Comments on: Offering something of value that encourages mailing list sign-ups

By: liza

liza — Sun, 03 Feb 2008 14:30:03 +0000

I’ve just begun to print magnets with an image on them as a small gift to include in thank you notes.They’re light, thin and fit easily into an envelope. But I rarely receive no for an answer when I ask if people would like to be on a mailing list. As a general rule I ask as I am writing up a sale, so I’m usually only bothering with clients who have already made a commitment to my work. However if I get into a conversation with someone at the gallery or at a show who seems very, very interested but just not ready to commit at that point in time I usually ask if they’d like to be on the list, and hand them a business card too.

By: Mary Richmond

Mary Richmond — Wed, 30 Jan 2008 12:39:13 +0000

I think Mark’s idea of a lead card is excellent. I had a shop so having a mailing list book out worked for me in that context. I agree you can get a lot of useless addresses and over the years I have learned to just ask what I think are truly potential buyers or students to sign my book. After they leave I add notes (what they bought, what they said they were most interested in, whether they are summer folk, etc.) For those showing in more upscale venues I like the idea of a lead card a lot–great info, Mark! Thanks!

By: Marie Fox

Marie Fox — Tue, 29 Jan 2008 23:32:43 +0000

Great idea, Alyson! I’d love to offer visitors an ecard using my art. How do I create one? Is there a widget available? Marie

By: Debra Cortese

Debra Cortese — Tue, 29 Jan 2008 14:53:23 +0000

New subscribers to my list get an immediate link, via autoresponder, to a digital version of my annual art calendar. My name/website info is printed on every month there’s an extra, digital version-only page with special pricing on cards or prints. A member’s only benefit. My subscribe page: http://www.debracortese.com/Subscribe3.html just in case you would like a digital calendar – printable from your home computer with my compliments.

By: Mark Levin

Mark Levin — Tue, 29 Jan 2008 13:41:53 +0000

I don’t believe in having an address book out at a show. It is one of the most costly and amateurish mistakes you can make as an artist or gallery. I use lead cards that I keep on my person. I do keep a couple out on a cabinet in case I’m busy with another person. The problem with an address book is that you know nothing about the person signing the book. I would guess that 99% of the people who sign these books aren’t potential buyers, but yet you’ll start mailing postcards and other things to them which gets very expensive. Galleries are the worst at this. They spend thousands of dollars a years sending info to people who have no intention of buying anything, but they did sign that address book. If they would use a lead card, the employees would actually have to interact with the buyer instead of just saying, “Hello, how are you?” My lead card is 4” x 6” and by the time I or they fill it out, rarely do they refuse, I will know where they live, if they own more than one house, own a jet, profession, married, single, etc. I will have ALL their phone numbers qualified so know which one they actually pickup and not the gatekeepers. After they leave, on the back of the card I make profuse notes; personality type, communication style, gatekeeper’s name, any info I can use to write a personalize letter to them which every person gets that does a lead card. By the end of a three day show, I may only have 18 to 24 lead cards, but they are all rock solid. I transfer all this info to my database program so when we talk I have this info in front of me so I can ask about the vacation or grandkid story they told me. Interesting note: I find that by just handing the card to the person, they’ll fill out every line of the card, but when I ask and fill it out, they can sometimes pull back a little. So just hand it to them. I have pens with my name on them and I let them keep them. There’s a certain finesse in using these and asking the probing and qualifying questions, but it’s worth learning. I will gladly email anyone a copy of the lead card in jpg format. Mark S. Levin http://www.marklevin.com markslevin@yahoo.com

By: Mary Richmond

Mary Richmond — Tue, 29 Jan 2008 10:45:09 +0000

I found if I just left a sign up sheet or notebook around very few people signed up but if I asked them to sign up and told them what I did, such as send out quarterly newsletters, postcards announcing special shows or workshops, etc., that I got quite a few sign ups. I generally asked only people who were buying or who seemed really interested. This keeps your mailing list a quality list, not just a lot of names. I’ve also learned it pays to keep people on the list for a while, even if you don’t hear from them right away. One woman I hadn’t heard from in a few years had emailed me at one point to say that although she hadn’t showed up at any shows, etc. that she loved to get my information and that one of these days she would come. This winter she came to a show I had and bought a significant amount of work. It was well worth keeping her on my list for the few years it took her to reappear!

By: Joe

Joe — Tue, 29 Jan 2008 00:34:24 +0000

I don’t offer any incentives for signing up, but I do make it clear what they are signing up for. All of my past newsletters are online so people can see what I’d be sending them and how often: http://www.joekaz.com/newsletters/

By: Casey Klahn

Casey Klahn — Mon, 28 Jan 2008 20:35:55 +0000

Recently, I offered my new postcard, and 4 of my recent postcards all in one mailing if my blog readers wished in return for their snail mail info. I let them know up front that it was for my mailing list, and I id add a number of addresses including some overseas ones.

By: Michael L Adams

Michael L Adams — Mon, 28 Jan 2008 19:09:21 +0000

I am an emerging artist just starting out in the “free stuff” arena. As a giveaway for signing up to a monthly newsletter, I have created a pdf mini-poster that can be printed and framed in an 8×10 frame. It has my name, signature, Web address, phone number, and copyright statement on it, of course. It also has a statement that encourages people to freely distribute the poster. Since I do not have a mailing list for my newsletter yet, I will announce the giveaway by sending emails to family, friends, and anyone who has given me their email address at gallery shows. I will also be writing a press release and posting it through one of the paid press release services. I am considering running a Google ad, but that can get pricey. If anyone have suggestions on how to get the word out beyond that, I am all ears. I will keep you posted on how it goes.

By: Kathy Ostman-Magnusen

Kathy Ostman-Magnusen — Mon, 28 Jan 2008 18:00:16 +0000

I offer a free gifts for signing up for my newsletter that goes out every 30 days. My gifts include,a PDF of coloring pages and a letter from the tooth fairy (ya never know when you are gonna need that!). I add gifts in PDF’s periodically in my newsletters as well. Aloha, Kathy