May 8, 2006

[This is the fourth and final (for now)  in a series on the topic of newsletters for artists. They are excerpted from my e-book, "Cultivating Collectors."]

Previously, I have covered starting a newsletter, content for your newsletter, and sending a newsletter.

Finally, let's look at who is going to get your newsletter and where you might be able to distribute it.

For email newsletters, everyone who has opted in to your mailing list should receive a copy. Again, this is why you need to be capturing email addresses and having them in a system that is easy to access.

Think twice before sending unsolicited e-newsletters to anyone you don't have a prior relationship with. This includes galleries, art consultant, and curators. It's much safer and less intrusive to send printed newsletters to these people.

After you mail your print newsletter to the usual suspect, it can also be placed in a number of venues where casual visitors--perhaps many of them art appreciators--pick them up. Think about printing off additional copies and placing stacks at any of the following sites. Always, always ask permission beforehand.

• A gallery that is showing your work.
• Your studio.
• Retail space of a family member or friend.
• Bulletin boards at coffee shops, art schools, and art centers.
• The lobby of an art organization, such as an arts council, artist group, or art center.
• Your local chamber of commerce. Being a member has its privileges.
• Places of work for any of your contributing columnists (thus the reason for including more people to help you with content for your newsletter).
• Offices that have your work in their corporate collections.
• The local library.
• Bookstores.
• Hair salons.
• Dentists' and doctors' offices.

If you have a niche market, approach those venues. Even better if you coordinate a joint mailing with their customers.

See the final checklist for all newsletters at ArtBizBlog.com.