77 Media · Portfolio · The Boston Artistry · Email
The Boston Artistry: email
Art studio & creative workshopsHingham, MAEmail MarketingWhere they started
A studio whose bookings lived and died by the social feed and word of mouth. Parents who had already booked once, the easiest people in the world to bring back, had no way of hearing about the next camp or workshop unless the algorithm happened to show them.
What we did
- A reason to hand over an email
A free party-planning checklist parents actually want. Trading something useful for an address beats a bare subscribe box every time.
- A list the studio owns
More than 800 South Shore families, on a list that belongs to the studio, reachable for free, whatever any algorithm decides.
- Newsletters that fill seats
New experiences, open spots, seasonal camps. The email goes out when there is something worth saying, not on a schedule for its own sake.
- Signed up where families already are
The signup lives on the website the families already visit to book, so the list grows as a side effect of normal business.
This engagement runs alongside the social media work shown in The Boston Artistry case.
Why email marketing still beats social for a small business
Social media rents you an audience. Email gives you one. That is the whole argument, and it matters most for small local businesses, who are the least able to absorb an algorithm change.
- The list is an asset you own
Followers can be throttled or lost with a suspended account. An email list moves with you and costs nothing to send to.
- It reaches people who already bought from you
Selling again to an existing customer is the cheapest marketing there is, and it is the thing most small businesses never get around to.
- It only works if you send when there is news
A list mailed once a quarter with something real outperforms a weekly newsletter nobody opens. Frequency without substance kills a list.
- Building it should be somebody's job
Lists do not grow on their own. Every booking, every counter conversation and every social post should be feeding it.
This studio now has more than 800 South Shore families it can reach for free, whenever it wants, whatever any platform decides.
Work like this runs on the Business plan — email campaigns and automation sit in the Business plan. See the plans and prices.