Email Marketing: The Basics

Email marketing is one of the best routes for selling your music to fans. But it’s often overlooked in favour of social networks or simply not treated in the best way possible.

This is the first in a series of 3 parts of tips to ensure that you’re getting the most from your fans via email. We’re starting with basic tips and moving through to something a bit more flashy.

1. Are you collecting emails in all places possible?

You should be enabling fans to sign up to your email marketing list at every point at which you come into contact with them. First step is to have a clear sign-up on the front page of your website. Next, make sure you have a sign-up tab on Facebook that you point people to regularly. And remember to regularly point people to your website to sign up from Twitter and YouTube regularly (using descriptions on YouTube videos).

Lastly (and most importantly), make sure you ask people to sign up at gigs. It’s the best place to capture people whilst they’re engaged. And it doesn’t have to be using a clipboard! It can be done easily and securely on an iPad using Mailchimp’s app, Chimpadeedoo.

2. Send regularly, but not too regularly

There’s no set frequency you should be emailing your fan base – but it needs to be frequently enough that they don’t forget that they’re on your list and infrequently enough that it’s never a bother to them. Ensure that you’re always emailing with something useful for them – this shouldn’t always include a ‘buy link’ to your music and more frequently should include content for them to get excited about – a video, interview, gig update, playlist of tracks you’re listening to or significant news.

3. Reward fans for being on your mailing list

Since email is the best place to convert casual fans to people who buy your music, reward them for being on your mailing list. This means giving the mailing list content before you release it via Facebook. It also means offering the mailing list content that you can’t get hold of anywhere else – this might be a free track or presale for tickets.

And if you spread the word amongst your other social networks that you’re releasing content exclusively via the mailing list, you’ll begin to see that mailing list grow and grow.

We’d love to chat some more about email marketing. So if you have any questions, comments or tips of your own, we’d love to hear from you @