If you’re still sleeping on email marketing as a way to connect with your fans, it’s time to stop. Sure, social media is all flashy and sexy, but it’s about as reliable as a drunken drummer when it comes to reaching your audience. The algorithm gods are fickle, and they’ll screw you over faster than a shady record deal.
But email? That ish is the trusty, unsung hero of fan communication. It’s the leather jacket of marketing – classic, reliable, and never goes out of style. And if you’re not using it to build a fanbase that’d follow you to the ends of the earth, you’re missing out on a huge opportunity.
Why Email Marketing Needs to be Your New Best Friend
Before we dive into the nitty-gritty tactics, let’s talk about why email marketing should be at the top of your priority list, right next to “write dope songs” and “don’t piss off the sound guy”:
- You’re sliding into their DMs (digitally)
Social media is like shouting into the void and hoping someone hears you. But email is a direct line to your fan’s inner sanctum – their inbox. It’s personal, it’s intimate, and it gives you a chance to build a real connection with your audience. Think of it like trading secret notes in class but without the risk of getting detention.
- You’re the captain of your own ship
With email, you’re not at the mercy of some Silicon Valley tech overlord. Your email list is YOUR territory – you own it, you control it, and no one can take it away from you (unless you do something really stupid, but we’ll assume you’re not a total dumbass). That kind of autonomy is priceless in this crazy, fast-changing music industry.
- Your fans will actually care
Real talk: people are more likely to pay attention to an email than a social media post. In fact, email open rates are about 4x higher than Facebook’s organic reach. That means when you send an email, there’s a damn good chance your fans will actually see it and engage with it. Crazy concept, right?
- You can actually make some money
At the end of the day, we’re all hustling to make a living with this music thing. And email marketing, when done right, can have a serious impact on your bottom line. We’re talking more merch sales, higher ticket sales, more music downloads – all the stuff that keeps ramen off the tour bus menu.
So now that you’re sufficiently convinced that email needs to be your new musical BFF, let’s talk about how to actually get some subscribers on your list (without resorting to bribery or blackmail)…
How to Get Fans to Give You Their Email (Consensually, Duh)
Building an email list can feel about as exciting as watching paint dry, but it’s the foundation of any successful email marketing strategy. You can’t connect with fans via email if you don’t have any damn subscribers. So, how do you get people to voluntarily hand over their precious email address? Here are a few ideas:
- Put email signup forms everywhere (and we mean EVERYWHERE)
Your website, your social media bios, your merch table, your forehead (okay, maybe not that last one). But seriously, make it insanely easy for fans to hop on your list from anywhere and everywhere. And don’t just say “sign up for my newsletter” – sell them on the value of being a subscriber. Exclusive content, secret shows, backstage cat pics…whatever will get their mouse-clicking finger twitching. (BONUS TIP: Make sure the signup form gives them an opportunity to share their city and state – that way you can segment your list and email people when you’re going to be in their town.)
- Hold your best content hostage (in a nice way)
People love exclusive shit. So take some of your most coveted content – a new music video, an unreleased track, a spicy behind-the-scenes story – and make fans cough up an email address to get access. It’s like a velvet rope for your digital goodies, and it works like a charm to get people on your list.
- Get analog with it
Just because we live in a digital world doesn’t mean you can’t still collect emails the old-fashioned way. Bring a signup sheet to your shows, use a tablet to collect addresses at the merch table (yes, a tablet, don’t be a caveman), or just casually work “so what’s your email?” into conversation with fans. Okay, that last one might be a little creepy, but you get the idea.
- Collaborate with other artists
Band together with some musical pals and do an email list swap. You promote their list to your fans, they promote your list to their fans, and everybody wins. Just make sure you’re not spamming anyone or being a dick about it – consent is key, folks.
Now that you’ve got some poor unfortunate souls on your list (kidding, they’re lucky to be there), it’s time to hit ’em with some emails that don’t suck…
How to Craft Emails That Won’t Make Your Fans Yawn (or Unsubscribe)
Congrats, you’ve got a few subscribers! Now what? How do you keep them engaged, entertained, and eagerly awaiting your next email like a dog waiting for a treat? It’s all about creating content that’s valuable, authentic, and on-brand. Here’s how to do it without being a total snooze-fest:
- Inject your personality into emails (and maybe a few memes)
Your email list is not the place to be a boring, corporate robot. This is your chance to let your true colors shine through and connect with your fans on a human level. Write like you talk, crack jokes, share embarrassing stories – whatever feels authentic to you. Just don’t try too hard to be “cool” or “hip with the kids.” That’s just cringey.
- Be generous with your content
If all you ever do is send “BUY MY STUFF” emails, your fans will peace out faster than Usain Bolt in a 100-meter dash. Yes, promoting your music and merch is important, but it can’t be the ONLY thing you do. Mix in some content that’s just plain fun, interesting, or valuable to your fans. Think exclusive behind-the-scenes footage, personal playlists, Q&A sessions, or even just a really bad joke you heard on tour. The goal is to make your emails something people actually look forward to opening.
- Looks matter (no, not your face)
I know, I know – you’re a musician, not a graphic designer. But the way your emails look can have a big impact on whether people actually read them. Keep your formatting clean and skimmable, with plenty of white space, short paragraphs, and eye-catching images. If your email looks like a giant wall of text, your fans will nope out faster than a vegan at a steakhouse.
- Experiment with email like a mad scientist
There’s no one-size-fits-all formula for the perfect email. What works for one artist might fall flat for another. So don’t be afraid to try new things and see what resonates with your audience. Test different subject lines, content ideas, send times, and designs. Keep an eye on your open rates, click-through rates, and unsubscribes to see what’s hitting the mark and what’s missing it. And don’t beat yourself up if something flops – even the Beatles wrote a few shitty songs.
Put a Bow on It (Preferably a Leather One, to Match Your Jacket)
Phew, that was a lot of info to cram into your brain. But if you take nothing else away from this epic email manifesto, just remember this: email marketing is a powerful tool for connecting with your fans and growing a community around your music.
Treat your email list like the precious, valuable thing it is. Respect your subscribers’ time and attention. And always strive to create content that’s true to your unique voice and style.
Will it be a lot of work? Probably. Will you make some mistakes along the way? Almost definitely. But will it be worth it when you’ve got an army of die-hard fans ready to follow you into battle (or at least to your next sold-out show)? Abso-fuckin-lutely.
So go forth and conquer the inbox, you beautiful email warrior. And don’t forget to have some fun with it. Because if you’re not enjoying the process, what’s the point? Keep rockin’, keep writing killer emails, and keep being your badass, authentic self. Your fans (and your bank account) will thank you for it.
Peace out, may your open rates be high and your unsubscribes be low. Now, if you’ll excuse me, I need to go check my own damn inbox. I’m expecting a very important cat GIF.
MORE FREE ADVICE
