Gallery Owner Argues Mailing Lists Drive Sales Years After First Contact
According to a gallery owner featured on Red Dot Blog, collectors typically acquire significant pieces after a period of five to ten years of following an artist. Many buyers subscribe to an artist's mailing list from the time of their initial exhibition, which keeps them informed and often leads to purchases. One artist achieved a notable sale to a collector who had been on her list for eight years, receiving monthly updates despite minimal interaction. The gallery owner highlights the necessity of building relationships, suggesting that artists encourage interested parties to join their mailing lists and provide regular updates with authentic content. Long-time followers can yield unexpected sales, making the mailing list a useful tool for tracking interest and securing future transactions.
Key facts
- Collectors often buy major pieces after following an artist for five, seven, or ten years
- Some collectors joined an artist's mailing list at that artist's first art fair or show
- One artist's breakthrough sale came from a collector who signed up about eight years earlier
- That artist sent monthly studio updates, new work announcements, and creative-journey stories for nearly a decade
- Open rates rose and fell, and some months brought replies only from other artists or family members
- The collector purchased after moving into a new home and deciding it was time for art
- The author advises inviting everyone who shows interest, whether at shows, open studios, or online
- Recommended sending frequency is at least monthly, with simple content such as a new piece, a behind-the-scenes photo, or a process story
Entities
Institutions
- Red Dot Blog