Using Print Giveaways to Build Your Email List

Many photographers don’t realize that most print sales happen through email. This creates two key challenges: finding your ideal audience and getting them onto your email list. 

A print giveaway can tackle both at once. Here are five steps to design a giveaway that not only draws genuine collectors but also meets social media and legal requirements.

Why Print Giveaways Work

A free print is an easy, cost-effective way to see who’s interested in your work. If someone signs up, they show at least some interest in owning your art someday. 

Most entrants won’t buy right away—or ever—because there’s a difference between getting something free and paying for it.But once they’re on your email list, you can share new art, behind-the-scenes stories, and possibly convert them into buyers later on.

Giveaways help you:

• Capture emails so you can build relationships that could lead to sales.

• Gauge demand for your style or collection.

You can also use giveaways to get immediate sales, especially when launching your online store or a new collection. But most instant sales will likely come from people who’ve been following you or have been familiar with your work for a while.Otherwise, giveaways work best as a way to identify future fans and nurture them until they buy.

Step 1: Choose the Type of Giveaway

• Standard Giveaway: Promote a landing page, gather signups, and pick a winner.

• Viral Giveaway: Offer bonus entries if participants refer friends, which can increase your total signups by 2–10 times. But you risk attracting people who only want a free prize.

I once gave away a $1,500 print, boosted it with Facebook ads, and allowed referrals. Although I got over 1,000 entries, many came from a contest site and had no real interest in my work.

Tips for viral giveaways:

• Offer a smaller prize ($250–$300) to attract true fans.

• Don’t combine ads and viral referrals if you’re new to giveaways—pick one approach first.

• Plan to remove uninterested subscribers after the giveaway— be prepared to frequently clean your list of non-responsive leads.

Step 2: Leverage Instagram Followers

• Consistent Posting: Start promoting 10–14 days before you choose a winner, and remind people frequently in your posts and stories.

• Clear Calls to Action: Direct followers to your landing page through your bio link or story swipe-ups.

• Engage: Respond to DMs, share personal stories, and use live sessions. People often buy from artists they feel connected to.

• Disclaimers:

  1. “This giveaway is not sponsored or affiliated with Instagram or Meta in any way.”

  2. “No purchase necessary to enter or win; a purchase will not increase your chances of winning.”

Step 3: Boost Visibility with Facebook Ads

After using your organic channels—Instagram, personal contacts, social shares—consider Facebook ads to reach more people:

• Micro-targeting: Aim ads at those likely to enjoy your photography, such as fans of your subject matter.

• Low-Cost Leads: Because giveaways are appealing, you might see costs as low as $1 per email signup.

• Avoid Overkill: Combining a viral giveaway with ads can attract too many “bargain hunters.” Try one at a time to see which brings better subscribers.

Step 4: Set Up Your Giveaway & Cover Legal Basics

• Targeted Landing Page: Highlight your print’s value and keep the signup form brief. Link to your privacy policy and rules.

• Enticing Print: A 16x20 or similar size print is big enough to seem special without being over the top. Let people know its retail value.

• Entry Requirements: Options include following your Instagram, liking your post, tagging friends, or sharing in stories. Keep detailed instructions in a link on the landing page or in your post caption.

• No Purchase Necessary: Make it possible to enter for free so it won’t be considered an illegal lottery.

• Disclaimers & Random Winner: Clearly state no affiliation with social networks and that you’ll pick the winner randomly. Then announce the winner publicly.

• Check Local Laws: Requirements vary by region/country, so do a quick online search for your area.

Step 5: Announce the Winner & Nurture Your Leads

• Select the Winner: Use a random number generator (you can find these online) and share the result on your social channels for transparency.

• Contact the Winner: Encourage them to post about their prize or comment on your feed. This shows future entrants your giveaways are real.

• Automate a Welcome Email Sequence: Thank new subscribers as soon as they sign up, introduce yourself, share the story behind your photography, and mention any upcoming launches. Showing genuine appreciation helps people feel part of your creative world.