If you don’t have an E-mail list yet, stop reading this, go out and set up the service, then come back and read this.
As an artist, you NEED to have an E-mail list that your fans can sign-up for. However, I see a problem with the way many artists are using their E-mail list. Nobody is building genuine connections with their list of people. Very few are trying to tell their story.
I’m not going to get into telling your story because everyone talks about having a story (an integral part of being an artist). But I want to discuss getting that story to your fans.
The majority of the E-mails from lists I receive from artists have the following in common:
- I never signed up for them
- Every E-mail they are trying to hard sell me on something
- There is no strategy behind when they are sent (sometimes I don’t get an Email for a month)
- The subjects are typical
- There is no creativity
- No Reward
Let’s break these down a little.
I never signed up for the list:
I understand the need to reach as many people as possible, but you definitely should not just add people who’s Email’s you see. When you do this, a lot of times, your message is going unnoticed entirely. So, how would you go about adding people to your list if they are someone you met and they gave you their Email address? Shoot them a personal Email along the lines of “Hey, we talked at ______. I’d love it if you checked out my website, also when you sign up for my Email list you’ll get a free mixtape that we did” I’ve gotten a few Emails like this, and while I didn’t sign up for every list, I signed up for a few of them.
Having genuine subscribers also boosts your credibility, I’d rather work with an artist who has a loyal Email list of 500 than an artist who has a list of 1000 that deletes their Emails or moves them to spam.
Every Email Someone is Trying to Hard Sell Me:
If I begin receiving Emails and I notice a pattern of someone trying to sell me the same stuff everytime. I’m going to get in the habit of deleting those Emails before I even receive them. Soft selling is much better if your working the same products. Try, at the bottom, something like “Oh, by the way, be sure to check out my latest CD here: URL”.
But what should you put for the body of your Email, then? This is where you tell your stories, people/fans, love stories. You can discuss the process behind writing one of your songs, something funny that happened while recording, you can take a video of a recording session and hit up your Email list telling them its been posted while giving a little background to the video.
Creating a personal touch to your Emails is SO important to creating fans that convert. I guarantee the artist who connects with their fans will sell more than the artist who never gets personal.
Subjects Are Typical:
I receive a lot of Emails per day. If the subject doesn’t catch my attention, I probably miss it. Especially with Artists lists! I can’t even tell you how many Emails I receive that say “NEW SONG CHECK IT OUT NOW!” Be creative with your Subjects, play off of your song name. If your song name is something like “Never lasts forever” make your subject something like “I knew it wouldn’t last…” you’re going to get people curious to find out WHAT wouldn’t last. That’s your key to a creative subject line. Getting the fans to be curious enough to open your Email.
If you’re going to build an Email list, be consistent. Consistency will ensure that you or your band’s name is fresh in your fanbases mind. This doesn’t mean send a bunch of Emails a week, it just means find a formula and create a strategy around your Emails. There is no need to go into anything blind.
As with any music marketing, promotion, or networking campaign, you NEED to be creative with your approach. The creative artists are the ones who are breaking molds and building loyal fans. Why send a message to your fans if you aren’t going to be at least a little creative?
Why would I sign up for an Email list, just to be on an Email list? Make sure you’re offering people free music, videos, etc. I also like the approach of occasionally throwing free music exclusively to the Email list to keep giving them reasons (besides your personal, creative, strategic Emails 😉 ) to stay on your list and not click that “unsubscribe” button.
Musicians and Artists need to look at their fans as people, people who want value behind the things they are involved in. Give them a reason that you’re different from the rest of the artists and musicians out there.