5 Ways to Improve Art Fair Follow-Ups and Close More Sales

Art fairs are a prime opportunity to engage with potential collectors, but the real work begins after the event. Effective follow-ups and the right art gallery technology can make the difference between a warm lead and a lost opportunity. However, simply sending a generic email or message isn’t enough. To truly convert your art fair interactions into successful sales, you need a strategic follow-up plan.

Here are 5 proven ways to improve your art fair follow-ups and increase your chances of closing more sales:

1. Follow Up Promptly

Timing is critical when it comes to follow-ups. You want to keep the momentum from the art fair alive without overwhelming your prospects. Aim to send your first follow-up within 24-48 hours after the event. This keeps the conversation fresh in the collector’s mind.

Be sure to personalize your message, referring to specific works of art the collector showed interest in. A quick follow-up shows attentiveness and professionalism, helping to strengthen the rapport you’ve already built.

How ARTERNAL Can Help:

With ARTERNAL’s CRM tools, you can easily set up follow-up reminders based on interactions at the art fair at scale. For example, if a collector spent extra time viewing a particular artist’s work, ARTERNAL will make that data easily accessible on your dashboard, so you can quickly review and personalize your follow-up message. This helps you reach out at the right time without having to manually track every individual contact.

Ready to learn how ARTERNAL can help improve how you are following up with collectors? Reach out for your custom demo.

2. Use Data to Personalize Your Outreach

At art fairs, you engage with dozens (or hundreds) of collectors, but not all of them are equally likely to buy. With the right art gallery technology, you can leverage data-driven insights to help you prioritize your follow-ups.

For example, use art gallery technology like ARTERNAL’s CRM features to track which pieces your contacts showed the most interest in. Did they spend extra time looking at a specific artwork? Or ask a lot of questions about one particular artist? These details are golden when crafting your follow-up message.

How ARTERNAL Can Help:

ARTERNAL’s art gallery technology tools make it easy to review which pieces collectors interacted with most during the fair. This data is accessible directly on your dashboard, where you can see detailed insights on collector behavior. For instance, if a collector repeatedly viewed a specific piece, you can follow up by highlighting that work in your message and offering more details, helping you create highly personalized and relevant outreach.

3. Offer More Than Just a Reminder—Add Value

Collectors are constantly bombarded with emails, so you need to make your art fair follow-up stand out. Rather than just reminding them of the artwork they saw, offer additional value. This could include:

Exclusive previews of new works by the same artist or similar styles.
Artist interviews or behind-the-scenes content that adds depth to their interest.
Invitations to private events or gallery viewings to help nurture the relationship.

The goal is to keep the collector engaged and remind them why they were initially drawn to your gallery in the first place. Value-added content using automated art gallery technology tools keeps them interested and demonstrates that you’re not just trying to make a sale—you’re cultivating a lasting relationship.

How ARTERNAL Can Help:

Using ARTERNAL’s Online Viewing Rooms (OVRs), you can send collectors exclusive previews of upcoming works, curated specifically to their interests. For example, if a collector is interested in a specific medium, you can create a custom OVR featuring pieces in that same style and send them the link. ARTERNAL makes it easy to organize and send these personalized experiences, ensuring that your follow-up isn’t just a reminder, but a compelling invitation to continue the conversation.

4. Be Clear and Concise with Your Call to Action

After the initial excitement of the art fair, collectors are often sifting through multiple follow-up messages. It’s important that your call to action (CTA) is clear and easy to follow. Instead of vague or generic CTAs like “Let me know if you’re interested,” provide actionable steps that are easy to follow.

For example:

“Would you like to schedule a private viewing of this piece?”
“I’d be happy to send you a custom proposal with pricing for the works you showed interest in.”
“Can we arrange a time to discuss how this work fits into your collection?”

A clear CTA removes any ambiguity and makes it easier for the collector to respond with a direct action, increasing the likelihood of them taking the next step in the buying process.

How ARTERNAL Can Help:

ARTERNAL’s CRM system allows you to create tailored CTAs that are linked directly to the artworks that collectors interacted with. For instance, you can quickly send art fair follow ups with a CTA like “View More Artwork by [Artist Name]”, and the link will take them directly to your inventory for that artist. This removes the friction from the decision-making process and helps keep the conversation moving forward.

5. Stay Top of Mind with Follow-Up Reminders

Sometimes, collectors need a little nudge to make a final decision. Don’t be afraid to follow up again—but be sure to space out your communications so they don’t feel overwhelmed.

Using tools like ARTERNAL’s smart reminder feature helps you set up automated follow-up reminders based on the collector’s activity or past interactions. This allows you to continue engaging without having to manually track each lead.

For example, if a collector interacted with a particular piece during the fair but hasn’t responded to your first follow-up email, a gentle reminder can be a good way to reignite the conversation. But don’t just ask if they’re still interested—try referencing something personal, like a new acquisition or an exhibition, to create a reason for them to re-engage.

How ARTERNAL Can Help:

ARTERNAL gives you quick access to all the follow-up data you need directly on the dashboard. You can see which collectors have engaged with your emails, viewed specific works, or shown interest in certain pieces. This makes it easy to set reminders to reach out again and allows you to always track which collectors need further attention. Whether it’s a personalized email or a call, ARTERNAL helps ensure you stay top of mind.

Making Follow-Ups Work for You

Art fairs offer incredible opportunities to build relationships and generate interest in your artwork. However, the key to turning that interest into actual sales is effective, timely, and personalized art fair follow-ups. By acting quickly, using data-driven insights, adding value, being clear with your calls to action, and maintaining consistent engagement, you can significantly increase your chances of closing sales after the fair.

Follow-ups are not just about sending an email—they’re about creating opportunities and continuing the conversation with collectors who are already interested in your work. With the right strategy and tools like ARTERNAL, you can turn those fleeting interactions into long-term, successful sales relationships.