Don't Shrink Your Mailing List Just Yet

David Castle, Elementals, Candied Trees. Watercolor on paper mounted on canvas, 22 x 30 inches. Private collection. (c) The Artist

Everyone wants to know the answer to this question. How long should someone remain on your mailing list? Or, more to the point, why should you keep someone on your mailing list after five years if you never hear from them and they never bought anything from you?

Here’s why.

During a visit to artist David Castle’s studio, he shared with me this story. A certain couple had been on his mailing list for five years, and he was seriously considering dropping them. After all, he had neither seen nor heard from them in five years. Then, out of the blue, David got a phone call. They were going

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Tweak Your Email Habits

Connie Lippert, Order (Cocochineal Series). Wool hand-dyed with natural dyes, linen, 24 x 24 inches. © The Artist

It’s probably the marketing tool you use most. So much so, in fact, that you do it without even thinking. You dash off an email. You quickly hit Reply. Or you blast your list at the last minute before an exhibit opening.

Wait! Stop! Think! Are you communicating in a way that shows you in your best possible light? Or are you messing with a good opportunity? I ask only because, well, because I get a lot of email from artists. And I have to say, only about half of the messages I receive are done right. The rest are sloppy, inconsiderate, or lazy and are a waste of my time and everyone else

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