In my recent post, I delved into the essential role of email newsletters in the art world, emphasizing the importance of crafting engaging content. (You can read that post here: Building on this, I want to share some proven strategies that have been successful in growing our gallery’s email list. These strategies are not just effective for galleries; they can be incredibly beneficial for artists seeking to expand their own subscriber bases. An email list is more than a collection of names; it’s a crucial tool for building deeper connections with art enthusiasts and collectors. In this post, I’ll explore practical and creative approaches that can help artists effectively grow their email subscriber lists, drawing from the successes we’ve experienced at our gallery.

Where to Find Subscribers

  • Leverage Social Media Platforms:
    • Utilize your existing social media presence to promote your newsletter.
    • Share snippets or previews of your newsletter content on platforms like Instagram, Facebook, and Twitter.
    • Include a call-to-action (CTA) in your social media posts, directing followers to sign up for your newsletter.
  • Offer Exclusive Content:
    • Provide exclusive content that is only available to your email subscribers, such as behind-the-scenes looks, early access to new collections, or special discounts.
    • Advertise these exclusives on your website and social media to entice sign-ups.
  • Engage at Art Shows and Exhibitions:
    • Set up a sign-up sheet or a digital kiosk at your exhibitions where visitors can easily join your email list.
    • Offer a small token of appreciation, like a postcard of your art, to those who sign up.
  • Collaborate with Other Artists or Galleries:
    • Partner with fellow artists or galleries for joint newsletters or features.
    • Cross-promotion can help you tap into a new audience who share similar interests.
  • Utilize Your Website Effectively:
    • Ensure your website has a visible and easily accessible sign-up form.
    • Consider pop-up forms that appear after a visitor has spent a certain amount of time on your site.
  • Host Online Webinars or Workshops:
    • Conduct webinars or online workshops related to your art.
    • Require email registration to attend, thus growing your list with engaged individuals.
  • Email List Sign-Up at Point of Sale:
    • When selling artwork, whether online or in-person, include an option for buyers to join your email list.
    • Highlight the benefits they’ll receive by subscribing.
  • Content Quality and Consistency:
    • Maintain the quality and consistency of your newsletters.
    • Regular, compelling content keeps subscribers engaged and encourages them to share your newsletter with others.

How to Solicit Email Sign-ups

Effective communication plays a key role in encouraging people to join your email list. The language you use should be inviting, clear, and reflective of your unique voice as an artist. Below are examples of how you might phrase your invitations in different scenarios:

  1. Social Media Post:
    • “Are you a fan of [Art Style/Genre]? Join my exclusive email list for a deeper dive into my creative process and early access to my latest works. Click the link in my bio to sign up and be part of my art journey!”
  2. At Art Exhibitions:
    • “Enjoyed my artwork? I’d love to keep you updated on my upcoming projects and shows. Please consider signing up for my newsletter at the front desk. As a thank you, you’ll receive a free digital print of my latest piece!”
  3. Website Pop-Up Form:
    • “Welcome to my art world! Don’t miss out on exclusive updates and special offers. Join my email list and let’s explore the beauty of art together. Sign up now and get a 10% discount on your first purchase!”
  4. During Online Webinars/Workshops:
    • “Thank you for joining today’s session! If you found this workshop insightful and wish to delve deeper into the world of art, sign up for my newsletter. It’s where I share my latest insights, tips, and much more. Stay connected and inspired!”
  5. In Email Signatures:
    • “P.S. If you’re not already on my email list, you’re missing out on some exciting art updates and exclusive content! Join my community of art enthusiasts by signing up here [insert link]. Let’s make the world a more colorful place together!”
  6. Collaborations with Other Artists or Arts Organizations:
    • “Excited about our joint venture with [Other Artist/Organization]? Get all the insider details and exclusive features by joining our email list. Sign up now and be the first to know about our collaborative creations and events!”
  7. Point of Sale (Online or In-Person):
    • “Thank you for your support! To keep this artistic journey thriving, I invite you to join my email list. Stay updated on my latest collections and enjoy special subscriber-only offers. Sign up here and let’s continue this beautiful art adventure together.”

By using these examples as a starting point, you can create personalized invitations that resonate with your audience. Remember, the goal is to make potential subscribers feel excited and valued, turning their interest in your art into a lasting connection.


Expanding your email subscriber list is an ever-evolving journey. By putting these strategies into practice, artists can do more than just boost their subscriber numbers; they can foster a community of engaged enthusiasts who truly value and support their art. Each subscriber represents a potential collector, collaborator, or advocate for your artistic endeavors. It’s important to remain authentic in your efforts; this authenticity is what will naturally draw people to your work and help your email list flourish in a way that truly reflects your unique artistic voice.

I’m eager to hear about your own experiences in this realm. Feel free to share your triumphs and hurdles in growing your email list in the comments section. Let’s use these shared stories to further enrich and inspire our vibrant artistic community.

About the Author: Jason Horejs

Jason Horejs is the Owner of Xanadu Gallery, author of best selling books "Starving" to Successful & How to Sell Art , publisher of, and founder of the Art Business Academy. Jason has helped thousands of artists prepare themselves to more effectively market their work, build relationships with galleries and collectors, and turn their artistic passion into a viable business.

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