Some have claimed that email is dead. They would be wrong. 2.6 billion people around the world are still using email every day. And so, very likely, are you. Social media is, of course, a very important marketing tool and a great way to connect with your fans, but social media and email don’t cancel each other out. You need both. Most people read all of the emails they get. When you announce your tour on social media, you’ll have a bunch of people who don’t care who will see it, and a bunch of people who really do care, who won’t. Your email list is a way to target specific people who want to see what you’re up to and make sure they get to see that information in a timely manner.
It’s easy and automated.
Maintaining an email list is not difficult. In fact, it’s automated. Just join an email marketing service like MailChimp and it will provide you with opt-in buttons for your website for people to choose to be placed on your email list and store those emails in it’s own server. With that you’ll also get an interface for designing each mailer and an automated system for sending them out. It’s as simple as that.
Staying in touch with fans.
The point of your email list is to stay in touch with your fans and let them know what you’re up to. You can do this as rarely as once in a while when you have some big news to share or as often as once a week if you compile a newsletter that provides value and entertainment. This way your fans get first dibs on tickets to your shows and it’s a great way to let them know if you get new merch, release a new song, or any other event in your musical life. It also give your fans the option to contact you, which build trust and community.
Crowdfunding and promotion.
Email lists are a great way to reach out to your supporters when you are starting a funding campaign or looking to promote your new album or something. You can ask the die-hard supporters who opt in to your email list to help you with campaign etc and give them insider rewards.
In sight, in mind.
If you’re in a creating mode and haven't been releasing anything or touring, an email list is a great way to reach out to your followers and remind them of your existence and give them updates on your progress. It’s also a great way to get new fans involved. Some people sign up for an email list to be reminded of something they thought was interesting. If they weren’t on your list, they might have forgotten about you. But now that they’re on your list, they’ll think of you whenever you send out a mailer.
Give perks to your peeps.
As I’ve alluded to, an email list is a great place to provide rewards to your most loyal fans. You can offer special discounts on merch, deals on your new releases, or early bird tickets to reward your fans for being so loyal. Let your fans know that you value them by giving them inside information. Use this platform to offer them inside scoops that they can’t get anywhere else. Give them access to exclusive content regarding everything that you’re doing. Transform the email into a fanzine or fan newsletter, which is like having a backstage pass!
Email is intimate these days. Sending someone an email is like going into their bedroom, where social media is a public space. When someone is on your email list, it’s an intimate way of connecting that means you have a special in and you’re not likely to get lost in the crowd.
Guest Post by Allie Mazon