What images should I include when following up with customers after a sale?

Include images of pieces the customer looked at but didn’t purchase. If you can track what they viewed on your website beyond what they bought, those are the pieces to include. For example, if someone looked at pieces A, B, and C, then bought piece D, include images of A, B, and C in your follow-up email. You can frame these as ‘some of my bestsellers’ without explicitly saying you know they looked at them - that’s good trade craft. The offline equivalent would be like having a surveillance camera in a physical gallery: you’d see which pieces someone paused at before making their purchase, and you’d know those are pieces worth showing them again.

---

Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2017-12-04