How to Use Email to Market your Artwork

Now that you’ve collected some names and emails from visitors to your exhibits, you want to start a dialog with them. Engage them in a conversation about your art, invite them to see your work at exhibits, and entice them to buy.

Step 1: Send a thank you note. Thank them for stopping by your studio, or your exhibit and signing your guest book. Refresh their memory about your work with a short description and include at least one photo of your artwork.

Step 2: Send an update on your works in progress. When you come up with a new idea or are working on a new creation, be sure to let your fans know. Take photos and write a few words about what you’re working on, what inspired your new direction, or maybe what the challenges were in producing this new piece.

Step 3: Send regular email updates, but have some news to share. Examples of news are shows and exhibits, new directions in your work, new collaborations and new alliances. Share your excitement and you’ll be pleasantly surprised at the support you’ll get for your work.

For Open Studio Artists:
Now is the time to contact last year’s guests about stopping by your studio this year. For help with sending your email this month, contact Wine Country Art Marketing.

Stay tuned for more info on professional looking email newsletters.

2009 Open Studios Reception & Exhibition

On one of the hottest nights of the year, Napa Valley Open Studios opened with a preview exhibition and spectacular reception at Mumm’s Napa in Rutherford, CA. Although temps were hovering in the mid-90s even after sunset, artists and art enthusiasts mingled with the fabulous new creations by this year’s open studio artists.

The exhibit at Mumm’s is an incredible opportunity to preview the new creations of Napa Valley artists before the actual open studios. This year’s show is first-rate with so many talented painters, metal and stone sculptors, mosaicists, photographers, ceramists, printmakers, fiber artists, jewelry makers, glass artists and other fine craftspeople, each of whom can be reviewed at www.nvopenstudios.com.

Personal highlights were first-timers and new directions including Terry Courtney’s custom cowboy boots, Sarah Brown’s slightly sunken ceramic teapot, Shellene Hanan’s blue Tzfat doorway, and David Reichel’s new perspective on the female figure.

The exhibition runs through September 10. For more info visit www.nvopenstudios.com/reception/

Matched only by Mother Nature’s spectacular sunset, the reception and exhibition struck the perfect balance of sizzling temps, stunning art and cool sips of Mumm’s sparkling wine under the misters of the big oak tree. Bravo!

Creating Your Contact List

Here's an easy way to gather names for future marketing efforts. You can do this at any exhibit, including the Napa Valley Open Studios which is coming up September 19, 20, 26 & 27.

o Your exhibit guestbook is a potential gold mine. Be ready this year with a centrally located, easy-to-write-in guest book that has enough room to collect this essential info: email address, first name and zip code. That’s all you’ll need to get your email marketing program started this fall.

o Remember, a lot of art sales are not made on first contact, but if you develop a relationship with your visitors, you increase your chances of making a sale in the future. So if they do more than just stride in, browse, and glide out, start the relationship with a chat about your work.

o Man (or woman) your guestbook. Don’t just set it by the door and forget about it. Ask visitors, or have a friend, spouse, or trusted assistant ask them to leave their info in the book if they want to receive updates and exhibit info via email. This way you are getting their permission to send them emails about your artwork & exhibits. In technical lingo, this is called an “opt-in” list. Your visitors have opted to give you their info so you can send them emails.

o They came to your studio for a reason. They like art, they picked your studio by the photo in the catalog or online, you’re a short distance from their home, whatever the reason, they picked you. They showed an interest in your work so reward them by keeping them in the loop about your upcoming shows and the progress on pieces you’re creating. Art lovers enjoy seeing work in progress, so use this to create a buzz about your latest pieces.

o Stay tuned for more on what to say, and how and when to say it.