It's an easy way to reintroduce yourself by gifting an image of your work unexpectedly to a recipient who will most likely smile when they see it.
I know this works because I can recall the name of every artist who sent me mail in the past year (there haven't been that many). I expect to receive a postcard from Colorado watercolor artist Steve Griggs (a FASO artist) every few months. He and his wife and business partner Sue take direct mail marketing seriously, sending a handwritten note on each one.
Even though I haven't spoken with either of them in a while, this personal touch makes me feel that our relationship is alive and current.
Your own art marketing plan should include a variety of ways to get in front of your chosen audience that work independently yet complement each other. Social media, press releases, advertising, email marketing, and your artist website are some of them.
Could sending postcards or other mail act as another channel to reach part of your list? If a single sale or contract is worth a considerable sum, even a small response to your efforts could pull an important client, collector, gallery or contact into your network and help you reach your goals.
Every day in my email inbox I get a message from the USPS, showing me images of the mail I will receive that day (this is a free service). When an artist postcard is coming in, I see it online and I get it in my mailbox, which exposes me to it twice.
When the rest of the envelopes contain bills or ads, that piece of art is motivation to get out of my office and stretch my legs by taking a walk to the mailbox. It builds the same excitement we all used to experience when hearing "You've got mail".
Regards,
