Email Marketing for Musicians: A Practical Guide for 2021

In a world the place a whole bunch of musicians appear to explode in a single day and 1000's extra are nonetheless ready for a giant break, what everybody wants is a steadily rising base of loyal followers. They present help and are what retains most acts going.

But how do you construct and nurture extra profound relationships with followers? Especially now, when reside concert events and meet-ups are usually not a risk? The quick reply is electronic mail.

I made a decision to put in writing a fast information to electronic mail advertising and marketing for musicians after many conversations with trade consultants, artists, bands, producers, and their advertising and marketing managers. Whether simply beginning out or very skilled, all of them appear to agree that electronic 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 electronic mail advertising and marketing for musicians.

Table Of Contents

Email advertising and marketing suggestions for musicians

How do you electronic mail as a musician? It’s much like how different manufacturers do it – comply with the easy fundamentals and let your expertise and charisma shine by way of.

Here’s a fast Four-step electronic mail advertising and marketing information for musicians:

1. Build and develop an electronic mail record

The very first thing you have to to start out electronic mail advertising and marketing campaigns shall be an electronic mail record. There are just a few methods to construct one and mixing them shall be your finest wager. You can supply your followers a lead magnet – one thing in return for signing up. A great 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 offers you their electronic mail in trade for the outcomes.

You can promote your mailing record like a product, and even use the magic of paid advertisements and social media to achieve e-newsletter subscribers. See our information to Building an Email List from Scratch to be taught how one can develop your record in 9 straightforward steps.

Signup types

To accumulate 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 electronic mail record, like getting updates, tour dates, merch coupon codes, and so on. My recommendation can be to gather solely the essential information, like title and electronic mail, as extra difficult types might sound intimidating at first. Here are some examples of artists’ signup types and what occurs after you enroll.

A popup on Jacob Collier’s web site.

Above is an instance of a signup popup from Jacob Collier’s web site – the headline is inviting and the shape is easy and quick. Right after you subscribe, you get a welcome electronic mail that could be a really useful good gesture to say ‘hello’ to your followers. Sending such an electronic mail could be very straightforward to arrange, with the assistance of selling automation. The topic line was “Welcome to the Jacob Collier household!” and right here’s the way it seems:

A welcome email from a musician.A welcome electronic mail from a musician.

Below is an instance of a signup type from Lawrence, a NY primarily based band:

Example of a band's subscription form.Example of a band’s subscription type.

The type is a bit longer, however filling out the fields along with your location is non-compulsory. The type’s copy even states the aim of accumulating information with the subscriber’s location – to obtain location particular bulletins. There’s additionally a consent subject which reassures subscribers they'll simply unsubscribe at any time.

There are many information safety legal guidelines all over the world, and a easy solution to be sure to’ve obtained the subscriber’s full consent to ship them electronic mail updates and retailer their information, is to ship a affirmation electronic mail. Here’s the way it seems:

Example of a confirmation email.Example of a affirmation electronic mail.

Read extra about affirmation emails right here: Confirmation Email Templates – 12 Examples + Tips

Social Media

Social media presence is just about important today for any musician or band. It permits you to achieve publicity, have interaction with followers, get new alternatives – you get the gist. You also can make the most of the platforms for constructing an electronic mail record. And right here’s how:

If you supply any additional content material that may be gated (requires signing up), market it in posts on Twitter and Facebook.

Add CTAs (call-to-actions) like “Sign up” the place you possibly can – in your YouTube video’s descriptions, Instagram bio, and so on. Link them to your web site or touchdown web page with an electronic mail singup type. You can use 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 electronic mail deal with to take part. (Remember to comply with acceptable guidelines for contests and giveaways.)

Take benefit of lead-generating Facebook Ads, appeal to 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 embody a line or two in your script the place you describe the advantages of becoming a member of your record. An finish display screen with a hyperlink would even be an ideal thought.

2. Prepare your emails

You now have a listing of people that need to get emails from you/your band. What’s subsequent?Well, the following step is crafting your first electronic mail marketing campaign. There are, in fact, a whole bunch of the way you possibly can have interaction along with your followers by way of electronic mail, so let’s go over the most well-liked varieties of electronic mail for musicians.

What varieties of emails can musicians ship?

These are the most well-liked emails musicians can ship:

NewslettersNew music/ music video/ merchandise announcementGig or tour datesAlbum pre-sale infoAutoresponders, order affirmation/ detailsetc.

There are additionally automated electronic mail sequences that you could arrange beforehand, like welcome emails.

Read extra: 30+ Automated Email Responses

Announcement emails

The ‘announcement’ kind of emails normally requires the least quantity of effort to create, particularly when you've got all of the belongings prepared (like graphics and quick copy). Upload them into an current electronic mail template and also you’re good to go!

You can 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 learn about it. The most engaged followers love being the primary to listen to about your new releases, and extra subscribers will come by way of word-of-mouth promoting.

Example of an email announcing the release of a music video.An electronic mail from Billie Eilish asserting the discharge of a brand new music and video.

If you accumulate information in regards to the subscriber’s location, once you announce gig or tour dates you possibly can arrange an automatic electronic mail marketing campaign that first reveals the massive information after which sends reminders that you just’ll be enjoying of their nearest venue quickly.

Many common music distribution platforms, like CD Baby, supply album pre-sales on iTunes or Amazon Music. There’s additionally an choice for an ‘Instant gratification monitor’ which lets individuals buy or stream one monitor throughout the pre-order interval, whether or not or not they pre-order the complete album. You can use this function and ship out emails that share the information or hyperlinks to streaming companies.

Example of an email encouraging a pre-order.An electronic mail from Billie Eilish encouraging a pre-order of a brand new album.


Newsletters provide the most freedom relating to the content material you ship. In a e-newsletter you possibly can share any information, updates, behind-the-scenes footage, tales, movies, photographs, interviews, and so on. Share the unique content material to make your viewers really feel like VIPs. Newsletters are additionally an ideal alternative to earn cash – sprinkle some call-to-actions within the electronic mail, like ‘purchase tickets’, ‘purchase merch’, and even ‘stream our new single’.

The instance under is an electronic mail from Billy Strings. In 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 on. The electronic 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 help them much more.

Example of a music newsletter.Example of a e-newsletter from Billy Strings.

The key to success with newsletters is being constant – not solely with the tone of voice and branding. Send emails like these at the very least as soon as a month to remain on individuals’s minds.

No additional content material and no huge bulletins? No huge deal. Share enjoyable tales from rehearsals or ask your subscribers to share their tales with you. Maybe you’ll function these in your subsequent e-newsletter?

To be sure to design nice emails, learn Email Design Best Practices for 2021.

three. Set up your first marketing campaign

As I briefly talked about earlier than, you don’t should ship each electronic mail your self – most campaigns you possibly can automate. It’s all because of advertising and marketing automation.

Marketing automation is a really highly effective instrument that makes electronic mail advertising and marketing a breeze. Basically, it’s connecting actions and their triggers right into a workflow that, after setting it up, will do all of the be just right for you (so you may have extra time to play your music).

Read our Guide to Marketing Automation to find out how workflows work and what you should utilize them for.

For instance, you possibly can ship welcome electronic mail collection. Let’s say somebody visits your web page and indicators up. Set up emails which might be despatched out each week after the signup the place every of them gives content material that introduces you piece by piece to your subscribers. Offer enjoyable actions and alternatives in order that your followers can persistently have interaction with you.

You can use advertising and marketing automation to attain the engagement, tag and section individuals to ship them extra personalised campaigns. Also, use automation to ship buy particulars should you supply merch. Want to want comfortable birthday to every of your followers? You can do it robotically.

Here’s a tremendous instance of an electronic mail from automated electronic mail collection:

Example of a music automated email.Billy String’s superb e-newsletter.

The electronic mail is a 3rd electronic mail from an extended sequence – the collection was set as much as supply followers a possibility to purchase a brand new, distinctive, limited-edition poster design each night time of the tour. They give a secret, subscribers-only hyperlink and a secret password, and the supply is offered for 30 minutes solely.

The solely 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.

Four. Measure your outcomes

To keep in command of how properly your advertising and marketing efforts work, it's good to measure the outcomes and tweak the e-mail campaigns accordingly.

Luckily, the stats are normally self-explanatory and simple to know. Some of an important metrics and KPIs to your campaigns embody:

Email open rateClick-through rateClick-to-open rateBounce rateUnsubscribe rateDeliverability rateSpam criticism rateAverage income per electronic mail despatchedEmail marketing campaign profitability

Compare your outcomes and information with the e-mail advertising and marketing benchmarks for the Arts & Entertainment trade. If you’re not happy, it’s time to take a deeper take a look at your electronic mail record and campaigns to see why your charges look totally different. You can, for instance, A/B check the emails you ship to see what performs higher and stick to 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 electronic mail advertising and marketing?

If you have already got a presence on social media, streaming platforms, and so on., and handle it your self, you’re most likely questioning, “Do I really want to do extra? I’m a musician, not a marketer!” It’s a standard thought, and it’s comprehensible. However, electronic mail advertising and marketing advantages outweigh the fee and time it takes to arrange electronic mail advertising and marketing campaigns.

Let’s rapidly undergo what makes electronic mail the best choice of communication for artists.

1. Creating campaigns is tremendous straightforward

You don’t have to be an professional in coding, advertising and marketing, design or copywriting to ship nice and efficient emails. All you want is sweet electronic mail advertising and marketing software program that gives you with numerous choices. Ready-made templates, drag-and-drop editors, and options like autoresponders shall be a lifesaver. You simply decide a template, add your personal photographs, colors, a little bit of copy and also you’re good to go!

Similar to creating emails, establishing automated campaigns and automatic electronic mail sequences is easy, particularly should you use premade templates.

Drag and drop editor in GetResponse – gif.Drag-and-drop electronic mail creator from GetResponse.

2. The Return on Investment is insanely excessive

Email advertising and marketing’s ROI (Return on Investment) is the very best amongst all advertising and marketing channels. In 2019, a examine by DMA confirmed that electronic mail’s common return on funding is 42:1. So, for each greenback spent on electronic mail advertising and marketing, statistically you possibly can earn $42.

It’s a statistical common, however you possibly can monitor your ROI if it’s under common and see what works in your campaigns and what doesn’t. Important elements that have an effect on the outcomes embody the standard of your electronic mail record and content material, the decision to motion you present and the design and duplicate of your electronic mail.

The value of professional electronic mail advertising and marketing software program is low and most platforms, like GetResponse, supply totally different plans for various record sizes that accommodate your wants. You also can check and follow creating campaigns free of charge on software program that provides free trials.

See The Ultimate List of Best Email Marketing Services in 2021.

three. Email is common and private

Email is probably the most common channel you possibly can make the most of. Four billion individuals use it, there are 7 billion electronic mail accounts, and 95% of shoppers test their electronic mail each single day.

Social media platforms come and go, however electronic mail? By this level, electronic mail appears nearly untouchable. It’s protected and important to create any accounts on the Internet. (So, to have a TikTook/Instagram/Facebook account to go and comply with your favourite creator, you want an electronic mail.)

We test our emails, as a result of they’re private. They seem as in the event that they have been particularly crafted for our eyes solely. It’s half because of personalization – like utilizing the recipient’s title within the topic line and duplicate – and comparable methods of data-driven advertising and marketing. For instance, “Hi John, did you stream my music at present?”

It’s additionally as a result of we see the Facebook and Instagram posts being preferred and commented by thousands and thousands of individuals after which buried by different posts on the feed. But, an electronic mail lands in our private inbox, like all private message despatched by a buddy or colleague, and we are able to learn it (and have interaction with it) anytime, anyway we wish.

Four. Full management over the medium and viewers high quality

Email offers you limitless alternatives relating to presenting your model as a musician. No restrictions for the format, like it's on Instagram. No character restrict, versus Twitter. You can place a number of hyperlinks in your content material, not like on TikTook.

Also, aside from following easy guidelines to not land within the spam folder (no one needs that, anyway) and regional legal guidelines relating to accumulating your subscribers information, you don’t have to fret about ever-changing social media insurance policies. Or, a couple of social platform merely being taken down.

Many musicians, particularly newcomers, concern going viral on social media for all of the flawed causes – like dozens of hateful feedback by nameless trolls. That’s fortunately not a factor with electronic mail.

That brings me to my subsequent level – you management the viewers high quality. When accumulating emails you possibly can goal a particular viewers, your fan neighborhood. Every one who subscribes to your record needs to be there. That’s the help you want!

If you’re dissatisfied along with your contact base, sustaining record hygiene and record administration are just some easy additional steps to take to make sure the standard of your viewers.

5. It’s rather more than simply emails

When utilizing on-line advertising and marketing software program, you are able to do a lot, rather more than ship electronic mail campaigns. Doing it doesn’t require more cash or extra of your time you could possibly spend enjoying music.

Take GetResponse, for instance. You can create complicated automated on-line campaigns, combine your account with a whole bunch of apps, construct web sites, monitor your web site visits, create paid advertisements, and extra.

You may even host webinars! As a musician, you possibly can host personal Q&A periods with followers, play small ‘secret concert events’ or educate your proficient fellows what you’ve discovered in regards to the leisure enterprise all through the years.

You can simply promote your music information with software program like GetResponse. Take Alex Terrier, for instance – a jazz musician who gives on-line music programs to nice outcomes. See his case examine right here.

If you need to check all of the choices your self, join a 30-day free trial!

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