After collecting email addresses at an art show, what should I do next?

This is the critical step that most artists skip, but it’s the best part of the technique. First, pick one winner from all the entries—let’s say you collected 100 emails. Email that winner to congratulate them and arrange delivery of their prize. Then, and this is crucial, email the other 99 people. Thank them for entering, share who won (you can include an image), and then offer them a special one-time discount on your art as a thank you for participating. Make this discount expire in 24-72 hours (48 hours is a sweet spot) to create urgency. This group represents warm to hot traffic—people who’ve shown interest in your art and are expecting to hear from you. They’ll open that email to see if they won, giving you an excellent opportunity to convert them into buyers.

---

Asked by an artist after collecting emails · Answered by Patrick Shanahan · art-marketing-podcast · 2017-03-27