A publication of ArtBizCoach.com

Master Your Mailing List

A couple of weeks ago I wrote “Don’t Delay Your Mailing List,” which outlined how to start, build, and maintain your list. If you didn’t catch that issue, you can listen to the podcast:
http://tinyurl.com/2zk5jl

Where I failed was in defining what, exactly, a mailing list is. So, let’s back up a little and answer that question. What is a mailing list? And what are you going to do with it?

In the simplest terms, a mailing list contains names and contact information of people you know or might like to know. For the artist, a mailing list usually begins with friends and family, and then expands to buyers and potential buyers. You use your mailing list to stay in touch with all of these people--to keep them informed of your goings-on. In a nutshell, your mailing list--something unique to you and your career--is the primary tool you use to share your art with the world. As you may know, I think sharing in a sincere way is much easier and much more effective than trying to sell.

These days, the artist’s mailing list contains both bricks-and-mortar addresses along with email addresses and phone numbers. (It might better be called a “contact list.”) You need all three types of information in order to keep your name in front of people and to conduct critical follow-up.

So when do you use email and when do you use regular mail? And when do you pick up the phone? I’ve outlined some parameters in I’d Rather Be in the Studio!, but here are some thoughts to guide you until the book is printed.

• Use regular mail about two to four times a year.

• Use regular mail for people on your list with whom you don’t have a prior relationship. Recipients of email who haven’t asked to be on your list might become testy if they continue to receive unwanted email. We tend to guard our inboxes fiercely these days. However, very few people will mind getting a real piece of mail with nice pictures on it--even if they haven’t requested to be on your list.

• Use regular mail when you want to be more official. You can’t always be assured that email will get through to people. Regular mail, while imperfect, is more reliable.

• Use email to follow up. After you send a postcard two weeks out from your exhibit, you can use email to send last-minute reminders.

• Use email for short updates and newsletters--but only if the recipients have requested to be on your list. Know the CAN SPAM laws:
  http://www.artbizblog.com/2006/04/does_your_email.html

• Use the phone to verify and clarify. The written word is often misunderstood, but the tone of one’s voice adds clarity to the message.

• Use the phone to check in. If you have a patron who has been ailing or in a difficult situation, pick up the phone to show you care.

As you can see, the most important guideline for your mailing list is that you use it! The second most important guideline is that you mix things up--using the variety of communication formats available to you.