Last week The Wall Street Journal ran an article titled Firms Hold Fast to Snail Mail Marketing. In a nutshell, businesses are finding that 1) email gets lost or is quickly deleted and 2) their customers miss some of the mail they used to receive regularly in their mailboxes.
When I advise artists not to give up on regular mail, the response is often, “But what would I send?!” Here are five ideas.
1. Note Cards with Your Images on Them
Of course you send loads of Thank You notes, but you also want to send It Was Nice to Meet You notes, Happy Birthday notes, Thinking of You notes, and more. You need note cards with pictures of your art on them. Cards picked up at the stationery store won’t have the same impact when you want to keep your art in front of people.
2. Postcards Featuring Your Art
Postcards are relatively inexpensive. Large quantities of 4-color postcards are cheaper to print and mail than folded invitations or announcements. And let’s not forget another great reason to use postcards: they don’t have to be opened! A full-color image of your art on the front of a postcard can capture the interest and eye of the recipient by standing out in a stack of mail.
3. Articles Highlighting an Accomplishment
Were you acknowledged for an achievement? Was your art featured in a newspaper or magazine article? Make a bunch of copies and send them to your best collectors and prospects. Add a handwritten note on one of the cards with your art on it.
4. Articles of Interest to the Recipient
If you have good relationships with your buyers and collectors, you are familiar with their interests. When you come across something that makes you think of them, copy it or cut it out and put it in the mail with a This Made Me Think of You note (that includes an image of your art!) on top of it. There are a lot more ideas like this in the Cultivate Collectors class beginning on February 3.
5. Catalogs, Flyers, or Brochures
If you’re promoting a new body of work, a new project, new idea, or sale, spell it out in a mailer. When done properly, these aren’t inexpensive, but you don’t need to send them to your entire list. Send these to a select group of top prospects.
FINAL WORD: Use your postal system! Sending stuff in the regular mail will help you stand out. You’ll be diversifying your delivery and content while keeping your name in front of people. Get lots of ideas for staying in touch with people in the Cultivate Collectors class. The fun begins February 3!
The podcast is an audio version of the above article.