals is critical for any creative business looking to grow its audience and increase engagement with subscribers. By setting specific, measurable goals, such as increasing subscribers by a certain percentage each month, you can track your progress and make data-driven decisions to improve your email marketing efforts.

This means making an effort to focus on list-building, and creating lead magnets (also called freebies or opt-ins, where you offer something of value in exchange for an email). It also involves optimizing your website for email signups, refining your email content, and testing different segmentation strategies to better serve your subscribers. If the budget allows, another way to grow your list is to run targeted Facebook ads; but you don’t need to rely on paid strategies, as there are also ways to encourage sign-ups that don’t require a financial investment.

Your Subscriber Count Should Not Determine What You Pay

Knowing what you now know, would you agree that your subscriber count should not determine what you pay for email marketing? This is where I think Flodesk really stands out as compared to Mailchimp. Not only does Flodesk offer unlimited subscribers, but they also provide a variety of tools and features to help you actively grow your email list all for one price.

For example, Flodesk's customizable forms and landing pages make it easy to capture email addresses from your website visitors. Having customizable forms and landing pages is essential for businesses that want to build their email lists because it provides an easy way for visitors to sign up for their newsletters or updates. By making these forms and landing pages customizable, Flodesk allows businesses to create a consistent visual brand across their website and email marketing campaigns, which can help build trust and credibility with their subscribers.

In addition, Flodesk's forms and landing pages are designed to be user-friendly and mobile-responsive, ensuring that visitors can easily sign up from any device. This is important because more and more people are browsing websites on their mobile devices.

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Flodesk ‘workflows’ are another valuable tool for businesses that want to build effective email sequences. Workflows are a series of automated emails that are sent to subscribers at predetermined intervals. Email sequences can be used to nurture people who are new to your work, building those customer relationships over time, and, ultimately, to lead to sales. Flodesk workflows make it easy to create these sequences with automation tools that simplify the process, even for those who may not be familiar with email marketing.

But perhaps the most exciting feature of Flodesk is its library of professionally-designed email templates. These templates are not only beautiful, but they are also highly customizable. This means that even if you don't have any design experience, you can still create beautiful emails that stand out and that elevate the perceived value of your work based on the overall presentation.

So if you're feeling frustrated by Mailchimp's recent changes, or if you're just looking for a more affordable and flexible email marketing service, then consider giving Flodesk a try. With unlimited subscribers, powerful list-building tools, and beautiful email templates, it's the perfect solution for small business owners and creative entrepreneurs who want to take their email marketing to the next level. If you use my affiliate link

Finally, if you’re a visual artist, and you’re looking for a lead magnet to help you grow your list, grab this customizable framing guide I created for you. It’s linked below (a heads up: I used Flodesk to set this up and deliver it to my audience!). Happy list-building!

This blog post contains affiliate links, so if you make a purchase, I may receive a small benefit, which helps me continue to create free content for my readers. Thanks for supporting my business and let me know if you have questions!