I’ve handed out hundreds of cards (especially at the Toronto International Art Fair 2009) asking to be put on an email list and so far I am maybe getting about a dozen galleries sending news in my inbox.
That is not a very impressive ratio so far. Especially considering I spent three days at the sprawling contemporary visual art festival introducing myself and shaking hands. There are few who informed me they do not send out emails regularly, if at all due to a representing a small cadre of artists with no actual physical gallery space (seems like email should be more important in this circumstance!.
Others are still only using paper mail for their lists – hey, even though I have made a choice to try to be as paper-free as possible I have to admit I love paper art invites and publications. However, this is simply no excuse to exclude a huge segment of the art demographic.
Art is getting very, very hot in social media and the online community – young professionals are collecting work more than I have seen in the last decade, and they connect online for information and events. Affordable prints (and perhaps more importantly browse-able works) on websites like Circuit Gallery or 20×200 ensure these art dealers are future-ready and not slowly diminishing into obscurity.
Where is the art love?
Listed below are the TIAF galleries that email me art news and because of this end up regularly mentioned on websites and blogs – including mine. (sign me up! firstname.lastname@example.org)
Outstanding Email Communications:
Mike Weiss Gallery (simply one of the best gallery marketing emails in my inbox – images, and a link back to relevant content to the press release)
Galerie Orange (with social media links right there in the email – right on)
Park Walk Gallery (from England – a personal email to thank me for my email and including a reference to meeting me at TIAF. Now that’s a superb confirmation / introduction email! )
Median Contemporary (Rui emails about once a month with varied and relevant art happenings. His gallery also seems to be one of the handful that are not totally dependent on a third party service for sending out (and hosting) any and all news)
Pierre-François Ouellette art contemporain (BTW if you do a consistent, professional translation of your content to french then generally you can count on a traffic increase of about 20% Though generally it seems our relevant online demographic cares less about language and just wants the image, name, location and links. )
David Kaye Gallery (great print / digital branding templates)
Ingram Gallery (excellent email content and lay out i.e. “on the wall at ingram right now” – whoever is doing communications at Ingram really gets this whole intertubes email marketing thing)