I’m on the mailing list with a lot of art galleries all over the world for their newsletters. To my surprise, the majority say the same thing and even look the same. After a while it can be difficult to remember exactly which gallery I saw something that I might want to take a closer look at.
Today, I received this newsletter (see below) from Kendall Art Advisory. It stood out to me for a few reasons. The subject of the email, “Art News You Can Use”, peaked my interest immediately. First the tone of the content was different from what normally appears in my inbox. Right up front they were sharing information that was genuinely interesting to a collector trying to educate themselves. There were three items that didn’t have anything to do with them selling art. The first was a link to a new art market report. Second was a link to important museum exhibitions that I might want check out and lastly a link to a gallery blog post. Their teaser to the blog post kind of amused me and made me curious enough to click. The post itself was equally entertaining.
Further down in the newsletter, the gallery points out that they have works of art available that are extremely affordable. I was familiar with the high-end pieces from important artists throughout history already. The fact that a price range was included in the email that even I could afford gave me permission to look further. There is also a featured work available in the gallery shown with the header “What am I looking at? It feels like a personal recommendation, as the owner says it is hanging in his living room at the moment.
The helpful and friendly tone of this newsletter was refreshing. I believe this kind of messaging will go a long way in attracting people that are new to collecting art or might feel intimidated working with an art advisor. There were so many elements of this newsletter that they got right. In sharing this with you, I hope it will inspire you when you sit down to put your next gallery newsletter together for your prospects.