Collector Outreach 

Emailing, Texting, and Direct Messaging Past Collectors Before the Fair

Pre-Show Art Sales Advice

By Mark Shapiro | The Art Fair Advantage

One of the easiest and most overlooked ways to improve your art fair results has nothing to do with your booth.

It has to do with your phone.

I am always surprised by how many artists spend thousands of dollars preparing artwork, framing, shipping, and travel, and then forget to contact the people who already know and like their work.

If someone purchased from you once, visited your booth previously, followed your journey, or expressed interest in your work, that person should hear from you before the fair opens.

Start With the People Who Already Said Yes

You do not need a giant collector list.

Start with:

Past buyers
Previous booth visitors
Interior designers
Gallery contacts
Instagram followers who engage regularly
Friends of collectors
Email subscribers
Collectors who asked for pricing but did not purchase

You are not asking for a sale.

You are extending an invitation.

That is an important difference.

What Should You Send?

Keep it personal.

Not promotional.

Email works well for longer updates.

Text messages work well for close collectors.

Direct messages work well for warm social media relationships.

Your message should include:

Event name
Dates
Booth number
One or two preview images
A short reason they may enjoy visiting
Your complimentary guest pass link, if available

Many professional art fairs provide exhibitors with digital invitations, guest passes, or collector ticket links to help drive attendance and encourage exhibitors to invite their audience in advance.

Use them.

Your collectors appreciate feeling like invited guests.

Do Not Send One Giant Blast

I prefer smaller, more personal outreach.

For example:

A collector who bought abstract work should receive a preview of related new pieces.
A collector who purchased photography should see work connected to that interest.
A designer may want to know about scale, availability, framing, and delivery.
A previous booth visitor may simply need a warm reminder that you will be exhibiting again.

Personal communication almost always performs better than mass promotion.

Timing Matters

Here is a simple schedule I recommend:

30 days before the fair: Send a save-the-date message.

14 days before the fair: Share a preview of selected artwork.

7 days before the fair: Send complimentary admission information, if available.

Opening week: Send a reminder with your booth number and one strong image.

During the fair: Share updates if something sells, new work is installed, or an important moment happens in the booth.

This keeps your communication helpful without overwhelming people.

Keep the Message Consistent

I like to see consistency and a theme that may resonate with viewers and collectors.

Your invitation should feel connected to your booth.

Your booth should feel connected to your artwork.

Your artwork should feel connected to your website and social media.

Collectors enjoy feeling connected to the process. They like being included. They like seeing the work before it reaches the wall.

My Final Thought

Do not wait for strangers.

Invite your community.

Collectors who already know you are often your warmest audience.

Give them a reason to visit. Make them feel welcome. Keep the tone personal and professional.

A free pass can open the door.

Your story helps close the sale.

See you on the show floor.

— Mark Shapiro
The Art Fair Advantage