What percentage of sales should ideally come from my collector list?

Ideally, you’re constantly growing the percentage of total sales that come from your collector list. For example, if you release a new series with 10 pieces, maybe initially only 10% (1 piece) sells to collectors because your list is small. A year later with consistent marketing, maybe 20% (2 pieces) sell to collectors before the public launch. In a perfect world, you’re striving toward having 100% of your sales go to collectors, where you simply create work, let them know about it, and they purchase it. As your business matures, this percentage should steadily increase, dramatically reducing your marketing burden.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2021-04-13