Visual Marketing: 99 Proven Ways for Small Businesses to Market with Images and Design

34. An Illustrator Draws Up Timely Reminders for Prospects: Using Remarkable E-Mail Marketing to Keep Your Pipeline Full

Robert Pizzo captures the attention of busy art directors with his award-winning illustrations and continues to be one of the nation's busiest artists. It's not enough to be a talented artist; you must also be a good businessperson. Staying top of mind is not something you can take for granted. Pizzo uses e-mail marketing blasts with his artwork to stay visible.

Why It Works

Pizzo doesn't just repurpose existing artwork; he renders new illustrations that were created specifically for self-promotion. By creating original art for his own marketing, he shows off his thinking and creativity with each e-mail blast. The timing is also critical. He often whips up a timely promo that relates to special events such as daylight saving time. “They feel fresh and current, like little public service announcements,” says Pizzo. There are rules for e-mailing that Pizzo adheres to: Always ask for permission, do not e-mail more than once a month, and keep the content simple—one image per e-mail is usually enough. Finding the right balance of content and timing is the key to success.

Success Metrics

• Pizzo has won awards from Print, Graphis, How, Desi, and AR100. His work appears in leading publications, including the Wall Street Journal, BusinessWeek, and Newsweek, among others. ...