How often should I be sending emails, especially heading into Q4?

You need to increase your email frequency, and almost every artist sends far less than they should. Everyone’s inbox is so full that the likelihood of your emails being seen is lower than ever, which actually gives you permission to send more. If you’ve never sent emails, start sending monthly. If you’re sending monthly, move to weekly. If you’re sending weekly, go to twice a week. If you’re sending twice a week, increase to five days a week. To put this in perspective, highly successful artists and photographers send email every single day, sometimes even twice a day. None of your current email volume will bother anybody—you’re not sending enough. You need to start increasing frequency now (before the actual sales in October and November) to build up effective frequency, which is the number of times people need to be exposed to your work before they’re ready to buy. Don’t worry about spam or unsubscribe rates; they don’t matter as much as you think. This time of year, you can and should up your frequency.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2025-10-03