Here's how I use email for promotion:
1. Send promotional emails to clients who you know and who will appreciate receiving them. After all, what's the point of engendering ill will by abusing people you've never even met?
2. Do it with the kind of limited frequency that will prevent you from wearing out your welcome. Once every three months works for me and gives me enough time to collect enough new work that I'm really happy to show.
3. Keep it simple, elegant and to the point.
Here are some examples of campaigns going back over the past few years:
I have about a dozen different fonts for sale on various websites. Periodically, I serve 'em up at sale prices to stir up enthusiasm among the design profession and, miraculously, sometimes it works! I will never get rich from these "typographic annuities" but, it is a kick in the pants when someone from Oslo or Auckland, or Louisville buys a font and I watch my royalties soar into double-digits. Here's random sampling of banners used to promote fonts on myfonts.com.
I think it's about time for my 3-month (apparently) Drawger update. This one features a futile but, educational journey to a rejected Fortune cover. I did my best with the ace support of design director Emily Kehe. I could shrug it off as "you win some, you lose some" but, I'm pretty happy with the solutions we reached and realistic in accepting the final outcome. I have to admit though, for a brief while, I actually thought I was going to be bragging about my luck and still feeling viable. To the left is the final version. Below, a journey backwards through a veteran lettering artist's quest for immortality.
Approaching the wire: add dimension with drop shadows, replace process tint with Pantone color.
Almost there: Use colors from palette provided with but, with dark background.
Now with new and improved copy: 4 with their colors, 5 with mine (Try and guess).
I didn't show this to Fortune so, I don't know why I'm showing it to you.
First color exploration and original copy.
Just to be safe: Bring a couple of roughs up a little tighter.
Before the cover lines, bar code and additional copy. Ah, the joys of imagination and wonder!