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Bri Lawson | Episode 778
As a BFA graduate from UW-River Falls, Bri Lawson creates functional pottery on the wheel with imagery and bright colors. Originally from MN, Bri relocated to RI in 2018 for a residency at The Steel Yard. Bri currently works in her studio at the Nicholson File Artist Community in Providence, RI.
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How many people were on your email list when you first started? Did you start from zero?
Yeah, I think I started from zero. I don’t think my mom was ever on it. (laughter) So I think I just started with some people at a farmer’s market sale, I was like, Hey, do you want to sign up? I had a just a pad and paper and pen and people would write their emails down.
Do you find it valuable that you have direct access to your customers as apposed to the avenues of social media?
Absolutely. I find it kind of nice because I am sending a message to people who signed up for these messages and people who want to hear more and want to see how my work evolves and they get excited. It is almost like they cheer me on sometimes. It can be really great when someone says, Oh, I just love this new work! And they can hype you up when sometimes you don’t feel confident about this one pattern or color and it can just feel really good to have people who are almost like cheerleaders in a certain way.
Are you protective over your list? Do you ever share it with others and let them have access to your people?
I would never do that, no. I feel like that’s just…I’m also sure if that’s legal. I would definitely not share it with anyone. They signed up to hear from me not anyone else. I feel like that’s an uncomfortable place to be.
Do you find your conversion rate is higher from an email as opposed to an Instagram post?
Yeah, I would definitely say it’s higher. I am emailing less people than what my Instagram post might be shown in front of because it is sometimes shown in hash tags or to other people who aren’t even following you. So you might get a lot of random engagement but at least the email list is a select number of people who have signed up and want to hear from you. So I would say email definitely has a higher conversion rate.
In terms of email list growth you simple ask for people to join it?
Yup. If they check out on my website they have the option to sign up there as well.
Is email list building worth the work?
I would recommend it, yes. Especially if you were to change platforms or if you get cancelled on a social media platform then you always have your email list to go to. Like when Instagram shut down, and Facebook too, it kind of made a lot of people realize that if their social media just disappears one day they don’t have a way to reach their audience so I think emailing your customers is a good way to build relationships too. Because you can also say more. You can share about your life and about what has been happening in your studio and give sneak peeks. I kind of view it as a little bit more fun versus taking one photo and trying to say a little snippet about it. Instead you can have a conversation about it.
Book
Leonardo Da Vinci by Walter Isaacson
Contact
Instagram: @brilarsonart