Video | Artists & Galleries: You Aren’t Sending Your Newsletter to Clients Frequently Enough | Ask a Gallery Owner

An e-newsletter can be a great tool to build relationships with clients and to increase your sales, but only if you send it out regularly.

Leave Your Comments and Questions Below!

Do you send out a regular e-newsletter? Have you seen positive results from it? What questions do you have about newsletters, or other aspects of the art business? Leave your comments and questions below!

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.


  1. I am co-owner of a gallery in Alabama. We send newsletters mostly for special events because we seem to get requests to be removed from our mailing list if we send too frequently. How often do you think newsletters shoul be sent?

    1. We send out our newsletter weekly. As I said, if people ask to be removed, they are doing you a favor by narrowing your list down to those who are most interested and most likely to buy.

  2. Thanks for covering this topic Jason. I’m new to the e-newsletter tool, just started sending out a monthly newsletter in March when my studio was closed to the public. My initial take is: 1) less is more when it comes to text 2) It’s actually not that difficult to come up with content: a paragraph or two, maybe (as you suggested) tie into some art history, include a few in progress photos in addition to finals 3) Personalize it in a professional manner so people get to know a little more about you. 4) Be patient and don’t give up when it hasn’t led to an immediate sale. I’m currently maintaining a 50+% open rate which I think is pretty good and so far no one has unsubscribed. One question: what do you think about adding gallery owners/directors to an email list even if they have not expressly requested to be included? An artist friend of mine did that and ended up getting picked up by a gallery and a couple of art consultants.

    1. Great summary and suggestions. 50% open is great, but I would pay more attention to clicks than opens.

      You want to be a little careful about adding people who haven’t requested to be added to your list – the problem comes if you start getting tagged as spam. With that said, a personal email targeted at gallery owners could be effective, and you could basically copy your newsletter content into that personal email.

  3. Thanks you for the encouragement and guidance. I just started experimenting with e-mail news letter to send out an announcement about a show opening and am contemplating a follow up reminder containing a short essay about the subject of one of the more controversial works., a sculpture of a pig in a suit resembling Trump. The title of the piece is Napoleon the Pig from Animal Farm.

  4. I usually send out a newsletter every other week with an image or two of my recent work and a Back Story about the piece. I get immediate responses from many of my subscribers. I have not check the analytics lately so I can’t tell you those details. But I am comfortable about enewsletters and think they are helping me spread the word about my work.

  5. I’m in the process of pivoting my art business to a different focus. For seven years I ran a silk painting party business, first out of my home, then as a mobile unit. We gathered about 2500 newsletter sign-ups over that time. (If you’re curious you can see the website at

    We’ve closed Paint A Scarf, but I’m now open for animal and wildlife art, including pet portraits.

    My question: what’s the best way to help as many of those original subscribers move over to my new website/newsletter sign-up list?

  6. I’ve used an E-Newsletter for several years and have had lots of success. One thing I know I need to work on is consistency. I may go a couple of months without sending anything out. I have worked on my email lest just by having people sign my book in the gallery and giving their email address knowing that I will send emails occasionally. I have sold paintings from these emails.
    I want to share something that happened from an email that I had not expected. I wrote a short email about how art can be good for you–physically and emotionally–both viewing art and creating art. One of our local TV stations contacted me for a virtual interview and from the email and interview, I got 2 new students for my on-going weekly class and lots of feedback from comments on facebook and other social media.
    I am setting a goal to be consistent with my emails. They are automatically posted on Facebook and Linkedin–I appreciate your podcast–it encouraged me to get that newsletter written and out!

  7. I have been sending quarterly emails to my list of over 500 subscribers, because I know I hate getting too many emails from companies who are always trying to sell me something. However, my attitude has recently changed! I am going to begin with twice monthly emails, and focusing on making the content interesting. There is a lot of great info on the web if stuck for a topic, and I can talk about that stuff. My clients love to get the inside scoop on the life of a professional artist, and sales come from connections. If I have short newsy chats that they would be interested in (ie: a recent plein air competition where the wind took my painting and easel into the ditch!), and am not trying to sell them something, then when I do have an exhibition, they may very well come. Hint: make sure to use their first names in your letter. It is an easy thing to set that up in your email template, and people really think you are writing only to them!
    Thanks for the video format of this edition!

  8. This is an extremely useful and truthful podcast!!! Thank you Jason, and thank you to the artists commenting. In looking back over the fine art print work sold by by husband I can see the spikes of print orders coming after newsletter type communications. This is a key tool to make and maintain communication with actual, interestED individuals, and attract more guests to the conversations and the work.

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