Why is retaining customer data so important for artists?

Retaining customer data is fundamental because it allows you to build a collector list—the retirement fund of your art business. When you sell directly and keep customer information, you can market to them consistently. Over time, a group of repeat buyers emerges from your customer list who become true collectors, purchasing multiple pieces year after year. This collector list becomes increasingly valuable as your business matures, eventually generating a larger percentage of your total sales with less effort.

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