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« Art Business: Photograph & Document All of Your Work | Main | Art Business: Create a Solid Body of Signature Work »
Friday
Jul272007

Art Business: Manage a Qualified Mailing List

© 2007, Artist Career Training

You can now listen to the Tip-of- the-Week!

 

Your art making materials, methods and skills are your basic "tools of the trade." This makes them useful as business assets (not to mention deductible)!

Another very important business asset is your mailing list.  (So far it's not deductible. . .)

A mailing list is an inventory of the people you know.  If you apply care
and thought to each mailing, the messages you send (emails, postcards,
brochures, letters) will create a further bond or connection between
you and your art audience.

It's important to integrate the use
of mailings into your marketing strategy. Plan ahead, think about what
you want to say, who you want to say it to, and how often.  A "hit or
miss" approach will only get you scattered results.

A qualified list becomes an investment in your future income.
To "qualify" the names on your list, you must have records about how
they got there, what their art interests are, purchases, and any other
personal information that will help you build a relationship with that person.  So how do you start?

  1. Get to know the people who come to see your work.
  2. Make sure to document every contact.
  3. Send updates to the people on your list about your recent awards or upcoming activities.
  4. In each mailing, encourage them to take action, like contacting you to see your new work.
  5. Record
    what you learn about your audience so that you can communicate with art
    lovers instead of just sending mail to names on a list.

A mailing list can be more than just a list.
Relationships
with the people on your mailing list can connect you with buyers, lead
to exhibition opportunities, and open doors to arts professionals.

A qualified mailing list is worth it's weight in gold.

Remember, "Exposure = Success."





 


With the knowledge and support you get from Artist Career Training
you'll save time, effort and money.  We gather all the information you
need to market your art and build your art career so that you can make
money and get back to doing what you love - making more art.


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Reader Comments (4)

During an out of town conference this week, unbeknown to me, I sat next to someone on my mailing list. She recognized my name and told me she received my mailings. After a few seconds, I also remembered her name. We further discussed my art and I showed her some of the sketches I had worked on during free time at that conference. We met two or three years ago. My mailing list contacts kept my name and work in her world. Otherwise, she may not have recognized my name or remembered my work. How more valuable can this get?
August 11, 2007 | Unregistered CommenterPatricia Barnett
So how do you keep requalifying your list? I have a postcard mailing list of ~450. Some are names I picked up five years ago. When do you (if ever) decide to remove someone from the list?
August 13, 2007 | Unregistered CommenterKatherine Swift

Katherine,
Thanks for your latest postcard and for keeping me on the list! I keep people on the list until they ask to be removed. Then, remove them promptly.

To keep qualifying your mailing list, send out mailings at least seasonally. Try to replace addresses for r"eturned mail". If you cannot locate the person, delete the name until you meet again.

You can also periodically "prune" or "replenish" the list by contacting people who have been quiet. It takes many people years of following an artist for their planets of interest, budget and the piece they "must have" to line up for a purchase of your work that eclipses other needs.

Aletta de Wal

August 24, 2007 | Unregistered CommenterAletta de Wal
This is a great one!
I found the section on building and maintaining a mailing list to be very helpful. Also Martha Castillo's holiday greeting page was wonderful- good idea.NO SURPRISE, Aletta- You Rock!!!!!!1
December 21, 2007 | Unregistered CommenterSarah kahn

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