Let’s talk about mailing lists. These are gold. Everyone on your list is a potential customer—maybe not today, maybe not tomorrow, but someday. Some people just need two weeks to pull the money together. Others? They need two years to get their lives together. Either way, they’re not lost—they’re orbiting you. And that matters.
In business, we talk about something called “conversion rate”—the number of people who see your work versus the number who buy. Website clicks from Google might give you exposure, but not every click turns into cash. Still, that traffic means you’re in their field of vision. And your email list? That’s the next level. These are people already tuned in. Maybe they’ve bought from you before. Maybe they’re about to join your little art cult. Either way, you want more of them. Because every time you send out a marketing email, even a simple reminder that you exist, you’re planting seeds. And some of those bloom into real sales.
Now me, personally—I don’t do discounts. I don’t want to train people to wait for the next deal. I’m not running a clearance aisle, I’m making art. Instead, I just remind people I’m still here, still creating. Other artists run promos, sales, bundle deals, “buy two, get one free,” or “free custom with a $5,000 order” kind of incentives. That’s their model. And to be honest? That works too. It’s not about right or wrong—it’s just about choosing the model that fits you best. But whatever your model is, you need a way to communicate it. That’s what marketing is. It’s not just ads and promotions—it’s your way of staying connected with the people who already care.
Yes, put your stuff online. Yes, go to markets. Yes, get your work into stores. Run ads if you want. But also—also—you need to be collecting emails. At markets. On your website footer. When people check out. When they say, “I love your stuff, but I’m not ready right now.” That list? That’s your community. That’s your garden. Water it.