Whether it’s in a bird’s morning song or the architecture of a skyscraper, most of us are able to recognize art in our everyday lives—but one place where art may be hard to find is in our e-mail inboxes filled with hundreds of unread messages, meeting pop ups, and flagged items. Data Dog Interactive Marketing of Milwaukee, WI recognized that many Wisconsinites are at the mercy of their inboxes, and as a result, many are not exposed to the thriving local arts community. To resolve this predicament, Data Dog developed ArtMail Milwaukee, a weekly e-mail featuring a visual piece of art from a Wisconsin artist.
ArtMail’s “stop and smell the roses” approach has acquired more than 3,000 subscribers, but more importantly, provides a valuable outlet to the artists by revealing their work to new audiences. Kerry Rose Ramsden, editor of ArtMail, is also a trained studio artist and puts her heart and soul into ArtMail because she understands the important role it can play in the development of the careers of her fellow artists. Capitalizing on the immediacy of e-mail, ArtMail subscribers are quick to respond to the work they see, often e-mailing the artists their compliments and asking for purchasing information. The free publicity ArtMail provides artists not only expands their fan base and facilitates a sale, but it also increases foot traffic to local galleries by illuminating art that might otherwise be hidden there.
While ArtMail began as a labor of love for president Johnathan Crawford and his team, he knew that e-mail had tremendous power to build a sense of community outside of the inbox.
When signing up for ArtMail, individuals are given the opportunity to learn about upcoming arts-related specials from local restaurants, galleries, and more. Through e-mail and Facebook, ArtMail keeps its followers abreast on local art happenings and promotes Milwaukee’s downtown Gallery Nights—evenings filled with gallery hopping and art viewing throughout Milwaukee. Not only does ArtMail support this community event, it has participated in Gallery Night in a collaborative, community-building project. Local artist Reggie Baylor along with ArtMail members worked hand in hand to complete a unique wall mural. The piece was donated to the Catch a Rising Star Foundation to draw attention to the work they do in supporting and sustaining the Milwaukee High School of the Arts. This partnership has helped both ArtMail and the local business community. Its community connections have allowed it to expand to a replicable business model that also builds a sense of community.
Working alongside of its weekly emails, Facebook updates, and event participation, ArtMail has a presence on the web (www.ArtMailMilwaukee.com). The website functions as an online gallery, showcasing all ArtMail participants and an array of their work. It was Crawford’s intention to create a site that replicated the experience of strolling around an art gallery, quiet and centered on the art, available to browse at art lovers’ convenience. The quick and easy application process via the website has allowed Crawford and his team to ensure that they are able to showcase diverse styles and artists, providing something for everyone.
The site also serves as a tool for teachers to bring art to their classroom. In fact, it is one of those art teachers that subscribers of ArtMail can thank for the weekly contribution to their inbox. The ArtMail website is dedicated to Phyllis Pierce, Crawford’s high school teacher, whom he credits with teaching him the value of appreciating and promoting art.
It’s the ArtMail Milwaukee team’s hope that this model catches on in cities across the country. Who wouldn’t enjoy the welcome interruption of local art every week in their inbox?
Photo Credits:
Terrence Coffman: Center Ave 28
Reginald Baylor: The Quintessential 1950s Family Set the Stage
Colette Odya Smith: Spring Clean