Recently Joan Tenenbaum emailed a link to me regarding her upcoming exhibition at Stonington Gallery in Seattle, WA. Using email and links to specific online content is a very effective way to promote your work to a large audience. This is also a good example of cooperative marketing between the artist and gallery – and both benefit. So far, so good, but after following the links and instructions in the email, I would like to offer some constructive suggestions to both the artist and to the gallery. The rest of this post will focus on suggestions for every artist. Suggestions for effective links on the gallery web site will be the focus of a subsequent post.
The Plan In her email, the artist, Joan Tenenbaum only included the link to the gallery's Home page along with instructions to look around the site for the Calendar of Events page to find her work. Seems innocent enough.
The Reality As the recipient of these instructions, I reread the instructions, clicked on the link and had to look around the Home page to find and click on the Calendar of Events link, and look around the new page (and not see Joan's work anywhere, take a deep breath to quell my mild frustration and uncertainty, only to eventually realize I had to scroll down for more content, still not see Joan's jewelry, scroll some more, and some more), and finally find Joan's segment announcing her exhibition. I briefly enjoyed a small sense of victory from my excursion into cyberspace and discovery of Joan's content in this labyrinth.
Admittedly, all this took less than 60 seconds. Not really so bad, but on a typical hectic day, I and perhaps most other people would easily have given up and moved on to the next email. This was asking too much for the casual reader and brought this post's topic to mind.
An online link should take the viewer directly to the target content....not nearby, not the general area, nor with additional instructions to follow. In a successful online marketing campaign, you want to avoid any possible misinterpretation, mistakes, or inattention. Help people get to the exact location immediately with ONE CLICK.
It is not a difficult task and here is HOW TO LINK DIRECTLY.
It is not a difficult task and here is HOW TO LINK DIRECTLY.The exact URL link to Joan Tenenbaum's inventory photos looks like this:
Wow! That looks really long and scary, but there are some easy options for including the appropriate link in your web correspondence.
First option I noticed that Joan's email was an HTML email (such as Outlook or Outlook Express.) which allows a user to create a link in the email as a hyperlink text LIKE THIS . To do this, use
the "hyperlink" button on your HTML email toolbar (it looks like a small chain with an image of the world behind it). Click on the button, put in the text you want to use or highlight as the link. In this example I typed in "LIKE THIS". Then in the next box add the hyperlink URL (the long, scary character string) which will be hidden in the actual email. If you do this one time you will know how to do it forever, and it is super easy to do.
Second option Go to Tinyurl.com and make your own hyperlink to the target content. I created this one http://tinyurl.com/m8oa8r for Joan quick and easy. Anyone can do this for free. When you are on the Tinyurl.com site, paste in the long hyperlink text. Then CLICK the button that says "Make a TinyURL", and voila, a short and tiny URL is ready in an instant. Yes, really that quick!
Many people are sending emails without the direct link addresses. It is really frustrating, looking all over a site, trying to find the appropriate path to some specific image or content, move to another page, go back, try another path . . . sometimes I get interrupted or just don't have time and then I forget to go back and look around.
Hopefully everyone can now help their audience click directly to target images or content. This can surely improve your marketing effectiveness.
If you have any ideas or questions for ASK Harriete, just write to me any time! Just CLICK on the Email link here or at the top of this post under my photo.