3 Follow-Up Emails to Send After a Show (That Aren't a Newsletter)

artisanadvantage
Jun 29
4 min read

Updated: Jul 14

Turn new contacts into collectors, opportunities, and long-term fans

You just packed up your booth, the show is over, and all you want to do is collapse. Post-show fatigue is real. But let's wait a little more before we consider it a wrap. The few days after a show are a golden window of opportunity.

While some artists are recovering (and skipping this important step), you can stand out by sending a few thoughtful follow-up emails. These don't need to be long, complicated, or salesy. They just need to be timely, authentic, and strategic to help you nurture those fresh connections.

These aren't newsletter blasts but rather personal, one-to-one emails written with a human touch. Whether it's a collector, a new contact, or a curator, you're simply continuing the conversation in a way that feels genuine and generous.

Here are three types of emails you can send after the show.

Email #1: The Collector Thank-You

This email is perhaps the most important one you'll send. These are the people who believed in your work enough to bring it home.

Who it's for: People who bought your art (originals or prints).

When to send: Within 3–5 days after the show.

What to say:

Thank them personally for supporting your art. Make it clear you appreciate their trust and investment.
If possible, mention the specific piece they purchased, showing you remember them and their choice.
Let them know what's next for you - maybe an upcoming show, or a new series you're working on, or invite them to sign up for your newsletter for future updates.
Invite them to send a photo if they display your art in their home, or encourage them to tag you on Instagram. It helps build community and gives you user-generated content.
Optional Call To Action: "If you ever need a unique gift, a companion piece, or have a friend who might love my work, I'd love to help them find something special."

Email #2: The New Contact / Warm Lead

These are the people who lingered, asked questions, or signed up for your list. They're interested, but they haven't made a purchase yet. Your goal is to keep the conversation going and move them closer to becoming a collector.

Who it's for: Anyone who signed up for your email list, asked insightful questions or spent significant time at your booth.

When to send: Within 1 week of the show.

What to say:

Mention the show by name and thank them for stopping by your booth.
Personalize it. Did they ask about a specific technique? "You asked about my technique..." or "I remember we talked about the inspiration behind my landscape series..." showing you were listening.
Include a direct link to your website or featured artwork. Make it easy for them to explore your work in more detail.
Invite them to join your email list if they aren't already on it. Remind them of the value they'll receive (e.g., studio updates, new work alerts, exclusive offers).
Optional Call To Action: "I typically send updates 1–2 times a month, sharing new work, behind-the-scenes glimpses, and upcoming events. Here's what you can expect..."

Email #3: The Gallery or Organizer Follow-Up

These are your professional connections – the people who made the show happen. Nurturing these relationships can lead to future exhibition opportunities and collaborations.

Who it's for: Curators, show organizers, venue managers, or collaborators you worked with.

When to send: Within 5–7 days of the show.

What to say:

Thank them for the opportunity to participate in the show.
Share a brief highlight from your experience – perhaps a great sale, positive feedback you received, or a mention in the local press, showing you were engaged and adding value.
Politely ask if they'd consider keeping you in mind for future opportunities or collaborations.
Offer to share any photos or feedback you collected that they might find helpful in their marketing or planning.
Optional Call To Action: "I'd love to stay in touch and keep you updated on my latest work. You can always find my most recent pieces here [link to your portfolio/website]."

Bonus Tips for Seamless Follow-Up

Send as a personal email, not a newsletter. Use their name, mention your conversation or the piece they admired, and avoid sounding like a marketing campaign. These one-to-one emails build trust and relationships, and that's what turns interest into opportunity.
Use an email template: You don't have to write each email from scratch. Create templates for each scenario and then personalize them.
Keep a short post-show checklist: This helps you remember to send those emails before the post-show exhaustion fully sets in.
Don't worry about perfection: Did you forget someone's name? Only get a first name? Just reach out anyway. A slightly imperfect follow-up is infinitely better than no follow-up at all.
Track your contacts: Use a simple spreadsheet or a basic CRM (Customer Relationship Management) tool to keep track of who you met, what you discussed, and when you followed up.

It's Never Too Late

Following up doesn't just make you look professional; it opens doors to new collectors, exciting opportunities, and long-term fans. It can feel like an extra chore when you're tired or busy getting ready for the next show, but your future collector, gallery show, or collaboration might be waiting for that one simple email.

Even if you're reading this a week or two after your last show, it's never "too late" to send a follow-up. Late is always better than never. So, pick one email, start there, and watch your art business grow.