Many emails you send that are improperly written may discredit your professional image or go immediately into the recipient’s trash without being read. When writing to an individual or business, it’s important to take time to plan and formulate your content and avoid the pitfalls. Here are several email mistakes artists make and how to avoid them so you can use email correspondence as a powerful art marketing tool.
Wait! Before you hit the “send” button make sure you avoid these common mistakes:
#1. The wrong subject. Think of your subject line as a major headline in an article. A poorly selected subject, such as: “Look at My Artwork” or “Quick Question” is usually regarded as a save for later or trash email. A better subject choice would be: “Follow Up After Our Meeting”. Worse yet is choosing a subject that resembles those that are sent by spammers and phishing attackers.
#2: Misspelling the name of the recipient and improper greeting. This is a sign of laziness and a lack of respect. Every time I receive an email directed to Renne or Rene it immediately informs me that this person ignores important details.
And, unless you have a long-held personal relationship with the recipient always use proper greetings, such as “Dear Renee”. or “Dear Ms Phillips”, or “Greetings Renee Phillips”, Avoid using such salutations as “Hey Renee” or “Got a Minute?”. Also, failing to use the person’s name shows a lack of professional courtesy.
#3. Writing rambling emails. Sharing too much information in your introductory email is an absolute failure. Get to the point in a concise manner or you will turn off busy people who can help you. Read the email several times, consider how your message will come across to the recipient, and edit the excess. A solid email should have only one or two important points.
#4: Ignoring poor grammar and spelling. This is inexcusable when in our modern day we have spell check, Grammarly, Google Translate and other online resources. If you unsure of your writing abilities get a good writer or professional to help you.
#5: Sending batch emails. Sending BCC emails to several recipients at a time will create many disinterested recipients. It also shows a lack of research, knowledge and neglect of common courtesy. Similarly, sending “to whom it may concern” shows you haven’t done your homework. If sending in bulk, use a professional email service like icontact.com.
#6.Using an unprofessional email address. Avoid using an AOL or HOTMAIL email address — or worse yet — your spouse’s email address. A professional artist can be easily identified by their email address which is tied to their website address — such as nancy@nancy-smith-art.com.
#7: Appearing as self-serving. Avoid writing several sentences (including the subject line) beginning with “My” or “I”. Avoid bragging about your accomplishments. No one I know wants to work with an an artist who is self-absorbed.
Instead, shift the focus on the recipient and what you admire and respect about them.
#8:Sending unsolicited attachments. An artist who sends an email with attachments may be surprised to learn this is inappropriate. Unless a gallery or curator announced clearly they want artists to send JPEGs or other files, don’t do it. In the email let them know you’d be happy to send them if they wish to receive them. In the meantime, a link to your website will suffice.
#9: Not adding a link to your website. Asking the recipient to view your art without a link to your website is like asking them to visit you without giving them your address. It’s not enough to say, “You’ll find me on Saatchi” or “Scroll down on my Facebook page to see some of my artwork”. This is rude and trash-worthy. Give them direct links.
#10: Mistaking the identity. Don’t waste your time sending emails to the wrong people. Acquire knowledge about the recipient before writing to avoid misunderstandings about their professional roles and activities. Whether they are a gallery owner, art consultant, curator, writer or career coach, you want to focus the email accordingly and appropriately.
#11. Asking too many questions. Your initial query should be to establish a rapport. Asking unnecessary questions that can be found with some quick research, not only wastes the person’s time, it shows that you aren’t thorough. Don’t ask them to consider your work without checking the website first for their submission policy which is often provided on their “contact” page.
#12. Eliminating important information. Don’t be in a hurry to send the email that you forget to supply information that is important to them. What will help them make a decision whether to respond to you? For instance, if you have been referred by a mutual friend or you have recently received an important award. Provide relevant content that offers value to them and encourages action.
13. Making detailed excuses. Don’t make the mistake of writing an email that contains excuses for your poorly designed website, inferior photographs, poorly written artist’s biography or artist’s statement, etc. It’s best to wait until you are proud to share your online presentation and credentials.
#14: Stuffing the signature. In the closing area of your email after your name, avoid adding quotes, a list of your social media links and images. These all take up a space on the recipient’s screen which can be annoying and confusing. Furthermore, all of this bloat may cause your email to be blocked by their system. In this area, it’s best to exercise restraint.
In conclusion: When you write your email, place yourself in the position of the recipient. Consider their needs. Share something of interest and value. And, show respect and appreciation for their time and attention. You’ll get much better results if you follow those steps and avoid mistakes.
Thank you Renee for your valuable information, excellent guidelines we all need it .
Excellent information that we need to follow.
Thank you, Renee, for your ongoing support of artists.