Have you ever said, "Would you like to be on our e-mailing list?"

Wow, haven't times changed... Last year, I penned one of these articles trying to convince you that you need a computer. A couple of months ago, I wrote about how to network multiple computers now that you have more than one! Now you actually want to use the things!

However, if you're like most gallery owners, you really don't get as much value from your computer(s) as you could. It's not enough that a computer can track your inventory, compute you sales tax, generate artist consignments, manage your mailing list, and automatically link your web site with the inventory you have on hand in your gallery (digital pictures and all)...

You need a GOOD reason to spend a little more time with your keyboard - Right?

Consider this - even if YOU don't really do much with the computer - MANY PEOPLE WHO PURCHASE ART DO. And most of these people are probably in your target segment. I saw a note in a trade publication recently that stated that the age group with the highest incidence of web shopping is the 45 - 55 age group (these are the people with TIME AND MONEY)

There's a good chance that close to 90 % of your customers have computers and email addresses. What's more, most are actually MORE likely to read a short email from you than they are to open a beautiful (and expensive) direct mail piece. And if the email message is brief, but includes a link to your web site, you can get a lot more information in their hands - quickly.

There are SO MANY good reasons to develop an e-mailing campaign for your gallery. Here are a few I thought of in the few minutes I spent writing this article.

1. It's cheap. A 5000 piece 1st class mailing costs $1600 (postage) + production. A 5000 piece email costs the same as a one piece email - it's free. And you don't have boxes of left-over mailers after the campaign.
2. It's targeted. Unlike a direct mail piece, where you have to print 1000 pieces or more to have any economies of scale, you can afford to create an email message that you will send to just a few people. I know of at least one gallery management software system that will generate targeted email lists for you based on criteria such as artist name, medium, price, etc. (eh-hum)
3. It's fast. Creating an email takes less time to produce than working on a direct mail piece.
4. It's fast. (didn't I just say that?) Even here in the US (where we have the best postal system in the world) it takes at least a couple of days to send a piece. For email, the message can arrive in minutes.
5. Less is More - The email message can be a few short lines. Then, with a simple link to your web site, it can provide the client with a simple way to get of all the additional information they are looking for.
6. It's trendy. These days, people are even starting to get email on their mobile phones!
7. SAVE THE TREES!

Now, before you start to just wildly broadcast messages to all of your clients, you should consider:

We're talking about Opt-In email. Opt-In is a new industry buzzword that indicates that the customer has chosen to receive email (Opted In). This is not the same as a broadcast email message where you just send an email to every name you can get your hands on. We are primarily interested in people that either told you (at the checkout register, for example) that they wanted to be on you mailing list, or people that you know want the information for other reasons (perhaps they are members of an association, or went to your web site and ASKED to be on your mailing list.) I call this "Narrowcast email." (I don't know if that's an actual word.) You're still sending to a large group, but the group is targeted.

Statistics have indicated that opt-in email campaigns can consistently have response rates of 15% or more. That is HUGE compared to the normal rate of 1.5% for traditional mailings.

Now that I've made that point, consider some other issues relating to EMAIL ETIQUETTE.

Always, Always, Always include a subject for the email. As someone who receives (and deletes) hundreds of email messages, I can tell you that many of the messages without subjects often get trashed without even being opened. Also, when I do keep a message around, I want to be able to scan or search saved messages by subject to quickly locate the entry I'm after.

Sign every message (or make sure your gallery name is in the message.) Just because your email is coming from you@yourgallery.com, doesn't mean someone will automatically know whom it is from. And many (sending) email programs don't show your return address anyway.

Keep the message simple. Plain (not fancy) text. Short and sweet. These days, it is possible to embed hidden links, weird fonts, background colors, etc in your messages. You can be very artistic! However, you generally don't have any idea what program your client will using to VIEW the message. Any strange fonts, or formatting, may make the message unreadable.

If you include a picture, make it small. A thumbnail picture is good, and if they want to see a large picture of the piece you are promoting, let them click on a link to your web site. This lets the email message be read faster and, once they're at your site, maybe they'll see something else they like. (Note: this is for a large group. Obviously, if you are emailing a response to one client's specific request, send them a NICE picture. They're NOT going to steal it!)

No Jokes - Thankfully, the number of jokes that cross my desk is diminishing. Jokes should only be forwarded to family and close friends. I still like the jokes my friends send, but they do clutter up my in box. SOME business contacts may fall into the friends category but in general, jokes that are sent to a large group of people are bound to offend at least one.

Don't send too often. Once a month would be the maximum. Once a quarter is probably sufficient. If you're a pest, the client will want to be taken off your list.

Which raises the final point. Include an easy way for your client to get OFF the email list. A one-click reply should do it! That doesn't mean you should delete their name from your contact list, just don't send them any more email. Sending UNWANTED email messages can hurt your relationship with the customer. And since we're all in a relationship business - that's bad.

Here, in my opinion, is an example of the perfect email. This assumes that you already have established that the clients the message is being sent to have an interest in the artist Bailey Brown.

[NOTE TO SARAH - PLEASE PRINT THE FOLLOWING TEXT IN COURIER FONT]

TO: Our valued client
FROM: info@aaagallery.com
SUBJECT: New Bailey Brown Piece

Hello...

As an owner of a Bailey Brown piece, we thought you would be interested to know that she has just released a new limited edition serigraph entitled

The New Gold Rush [perhaps with thumbnail image]

To view the piece in more detail, please contact us at 1 800 555 1234 or simply click on this link to our web site:

www.aaagallery.com/bailey/goldrush.htm

The original is currently on display at the gallery!

Thank you for your patronage!

AAA GALLERY

To be removed from our mailing list, please click HERE.

[END OF COURIER FONT]

The link to the web site should include a nice image of the piece, links to other pieces by the artist, or similar pieces. Also include all dimensions, the original medium, etc. By this time, you already have the client's interest! And make sure that your web site is easy to navigate. Try to have the email link go DIRECTLY to the web page link for THAT piece.

There will always be times when a posted letter will be better than email (a "Thank You", for example, or when the client just doesn't have an email address) but I'm sure that once you begin to use email effectively, it will form the basis for most of your communication with your clients.

Finally, just like with printed direct mail, there are mailing houses that can assist you with your e-direct mail. Check the Internet and look for "direct mail." You can also now purchase email lists, just like you used to purchase traditional mailing lists.

Good luck with the campaign.