In a world the place tons of of musicians appear to explode in a single day and hundreds extra are nonetheless ready for an enormous break, what everybody wants is a steadily rising base of loyal followers. They supply assist and are what retains most acts going.
However how do you construct and nurture extra profound relationships with followers? Particularly now, when stay concert events and meet-ups aren’t a chance? The brief reply is e-mail.
I made a decision to put in writing a fast information to e-mail advertising and marketing for musicians after many conversations with business specialists, artists, bands, producers, and their advertising and marketing managers. Whether or not simply beginning out or very skilled, all of them appear to agree that e-mail advertising and marketing is the way in which to go.
So, with out additional ado, let’s find out about the advantages and the how-to’s of e-mail advertising and marketing for musicians.
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Electronic mail advertising and marketing ideas for musicians
How do you e-mail as a musician? It’s much like how different manufacturers do it – observe the easy fundamentals and let your expertise and charisma shine by.
Right here’s a fast 4-step e-mail advertising and marketing information for musicians:
1. Construct and develop an e-mail record
The very first thing you have to to start out e-mail advertising and marketing campaigns will likely be an e-mail record. There are just a few methods to construct one and mixing them will likely be your finest guess. You’ll be able to provide your followers a lead magnet – one thing in return for signing up. A superb lead magnet to make use of for a musician or band can be an unique recording, sheet music to your songs, studio outtakes, a pattern of an upcoming single, unreleased album artwork, or perhaps a quiz in your web site the place the followers gives you their e-mail in trade for the outcomes.
You’ll be able to promote your mailing record like a product, and even use the magic of paid adverts and social media to achieve e-newsletter subscribers. See our information to Building an Email List from Scratch to study how one can develop your record in 9 straightforward steps.
To gather emails, you’ll want a signup type in your web site or on a devoted touchdown web page. It’s finest to stipulate the advantages of becoming a member of your e-mail record, like getting updates, tour dates, merch coupon codes, and so forth. My recommendation can be to gather solely the essential information, like title and e-mail, as extra sophisticated kinds might sound intimidating at first. Listed here are some examples of artists’ signup kinds and what occurs after you join.
Above is an instance of a signup popup from Jacob Collier’s web site – the headline is inviting and the shape is straightforward and brief. Proper after you subscribe, you get a welcome e-mail that may be a beneficial good gesture to say ‘hello’ to your followers. Sending such an e-mail could be very straightforward to arrange, with the assistance of promoting automation. The topic line was “Welcome to the Jacob Collier household!” and right here’s the way it appears:
Beneath is an instance of a signup type from Lawrence, a NY primarily based band:
The shape is a bit longer, however filling out the fields together with your location is non-obligatory. The shape’s copy even states the aim of gathering information with the subscriber’s location – to obtain location particular bulletins. There’s additionally a consent subject which reassures subscribers they will simply unsubscribe at any time.
There are numerous information safety legal guidelines around the globe, and a easy option to be sure to’ve bought the subscriber’s full consent to ship them e-mail updates and retailer their information, is to ship a affirmation e-mail. Right here’s the way it appears:
Learn extra about affirmation emails right here: Confirmation Email Templates – 12 Examples + Tips
Social media presence is just about important nowadays for any musician or band. It means that you can achieve publicity, have interaction with followers, get new alternatives – you get the gist. You may as well make the most of the platforms for constructing an e-mail record. And right here’s how:
If you happen to provide any further content material that may be gated (requires signing up), put it on the market in posts on Twitter and Fb.
Add CTAs (call-to-actions) like “Join” the place you may – in your YouTube video’s descriptions, Instagram bio, and so forth. Hyperlink them to your web site or touchdown web page with an e-mail singup type. You should utilize an incentive like “signal as much as get my sheet music” or “signal as much as get a reduction code”.
Run contests in your social media channels that hyperlink to a touchdown web page and require an e-mail tackle to take part. (Bear in mind to observe applicable guidelines for contests and giveaways.)
Benefit from lead-generating Facebook Ads, entice the precise demographic you’re searching for and convert them.
Encourage your YouTube subscribers not solely to “hit like and subscribe” to your channel, but additionally embrace a line or two in your script the place you describe the advantages of becoming a member of your record. An finish display with a hyperlink would even be an incredible concept.
2. Put together your emails
You now have an inventory of people that need to get emails from you/your band. What’s subsequent?Nicely, the following step is crafting your first e-mail marketing campaign. There are, after all, tons of of how you may have interaction together with your followers by e-mail, so let’s go over the most well-liked sorts of e-mail for musicians.
What sorts of emails can musicians ship?
These are the most well-liked emails musicians can ship:
- New music/ music video/ merchandise announcement
- Gig or tour dates
- Album pre-sale information
- Autoresponders, order affirmation/ particulars
- and so forth.
There are additionally automated e-mail sequences which you could arrange beforehand, like welcome emails.
Learn extra: 30+ Automated Email Responses
The ‘announcement’ sort of emails normally requires the least quantity of effort to create, particularly when you have all of the belongings prepared (like graphics and brief copy). Add them into an present e-mail template and also you’re good to go!
You’ll be able to ship these emails just a few days earlier than your music drops on streaming platforms, a day earlier than you add a music video to YouTube or on the day you launch new merchandise, in order that your subscribers are the primary ones to find out about it. Probably the most engaged followers love being the primary to listen to about your new releases, and extra subscribers will come by word-of-mouth promoting.
If you happen to gather information in regards to the subscriber’s location, if you announce gig or tour dates you may arrange an automatic e-mail marketing campaign that first reveals the large information after which sends reminders that you simply’ll be enjoying of their nearest venue quickly.
Many well-liked music distribution platforms, like CD Child, provide album pre-sales on iTunes or Amazon Music. There’s additionally an possibility for an ‘Prompt gratification observe’ which lets individuals buy or stream one observe through the pre-order interval, whether or not or not they pre-order the complete album. You should utilize this function and ship out emails that share the information or hyperlinks to streaming companies.
Newsletters provide the most freedom in relation to the content material you ship. In a e-newsletter you may share any information, updates, behind-the-scenes footage, tales, movies, images, interviews, and so forth. Share the unique content material to make your viewers really feel like VIPs. Newsletters are additionally an incredible alternative to earn cash – sprinkle some call-to-actions within the e-mail, like ‘purchase tickets’, ‘purchase merch’, and even ‘stream our new single’.
The instance beneath is an e-mail from Billy Strings. Within the e-mail, there’s a video of Grammy celebration, a present announcement and presale tickets, a tour replace video, dates for upcoming streams, and so forth. The e-mail’s copy is written in a really conversational tone which brings the artist nearer to the followers. It makes individuals need to root for the artist and assist them much more.
The important thing to success with newsletters is being constant – not solely with the tone of voice and branding. Ship emails like these at the least as soon as a month to remain on individuals’s minds.
No further content material and no large bulletins? No large deal. Share enjoyable tales from rehearsals or ask your subscribers to share their tales with you. Perhaps you’ll function these in your subsequent e-newsletter?
To be sure to design nice emails, learn Email Design Best Practices for 2021.
3. Arrange your first marketing campaign
As I briefly talked about earlier than, you don’t need to ship each e-mail your self – most campaigns you may automate. It’s all because of marketing automation.
Advertising automation is a really highly effective software that makes e-mail advertising and marketing a breeze. Principally, it’s connecting actions and their triggers right into a workflow that, after setting it up, will do all of the give you the results you want (so you might have extra time to play your music).
Learn our Guide to Marketing Automation to find out how workflows work and what you should use them for.
For instance, you may ship welcome e-mail collection. Let’s say somebody visits your web page and indicators up. Arrange emails which might be despatched out each week after the signup the place every of them presents content material that introduces you piece by piece to your subscribers. Provide enjoyable actions and alternatives in order that your followers can persistently have interaction with you.
You should utilize advertising and marketing automation to attain the engagement, tag and phase individuals to ship them extra customized campaigns. Additionally, use automation to ship buy particulars in the event you provide merch. Wish to want completely satisfied birthday to every of your followers? You are able to do it robotically.
Right here’s an incredible instance of an e-mail from automated e-mail collection:
The e-mail is a 3rd e-mail from an extended sequence – the collection was set as much as provide followers a possibility to purchase a brand new, distinctive, limited-edition poster design each night time of the tour. They provide a secret, subscribers-only hyperlink and a secret password, and the provide is offered for half-hour solely.
The one limits to utilizing advertising and marketing automation are the boundaries of creativity.
To ship the very best campaigns, take a look at Email Marketing Best Practices for 2021.
4. Measure your outcomes
To remain answerable for how nicely your advertising and marketing efforts work, it’s essential measure the outcomes and tweak the e-mail campaigns accordingly.
Fortunately, the stats are normally self-explanatory and simple to grasp. A number of the most essential metrics and KPIs to your campaigns embrace:
- Electronic mail open fee
- Click on-through fee
- Click on-to-open fee
- Bounce fee
- Unsubscribe fee
- Deliverability fee
- Spam grievance fee
- Common income per e-mail despatched
- Electronic mail marketing campaign profitability
Evaluate your outcomes and information with the email marketing benchmarks for the Arts & Entertainment industry. If you happen to’re not glad, it’s time to take a deeper take a look at your e-mail record and campaigns to see why your charges look totally different. You’ll be able to, for instance, A/B check the emails you ship to see what performs higher and follow the successful tactic.
For an in-depth take a look at the metrics, take a look at 17 Email Marketing Metrics & KPIs for Measuring Campaign Success.
Why do musicians want e-mail advertising and marketing?
If you have already got a presence on social media, streaming platforms, and so forth., and handle it your self, you’re in all probability questioning, “Do I really want to do extra? I’m a musician, not a marketer!” It’s a standard thought, and it’s comprehensible. Nevertheless, e-mail advertising and marketing advantages outweigh the fee and time it takes to arrange e-mail advertising and marketing campaigns.
Let’s rapidly undergo what makes e-mail the best choice of communication for artists.
1. Creating campaigns is tremendous straightforward
You don’t must be an knowledgeable in coding, advertising and marketing, design or copywriting to ship nice and efficient emails. All you want is sweet email marketing software that gives you with plenty of choices. Prepared-made templates, drag-and-drop editors, and options like autoresponders will likely be a lifesaver. You simply decide a template, add your personal photos, colors, a little bit of copy and also you’re good to go!
Much like creating emails, organising automated campaigns and automatic e-mail sequences is straightforward, particularly in the event you use premade templates.
2. The Return on Funding is insanely excessive
Electronic mail advertising and marketing’s ROI (Return on Funding) is the best amongst all advertising and marketing channels. In 2019, a study by DMA confirmed that e-mail’s common return on funding is 42:1. So, for each greenback spent on e-mail advertising and marketing, statistically you may earn $42.
It’s a statistical common, however you may observe your ROI if it’s beneath common and see what works in your campaigns and what doesn’t. Vital elements that have an effect on the outcomes embrace the standard of your e-mail record and content material, the decision to motion you present and the design and replica of your e-mail.
The price of skilled e-mail advertising and marketing software program is low and most platforms, like GetResponse, provide totally different plans for various record sizes that accommodate your wants. You may as well check and follow creating campaigns at no cost on software program that provides free trials.
3. Electronic mail is common and private
Electronic mail is essentially the most common channel you may make the most of. 4 billion people use it, there are 7 billion e-mail accounts, and 95% of shoppers examine their e-mail each single day.
Social media platforms come and go, however e-mail? By this level, e-mail appears nearly untouchable. It’s secure and important to create any accounts on the Web. (So, to have a TikTok/Instagram/Fb account to go and observe your favourite creator, you want an e-mail.)
We examine our emails, as a result of they’re private. They seem as in the event that they had been particularly crafted for our eyes solely. It’s half attributable to personalization – like utilizing the recipient’s title within the topic line and replica – and related strategies of data-driven marketing. For instance, “Hello John, did you stream my track as we speak?”
It’s additionally as a result of we see the Fb and Instagram posts being preferred and commented by hundreds of thousands of individuals after which buried by different posts on the feed. However, an e-mail lands in our private inbox, like every private message despatched by a buddy or colleague, and we will learn it (and interact with it) anytime, anyway we wish.
4. Full management over the medium and viewers high quality
Electronic mail provides you limitless alternatives in relation to presenting your model as a musician. No restrictions for the format, like it’s on Instagram. No character restrict, versus Twitter. You’ll be able to place a number of hyperlinks in your content material, in contrast to on TikTok.
Additionally, aside from following easy guidelines to not land within the spam folder (no person desires that, anyway) and regional legal guidelines in relation to gathering your subscribers information, you don’t have to fret about ever-changing social media insurance policies. Or, a few social platform merely being taken down.
Many musicians, particularly newcomers, worry going viral on social media for all of the mistaken causes – like dozens of hateful feedback by nameless trolls. That’s fortunately not a factor with e-mail.
That brings me to my subsequent level – you management the viewers high quality. When gathering emails you may goal a particular viewers, your fan neighborhood. Each one who subscribes to your record desires to be there. That’s the assist you want!
If you happen to’re dissatisfied together with your contact base, sustaining record hygiene and list management are only a few easy further steps to take to make sure the standard of your viewers.
5. It’s way more than simply emails
When utilizing on-line advertising and marketing software program, you are able to do a lot, a lot greater than ship e-mail campaigns. Doing it doesn’t require more cash or extra of your time you might spend enjoying music.
Take GetResponse, for instance. You’ll be able to create advanced automated on-line campaigns, combine your account with tons of of apps, construct web sites, observe your web site visits, create paid adverts, and extra.
You’ll be able to even host webinars! As a musician, you may host personal Q&A classes with followers, play small ‘secret concert events’ or educate your gifted fellows what you’ve discovered in regards to the leisure enterprise all through the years.
You’ll be able to simply promote your music information with software program like GetResponse. Take Alex Terrier, for instance – a jazz musician who presents on-line music programs to nice outcomes. See his case study here.
If you wish to check all of the choices your self, join a 30-day free trial!