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. Great video!

    I send out one email a month (more frequent during the Holidays) and yes, see unsubscribes – but also shares and added subscribers.

    Yes, it’s painful to see unsubscribes, but after stewing about it over the years, I’ve finally adopted the attitude that the unsubscribes are no longer my ideal audience, so it’s good for them (and for me) to move on.

    And… I’ve stopped looking at the unsubscribes and instead focus on the folks who are engaged!

  2. I started sending out my email/newsletter regularly, once a month, about 18 months ago. I don’t do a lot of direct selling, but do communicate about what artwork I am working on, shows and exhibits I am in, and general interest art themes that I think my readers would enjoy reading.

    My address list is building very slowly, but I do have a good open rate with my subscribers. A few interested people are really appreciated over a large disinterested audience.

    The thing I have found that has been most beneficial to me is that the newsletter deadline for publication that I have imposed on myself has helped me with productivity. I do look at what I am working on and what can be pushed to finish with that deadline in mind. When finished work is not available to share, I find that my readers enjoy seeing works in progress and my thought processes about the direction that each work takes and what inspires the work. I keep it short, considering that a lot of folks are reading on cellphones.

    Thank you for your insights on frequency, Jason. It’s something to think about.

  3. Thanks for the reminder that unsubscribes aren’t the end of the world, but rather strengthen the list overall. I have used the “only when we have an event to publicize” approach. But if there is good content, well written, with good visuals, I think we’ll overcome the unsubscribes.

  4. I do send out a monthly newsletter and have sold 2 small paintings in this way. I am new at this and feel honored to have a subscriber list of folks interested in me talking about my work. It helps me grow as well.

  5. Hi. I have not sent out an email newsletter. I used to have a weekly blog on my website, but it has become less frequent. I do have a list of previous purchasers, but I suppose I have always hesitated to send out a regular newsletter. I do have a Facebook, Instagram and Tiktok presence as well as my website.
    I will be rethinking this concept and may start sending a monthly newsletter.

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