Nurturing Collectors: What to Do After You Sell an Artwork

Follow up after selling a piece of art?

I recently sold this piece through my website and thought I’d walk you through my follow-up process. It’s not just about documenting the sale—it’s about nurturing relationships. Because people who buy from you once are far more likely to buy again.

That’s exactly what happened here. Martha first purchased two pieces from me at an art show in Santa Fe, and this time she reached out to buy another—this one as a Christmas gift for her sister.

Once the piece was shipped, my first step was to write a handwritten note of gratitude on one of my notecards featuring my artwork. I addressed it, let it sit on my desk for a few days, and mailed it about a week after I knew the artwork had arrived.

After the personal touch comes the practical part—the behind-the-scenes housekeeping that keeps everything organized. Here’s what I do next:

• • • Delete the image from my website

    • Remove it from any online platforms (Saatchi Art, Artfinder, etc.)

    • Take it out of the “available works” highlight on Instagram and off the sales page

    • Create an Instagram post celebrating the sale

    • Catalog the piece and buyer’s details in Artwork Archive

    • Move the digital file from “Available” to “Sold” on my computer

    • Schedule my follow-up and collector-nurture reminders

People buy from artists they know, like, and trust. Taking the time to nurture those connections is never wasted—it’s one of the best investments you can make in your art business.

A couple of weeks later, I followed up with Martha by email to ask what her sister thought of the piece. Sometimes I’ll ask for a photo of the artwork in its new home, but since this one was a gift, I didn’t.

If Martha hadn’t already been in my email list, this would be the time I’d invite her to join—so she can stay up to date on new work and exhibitions. I always include a link to my Instagram to make it easy for collectors to stay connected.

Every few months, I like to send something by snail mail to my collectors—sometimes a mid-summer postcard, a Happy New Year note, or a personal invitation to an event. I also mail copies of any articles featuring my work. And when I print new notecards, I always set aside a few packs of eight to send to collectors—it’s a lovely gesture and a subtle way to share new imagery.

Having a clear plan makes it easy to stay in touch and show appreciation for the people who support your work. These small, thoughtful gestures go a long way in building long-term collector relationships.

Curious about the tool I use to track all my artwork and sales? Check out my earlier post, Keeping Track of Artwork where I share how I use Artwork Archive —plus a discount code if you’d like to try it yourself.

Let me know in the comments below what you do to nurture you collectors.

Be well….be creative,

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