How Email Marketing and Patreon are Keeping the Lights on for Entertainers

Learn how these touring musicians transitioned from reside performances to on-line reveals with their new tour. The present should go surfing!

Danika Holmes and her husband Jeb Hart are in an acoustic/pop/soul duo, Danika & the Jeb. Because of COVID-19, their spring tour and summer time reveals have been cancelled.

As Holmes explains, “The first time a cancellation got here for a present, it was a bummer. The second time it was an inconvenience. And the third-through-30th time, it was a disaster.” 

Danika & the Jeb have been making their residing as touring musicians for 10 years, and getting an everyday day job just isn't an choice for them.

So they adjusted their enterprise mannequin — the present should go surfing!  

But they moved greater than their reveals on-line. Danika & the Jeb moved each a part of their enterprise on-line, together with their whole merchandise retailer. 

And, logging on allowed them to attach extra intimately with their viewers, in sudden methods. 

Email advertising and Patreon — a successful mixture.

To make it simple for his or her viewers to entry their new music and supply  help, Danika & Jeb used the membership platform Patreon. Patreon permits creators to receives a commission for the content material they create, together with video, songs, webcomics, audio performances, and extra. Fans help creators and artists by paying both a number of per thirty days or per submit.

Danika & the Jeb, launch their content material on Patreon for as little as a $1 per video or music donation.  They receives a commission each time they launch one thing new, and their helps turn out to be bonafide, real-life patrons of the humanities!

“We make music. We share music. We make movies. We share movies. Pretty easy. Our Patrons are actually serving to us hold the lights on and the music enjoying,” says Holmes.

Danika & the Jeb Patreon landing page.

Email is the lifeline that connects with their viewers.

Using electronic mail advertising, Danika & the Jeb ship their viewers updates on their music and behind-the-scenes life. “AWeber and electronic mail grew to become our primary and greatest approach to be in contact with our viewers,” says Holmes.  

Email featuring behind the scenes image.

Email helps them clarify what patrons can count on since this new on-line actuality is new to each creators and audiences.

Email of Danika & the Jeb first post on Patreon.

Email helps them promote greater than music.

Danika & the Jeb moved their whole enterprise on-line: attire gross sales, an internet guitar course, and customized guitar jewellery created from strings from an precise efficiency. They use AWeber to introduce their viewers to those distinctive choices to drive income.

Email showing Danika & the Jeb's retail products.

Tools to pivot shortly.

Danika & the Jeb wanted instruments that had been easy and fast to make use of so they may begin producing earnings shortly. “We launched our Patreon shortly, inside the first week after this occurred,” says Holmes. 

They determined to go along with a donation ‘pay what you may’ mannequin. Everyone will get the identical entry regardless of their donation degree. Danika & the Jeb acknowledged that they weren't solely ones who misplaced earnings. “We didn’t need individuals who want music of their lives to really feel like they couldn’t afford our music,” says Holmes.

Re-engaging sleepy subscribers.

Though Danika & the Jeb have been with AWeber for over ten years, they reevaluated their electronic mail technique by reengaging with subscribers who hadn’t opened any of their emails shortly.

They launched a re-engagement marketing campaign to those that had not opened an electronic mail previously 6 months to higher perceive who their really contacts had been. Some of the folks they contacted reached out and requested them to make use of a unique electronic mail handle. 

Related: How to Create a Re-engagement Campaign

“The general proportion of these inactive subscribers that turn out to be energetic was low. But the standard of the subscribers who re-engaged with us was excessive,” says Holmes.

Here is likely one of the re-engagement emails that Danika and the Jeb despatched out.

Danika & the Jeb re-engagement email.

Related: What to write down in re-engagement emails.

Using the whole toolbox.

Danika & the Jeb wished to make it extra apparent how to enroll in Patreon. So they used AWeber’s drag-and-drop electronic mail builder and cut up testing capabilities to optimize their electronic mail advertising.

Related: 6 Email Split Tests You Can Set Up in 1 Minute

They discovered including a button and testing button colours made an enormous distinction of their engagement.

Danika & the Jeb email highlighting using a colored button.

First impressions matter. 

Danika & the Jeb love AWeber’s automated electronic mail campaigns. As quickly as a brand new particular person joins their record, they instantly get an electronic mail thanking them for signing up.  

The electronic mail consists of simple methods for the brand new viewers member to attach and interact with them, together with:

Social hyperlinksPatreon linkOnline retailer hyperlinkTheir canine’s Instagram account.

“I really like the autoresponder function. It is simple to arrange. You don’t need to be an knowledgeable,” says Holmes.

Danika & the Jeb autoresponder email.

Connecting with folks in new methods.  

Danika & the Jeb are musicians first. But in addition they love information. AWeber’s analytics and reporting options assist them to grasp their viewers higher and what content material they like. 

“I really like going to the printed web page and seeing how many individuals have opened every electronic mail. It helps me be taught what topic strains work and what ones don’t,” says Holmes

Unlike social media, AWeber lets Danika & the Jeb know when persons are viewing their emails.

Creating a multicultural group. 

The on-line reveals constructed a multicultural group of core supporters that by no means existed earlier than. Previously,  folks got here collectively from a selected geographic location to see Danika & the Jeb’s in-person reveals. Now, folks from South America, Europe, New Mexico, Florida, Ohio, and all around the world can pay attention. 

“There’s no different state of affairs the place all of these folks would have been collectively without delay. They all chat with one another. It’s making a multicultural expertise for us, too,” says Holmes.

Chat messages between Danika & the Jeb and their audience.

Audience members’ pets want music, too. 

Danika & the Jeb like to obtain pictures of individuals’s pets watching their on-line reveals. 

Holmes even highlighted a few of her favourite ones in a current electronic mail mentioning that her viewers is getting “fluffier.”

Email featuring images of pets sent in by fans of Danika & the Jeb.

Sharing the intimate aspect of the songwriting course of.

For the primary time of their lives, Danika & the Jeb are sharing their songwriting course of, from begin to end They need their patrons to expertise extra than simply watching a music carried out on-line. 

“It’s a deep dive into the artistic course of behind the music. Some of the content material is unique solely to Patreon members. Other content material, Patreon customers will see first, after which a month later we launch to everybody on our AWeber electronic mail record,” says Holmes.

Notes showing inspiration of a Danika & the Jeb song.

The AWeber distinction.

Danika & the Jeb have been with AWeber for over 10-years. Email has all the time been an vital factor in constructing relationships with their viewers.

But Danika & the Jeb are musicians, not electronic mail specialists. If they ever have a query, they attain out to the AWeber Customer Solutions group. 

“Holy cow. You guys have the best customer support ever. They’re so affected person. Nobody’s ever handled me poorly or made me really feel dangerous about not realizing sure issues. I really like that I can get an precise human. That’s superb,” says Holmes.   

Connect along with your viewers and begin rising your electronic mail record at present!

In your AWeber account, you’ll get every part that you must develop your individual enterprise on-line — together with join types, newsletters, touchdown pages, and entry to our award-winning buyer options group. 

Start your 30-day free trial at present.

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