Several times a year I try to remind you how important your mailing list is. It’s your #1 asset--as long as you use it.

Kristen Reiber Harris, Zinnia I. Mixed media on paper, 47 x 22 inches. ©The Artist http://www.kristinreiberharris.com

There are many questions around mailing lists and I’m going to address a couple of them here, which were sent to me by Astrid Mueller.

Q: When is it okay to add someone to your mailing list, and when not? I've been scared by email newsletter companies where you have to confirm that every contact on your list has explicitly asked to receive your news. If someone has even showed only small interest, with no clear newsletter order confirmation, is it still okay to just put them on the newsletter list?

A: My best advice is that if you’ve met someone in person, add them to your list of contacts--carefully noting how/where you met and other details. Feel free to send that person a single follow-up email or, better yet, a handwritten note.

The email newsletter companies are following standard operating procedures. They must protect themselves and adhere to the anti-spam laws. So, no, it’s not okay to send regular (weekly, monthly, whatever) commercial email to people who have not requested it. No matter what you think of it, your newsletter is considered an advertisement for your art or services. It’s okay to send it to people who have already purchased from you, but most artists still ask permission to make sure.

This is where you use common sense. Put yourself in other people’s shoes. Would they be happy to see your email or annoyed by it? I’m certain you’ve been annoyed by mailings. What exactly was it that bugged you?

Q: For my first business anniversary, I held an online contest with a prize draw. Is it okay to just put all the people who entered the contest on my mailing list now, or will I have to ask them explicitly?

A: What you should have done is to tell everyone that enters the contest that (1) The winner will get this great prize and (2) Oh, by the way, . . . “You will also receive my monthly newsletter.” The last thing is often in smaller letters and less obvious, but it needs to be there before you collect and use email addresses for marketing your art.

I am amazed by all the newsletters I receive from artists I’ve never heard of before. And I certainly didn’t approve being added to their email lists. This is spamming someone. I would welcome personal emails from these people, but a mass email about an art exhibit a thousand miles away from me from someone I’ve never heard of is spam any way you look at it.

Remember that you have snail mail (regular mail) and email. Very few people will complain if they receive something from you in the regular mail with an invitation to your opening or an update of your career. However, we guard our inboxes fiercely. Code your contact list so that you know which people can receive your email and which can only get regular mail.
 

Know This . . . People are usually okay with regular mail, but not with unsolicited email. Think About This . . . Are you sending email to anyone who didn’t “opt in”? Do This . . . Use caution when adding to your mailing list. Don’t forget what it’s like to be on the receiving end of mail and email. What is okay in your mind? Where do you draw the line? And don’t forget the CAN SPAM laws. A list of resources for and about mailing lists is on the Art Biz Blog. http://www.artbizblog.com