SENDING EMAIL BLASTS : ART WORLD RESEARCH

It occurred to us that our artists emails cater to multiple distinct audiences including friends, collectors, curators, dealers, and the press. This becomes particularly important because curators and dealers can have very different interests; curators focus on cultural relevancy, while dealers are concerned with the marketability of your work.

We consulted six art world professionals about how they like to receive artist email blasts. The data shows that it might be worth segmenting your email lists between General, Curators, and Dealers.

NOTE: this is a small sample and there are exceptions to every rule.

GENERAL TAKEAWAYS : TLDR

• SIGN-UPS: If someone is a public art world professional and their email is readily available, you can sign people up without their express permission, but be cautious. They might unsubscribe, and too many unsubscribes or unopened emails can flag your remaining emails as spam.

• OUR METHOD: Before signing someone up for an email blast send them a personal email introducing yourself and inviting them to something exciting. You are much more likely to get a real connection.

• FREQUENCY: These art world professionals receive fewer emails than one might expect. There is a balance between updates and spam. Most pro’s seem to expect multiple emails if you are actually doing something of note, so if you are having a big show, they are okay with an invite, a middle of show event, and a closing email with any press or experience update. If this is a regional show that’s not in their region, only send one email.

• RELEVANCY: These professionals are more likely to accept unsolicited emails if:

1. The work is culturally relevant to current events.

2. The artist is sufficiently advanced in their career to be noteworthy.

3. The artist works in a specific field that the professional is interested in.

• BREVITY OR CONTEXT: Dealers prefer succinct emails with a glossy image; curators appreciate more contextual information.

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INTERVIEW SUMMARY
WITH ART WORLD PROFESSIONALS

LARGE MUSEUM CURATOR

• Email Volume: Receives many artist emails weekly.

• Reaction to Unsolicited Emails: Response depends on relevance and presentation.

• Email Management: May unsubscribe or ignore based on content relevance.

• Preferred Frequency: Monthly or quarterly; dislikes frequent reminders.

• Content Preferences: Prefers a balance of text and images; dislikes large attachments.

MEDIUM SIZE MUSEUM CURATOR

• Email Volume: Over 30 emails per week.

• Reaction to Unsolicited Emails: Takes a quick look to assess relevance to her focused mission. Frequently asks “why are you sending this to ME”

• Email Management: Generally ignores, especially frequent reminder emails.

• Preferred Frequency: Quarterly emails are most effective.

• Content Preferences: Enjoys substantive content; invites to collaborate are preferred over large project introductions. “Introduce me to your work, but let the curator curate”

HIGH END ART PRESS EDITOR

• Email Volume: Receives 3-5 artist email blasts per week.

• Reaction to Unsolicited Emails: Interest depends on content, not the sender; irrelevant content leads to frustration.

• Email Management: Ignores generally; unsubscribes if content is especially irrelevant.

• Preferred Frequency: Prefers monthly updates or emails tied to significant events.

• Content Preferences: Favors emails that combine an event notice with an image.

SMALL TIME ARTIST CURATOR

• Email Volume: Receives about 20 emails per week.

• Reaction to Unsolicited Emails: Silent deletion.

• Preferred Frequency: Quarterly is best; monthly acceptable but not more frequent.

• Content Preferences: Prefers brief introductions, relevant images, and additional writing if it tells an interesting story.

MID RANGE ART ADVISOR / DEALER (10k works)

• Preferred Frequency: Likes monthly updates; finds quarterly too jumbled.

• Email Management: Unsubscribes from unsolicited blasts to avoid spam flags.

• Content Preferences: Prefers emails to be more image-heavy and less text-heavy.

BLUE CHIP Gallerist

• Email Volume: Receives about a dozen emails per week from unknown senders.

• Reaction to Unsolicited Emails: Does not read emails from unknown senders.

• Preferred Frequency: Quarterly, depending on how fresh the information is.

• Content Preferences: Emphasizes the importance of placing engaging content at the top of the email; prefers a mix of context, one striking image, and additional text.

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GALLERY OUTREACH FOR ARTISTS

Reaching out to art galleries can feel like a daunting task for many artists, but with the right approach and understanding, it can become a more manageable and successful endeavor. Here’s a detailed guide on how to effectively reach out to galleries, drawing on insights from a community chat among artists.

Understanding Gallery Dynamics

1. Long-Term Relationships: Galleries often rely on recommendations from their current artists when considering new talents. Building relationships with artists already represented by galleries can open doors to gallery introductions and recommendations.

2. Gallery Representation: Not all galleries will be a fit. Some artists find that working with smaller galleries without signing exclusive contracts offers more flexibility, while others benefit from formal representation. It's essential to understand what each gallery offers and align it with your career goals.

3. The Role of Social Media: Social media platforms like Instagram can play a crucial role in gaining gallery attention. Regular updates and professional presentation of your work can attract gallery directors or curators who are scouting for new artists.

Effective Outreach Strategies

1. Networking: Engaging with other artists and participating in art-related events can provide crucial networking opportunities. As discussed in the community chat, artists often receive gallery introductions through mutual connections within the art community.

2. Direct Contact: Cold emailing or sending physical portfolios can still be effective. Tailor your approach to each gallery's preferences, which you can often find on their websites. Include a well-prepared portfolio and a personalized cover letter that resonates with the gallery’s exhibited style or ethos.

3. Follow-Up: Persistence is key. Follow up your initial contact with additional communications, such as updates on new work, upcoming shows, or professional achievements. Remember, the art world is small, and building a reputation for being professional and courteous goes a long way.

Tools and Techniques

1. Use of Technology: Tools like CRMs (Customer Relationship Management software) can help you track your interactions with galleries and schedule follow-ups, ensuring you remain organized and proactive.

2. Professional Materials: Invest in high-quality prints of your work or create digital portfolios that are easy to distribute and showcase your work effectively. Some artists use services like Blurb to create professional-looking catalogs of their work at a reasonable cost.

3. Onboarding Strategy: Developing a multi-step approach to engage galleries can be beneficial. Start with a soft introduction, perhaps through a mutual connection, followed by more formal outreach like an email or catalog send-off, and culminate with personal meetings or studio visits if possible.

Understanding and Patience

The process of securing gallery representation or even just a show can be lengthy and fraught with challenges. It's essential to stay patient and persistent. As discussed in the community chat, sometimes the journey to gallery representation takes years and involves building relationships and slowly making inroads into the gallery’s network.

Conclusion

Reaching out to galleries requires a blend of strategic planning, professional presentation, and persistence. By understanding the dynamics of gallery operations and preferences, tailoring your outreach, and employing modern tools and traditional networking, you can increase your chances of success in the competitive art market. Remember, every interaction is a step towards building a lasting relationship within the art community.

What Is An Artist Studio Visit: A How To

The artist’s studio. It’s where the magic happens. Inviting someone in for a studio visit is pivotal to any art career, it bridges the artist with the broader community, offering insights into your journey and facilitating meaningful dialogues.

FREE CLASS ON ARTIST STUDIO VISITS

Such visits are more than mere art viewings; they are opportunities for authentic connections.

As we explore the intricacies of studio visits, it's essential to see them as a mutual voyage of discovery. Artists gain new perspectives on their work, while visitors immerse themselves in the creative process.

We hosted a talk by artist/curator john ros about the best practices in artist studio visits (both beginner and advances) and how to help foster a healthier studio visit culture.

SHORT VERSION:

➡️ Download our studio visit checklist here
➡️ Download our virtual studio visit template
➡️ Studio Visit Rules of Engagement by john ros

• Studio visits happen any place you work, be proud of your space.
• Set a goal : Usually “familiarize the person with your work and give then a sneak peak at your process)
• Where to begin: have friends over or even better, go to friends studios and see how they host people
• Research: look up your visitor before they come. Familiarize yourself with their projects.
• Beware toxic visitors: have an exit strategy if things go sour. Often it helps to ask “so, what are you doing next?”
• Depending on your goals, think about cleaning up.
• Organize which work you will show (most people have attention span for learning 3 things at a time, keep it to 2 bodies of work + 1 behind the scenes item.
• Have a take-away (postcard or small catalog).
• Follow up: write a thank you note (digital or physical) and dont forget to update your contacts/mailing list.

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WHAT IS AN ARTIST STUDIO VISIT

An artist studio visit is an intimate encounter where individuals are invited into an artist's workspace to engage with their creative process and artworks. The agenda can vary:

1. Critique: Professionals or peers provide constructive feedback on the artist's work.

2. Introduction: A chance for newcomers or potential buyers to familiarize themselves with the artist and their oeuvre.

A FEW TYPES OF ARTIST STUDIO VISITS

The Artist Studio Visit: A peer exchange focused on ideas, concepts, and materials, accentuated by the artist's personal journey.

The Nonprofit Curator Visit: Primarily for non-commercial exhibitions, it intertwines the artist's creative motivations with their personal narrative.

The Gallery Director Visit: A balance of business and art, where the artist's story complements discussions about logistics and commerce.

The Collector Visit: Beyond showcasing and pricing, the artist's journey enhances the collector's connection to the art.

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TIPS TO A BETTER STUDIO VISIT

Lets Deep Dive into Understanding, Engagement, and Connection

In the realm of art, studio visits bridge the gap between creation and appreciation. Studio visits are a powerful method of artist networking, a power that's deeply rooted in the principles of social psychology. But how do we harness this potential to make studio visits more enriching?

1. A Purposeful Approach: Know Your Audience

Before embarking on a studio visit, delineate its purpose. The human brain is wired to interact differently based on intentions and expectations. For instance, while an artist might be keen on conceptual discussions, a curator might be focused on the logistical aspects of exhibiting your artwork. Knowing this can shape the dialogue.

2. Art of Communication: Setting Clear Intentions

One of the foundational concepts of social psychology is effective communication. Clearly communicating your intentions ("I want to develop this body of work further") helps in establishing a mutual understanding. This aligns expectations and creates a supportive environment for constructive discourse.

3. Engagement Before Analysis

A phenomenon often observed in human interactions, especially in the art world, is premature judgment or over-analysis. Before delving into interpretations, one should engage deeply with the art. After all, art is a reflection of the artist's psyche, and understanding it requires immersion.

4. Research as a Tool for Connection

A quick online search about your visitor can pave the way for more personalized interactions. This practice, rooted in the principle of "reciprocal liking" from social psychology, suggests that we tend to like people who show that they are interested in us.

5. Constructive Feedback: A Two-Way Street

Feedback sessions are an interplay of social dynamics. Structured methods, like the "Rose-Thorn-Bud" technique, channelize feedback in a balanced manner. Interestingly, human brains respond more receptively to feedback when it's presented in a structured and balanced manner.

6. Space and Perception

Social psychology has long emphasized the influence of environment on interactions. However, in the context of studio visits, it's essential to remember that the "studio" is a conceptual space, not just a physical one. The emphasis should always remain on the art and the artist.

7. Leveraging Technology

In the digital age, virtual interactions carry the same weight as physical ones. While human brains are better attuned to face-to-face interactions, adopting tools like Google Slides can bridge the gap, ensuring that the essence of the artwork is communicated effectively.

8. Authenticity in Presentation

Dressing authentically, albeit appropriately, resonates with the principle of "authentic self-presentation" in social psychology. This asserts the importance of being genuine in interactions, which invariably leads to more meaningful connections.

9. FOLLOW UP

After the studio visit, it's crucial to keep the momentum going. A thoughtful follow-up not only demonstrates appreciation for the time shared but also solidifies relationships and opens doors for future collaboration. Whether it's a simple thank-you note, an email detailing points of discussion, or sharing relevant resources and opportunities, this step ensures that the studio visit becomes a lasting touchstone in the artist-visitor relationship. Just as art requires reflection, so too does the experience of sharing and understanding it; following up ensures that both parties continue to benefit from the visit long after it's concluded. Also make sure to update your contacts or mailing list.

MORE PRACTICAL THOUGHTS ON STUDIO VISITS

**Download our studio visit checklist

Preparation:

• Clearly understand the purpose and nature of the visit.

• Prepare artwork and set discussion points.

• Stay present and engaged with the visitor.

• Offer a mix of artworks but limit the quantity; focus on quality.

• Include initial ideas or sketches to provide a "behind the scenes" perspective.

During the Visit:

• Approach the visit as a mutual learning opportunity; think of it as a "first date."

• Offer a beverage, a comfortable place to sit, and a snack.

  • Consider snacks, especially for visitors with low blood pressure to avoid a "hangry" studio visit.

• Keep an open platform for questions; aim for clarity and understanding.

• Manage the duration; introductory visits can range from 30 minutes to 1.5 hours, but ensure the conversation dictates the length.

Communication:

• Preferred method: written forms (emails, texts, DMs). Some curators are open to phone calls or texts.

• Clearly communicate the intention of the visit to avoid misunderstandings.

• Aim for long-term relationships; see group exhibitions as initial engagements.

Home Studio Tips:

• Any place you make art is a studio. Your kitchen, a basement. Dont feel shy about letting people in. Remember that virtual studio visits are always an option too.

• Accept and embrace the practicality of home studios.

• Set and communicate boundaries and expectations for visitors.

• Ensure a distraction-free environment; address potential interruptions beforehand.

Avoiding Annoyances:

• Be prepared with set questions or discussion points.

• Aim for constructive exchanges; don’t dominate the conversation.

• Value feedback and insights from visitors.

Post-Visit Reflection:

• Consider the studio as an intimate reflection of the artist; maintain control but be welcoming.

• Stay alert to inappropriate behaviors; maintain personal boundaries.

• Reflect on the visit; identify strengths, areas of improvement, and potential follow-up actions.

In Closing
Studio visits are more than just discussions about art; they're a dance of social dynamics, aspirations, and mutual respect. By integrating insights from social psychology, these visits can be transformed into memorable, insightful, and relationship-building experiences.

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MORE ARTIST RESOURCES AND FREE DOWNLOADS

HOW TO MAKE ARTIST MAILING LISTS AND NEWSLETTER TIPS

Mailing lists aren’t simply a list of emails; they are vital tool for artists and creatives. It's a direct line to your audience, keeping them engaged and informed about your latest projects. In this post, we'll explore why having a mailing list is essential for artists.

WHY HAVE A MAILING LIST?

1. Stay Top-of-Mind: In a digital world filled with noise, a newsletter keeps your name and brand consistently in front of your audience. It builds familiarity and trust, making them more likely to support your work.

2. Showcase Your Work: Your newsletter is a dynamic platform to present your latest creations in an engaging and informative way. It offers a behind-the-scenes look at your creative process.

3. Offer Exclusive Value: Exclusivity is a powerful draw. Use your newsletter to provide subscribers with sneak peeks, limited editions, and personal insights, making them feel special and valued.

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THE TLDR OF ARTIST MAILING LISTS:

• Use Designated Emails: designated email addresses (like john@johndoearts.com) for your email newsletters might keep things from going into spam / promotions

• Gmail has its own algorithm. If you can get people to respond to your email and have a “back and forth”, it lets gmail know that your newsletter belongs in the “inbox”.

• Clickable Links in Photographs: Make your emails more interactive by adding clickable links to photographs or images. This can boost user engagement.

• If you are “cloning” a previous campaign, make sure to triple check all links. 

• Check everything on a computer AND on mobile. Make sure the mobile text isnt too small.

• Limit Links and images: Avoid overwhelming your subscribers with too many links in a single email. Keep it focused and relevant. People will only click on one link before moving on to something else. 

• Platform Integration: If you use multiple platforms like MailChimp, MailerLite, but have subscriptions coming from Squarespace, ensure they integrate and play nice together. 

• Analyze Open Rates: every few years monitor open rates, this can gauge the effectiveness of your email campaigns. If you have time to dig into who opened your emails, you might find that a certain gallerist has been very engaged, maybe its time to reach out to them personally. 

• Automations: Interesting but not necessary - Explore automation features to streamline your email “onboarding”. Some services can automatically send an email when people join your list. Again, this might be more work than us busy artists can put into it. Same thing with “segmenting”, it sounds nice, but too much work.

• Personalization and Timing: put personality into your emails, segment your list, and consider the best time to send emails for higher engagement. I’ve found Tuesday AM to be the best time to reach art world people. Also consider this when sending out non urgent emails - if your using gmail they have a “schedule send” function. 

• Keep it short: people dont have time and appreciate a short email. If you have to scroll, it might be too long. (if your doing a quarterly email, it might be longer but try to keep it short,  a year in review can have even more prose) 

• Be personal: Put in your own personality and sharing information (personal or facts about the content your artwork is about)  in your newsletter. Most people want to connect with you as a person and learn something.

• Talk back points: encouraging your readers to interact with you is important. Only do this if it feels natural.

• Building your mailing list: schedule time to add in new contacts you’ve met every month. Leverage social media. When your about to send out a newsletter, post on instagram “instagram sux, Im about to send out a newsletter, sign up, link in bio” then place the link in your bio for that week.

• Monthly vs Quarterly: You really cant win or lose. Some big name art people we’ve talked to appreciate the monthly email. I personally find the monthly email exhausting and only send out quarterly or specific big shows. Bottom line, do what you can, what feels right, and dont overdo it! If an artist can send out a quarterly or twice a year email update, yer good.

• At the end we decided that the BEST thing to do is separate a VIP list and send those people personal emails. Its those personal invites that will get people to your show, get you future shows, and court collectors. This can become A LOT of work, so do what you can and fudge the rest. 

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Below is an artist who does a compelling job engaging readers. 

My breakdown: It starts with a "click bait" style header note: this can rub some people the wrong way, but here it kinda feels natural. Then the first sentence she says *what* she's doing. Second sentence says *why* this is exciting. Third sentence gives *social cred* saying others like this work too! Forth paragraph says "im offering you something special". And then after the images she gives an *ask*. Very important to let them know *what* you want them to do.

This email is a little long for me, but it hits all the best spots and feels personal.

MORE ARTISTS MAILING LIST AND NEWSLETTER INFO:

As an artist or small business owner, your newsletter can be a powerful tool to keep your audience informed, engaged, and up-to-date on your latest work and projects. Here are a few reasons why a monthly newsletter is so important:

1. Stay top-of-mind with your audience: A newsletter (monthly or quarterly) helps keep your name and brand in front of supporters on a regular basis. By consistently sharing your latest work, news, and updates, you can build a strong relationship with your audience and increase the chances of future sales and opportunities.

2. Showcase your work: Your newsletter gives you a platform to showcase your latest work and projects in a way that's engaging and informative. By including high-quality images, descriptions of your project, or information about your concept, you can give your audience a behind-the-scenes look at your creative process and build excitement around what you’re doing.

3. Offer exclusive content: A newsletter can also be a great way to offer exclusive content to your supporters. This could be a sneak peek of a new project, a special print edition, or even just some personal insights and stories that you don't share anywhere else. By offering exclusive content, you can make your subscribers feel special and valued and open the next email you send!

Summary: A frequent newsletter is an important tool for artists and creatives to stay connected with their audience, showcase their work, and grow their business over time. By using your newsletter to stay top-of-mind, build your audience, showcase your work, and offer exclusive content, you can build a loyal following and take your art biz to the next level.

Types of Newsletters : Personal vs To the point

As a general rule, a newsletter should strike a balance between being "to the point" and "personal." You want your newsletter to be informative and engaging, but not so long-winded that your subscribers lose interest. At the same time, you want your newsletter to be personal enough to build a connection with your audience and showcase your unique voice and brand.

Here are a few tips on how to strike the right balance between being "to the point" and "personal" in your newsletter:

1. Start with a strong headline: Your headline is the first thing your subscribers will see when they open your newsletter, so make sure it's attention-grabbing and informative. Either use a clear and concise headline that summarizes the main point of your newsletter or write something catchy and mysterious that will make them open that email.

   RANDOM TIP: Research shows that using numbers or symbols, such as parentheses or exclamation marks, in your subject line may help it stand out.  Be careful not to overuse them, as this can come across as spammy.

2. Use visuals to support your message: Including high-quality images to help break up the text and make your newsletter more engaging. Use visuals that support your message and showcase your work in an appealing way.

   NOTE: New data shows that too many images or links can place your newsletter in the spam / promotions box.

3. Use a conversational tone: Write your newsletter in a conversational tone that feels approachable and friendly. Use "you" and "we" language to make your subscribers feel like they're part of the conversation.

4. Share personal stories or insights: Sharing personal stories or insights can help make your newsletter feel more personal and engaging. Consider sharing behind-the-scenes glimpses of your creative process, personal anecdotes, or even just your thoughts on a recent news event.

5. Use social capital: Did someone specific like the work? Say that. Did you get a writeup somewhere? Say that! Psychology of marketing tells that people dont want to be the first to like something and need to be told that your art has by a third party value. 

6. Keep it concise: While you want your newsletter to be personal and engaging, you also want to keep it concise and to the point. My goal is to make a no-scroll email. If the reader has to scroll down, they probably aren’t reading your email anymore. Stick to one or two main bullet points per newsletter, and keep your paragraphs short and easy to read.

In short, when creating a newsletter, it's important to strike a balance between being "to the point" and "personal." Use a strong headline, visuals, a conversational tone, personal stories or insights, and keep it concise to create a newsletter that engages your audience and showcases your unique voice and brand.

Avoiding Spam!

You stay up late agonizing over your latest newsletter inviting people to your big show, sending it out at the optimal time and then crickets. Did people not open the email? Did they just not care? Are they too busy? Or has your email gone to the dreaded SPAM FOLDER of doom?

It's always disappointing when I learn that my emails end up in a spam folder. 

It's important to remember that email providers and spam filters are constantly evolving to better protect users from unwanted or malicious content. While it's sad when your promotional emails get filtered out, it's also a reminder to be more strategic and intentional in your approach. Consider personalizing your emails and definitely avoid spammy language. 

Remember, email providers today have algorithms (much like the instagram algorithm). They are constantly trying to sort what users are and aren’t interested in. Providing real value to your audience with a compelling email will get it opened. 

1. Use a clear and concise subject line: Make sure your subject line accurately reflects the content of your email and is concise and to the point. Avoid using all caps, excessive exclamation marks, or overly promotional language (sale, promotion, offer), as these can trigger spam filters.

2. Use a recognizable "From" address: Use an email address that is recognizable and associated with your brand or organization. Avoid using generic or spammy-looking email addresses, as these can also trigger spam filters.

3. Avoid using too many images or links: Emails that are overly designed or contain too many images or links can be flagged as spam. Keep your email simple and focused, and limit the number of images and links you include.

4. Personalize your emails: Use personalization tokens, such as the recipient's name, to make your emails feel more personal and relevant. This can also help increase engagement and reduce the likelihood of your emails being marked as spam.

5. Use a reputable email service provider: Using a reputable email service provider with good deliverability rates can help ensure that your emails are not marked as spam. If you have a website (like jaclahav.com, you can get an email address jac@jaclahav.com. ) We’re told that these types of addresses are less likely to go into spam than a gmail or yahoo account. 

6. Ask for a reply. Many email providers will mark your email as friendly if the recipient has responded to an email at some point. Try and get some engagement, ask people what they think about something.

7. Specifically ask to be put on a safe list: this means requesting that your email address be added to a list of trusted contacts or "whitelist" maintained by the recipient or their email provider. Frankly though, people are so busy that the likelihood people will do this is slim.