Email marketing is a tool rarely used by artists, perhaps because it is more commonly seen as a business promotion tool. But if you think about, the fact that musicians actually try to market themselves to a wider audience and stay connected with new and existing fans to inform them about new music and events, they are constantly practicing a form of marketing or another. In the grand scheme of things, email marketing is something even musicians will find useful, and especially so in the electronic music world.
With that said, email marketing is not a one-size-fits-all kind of marketing tool. The good thing about it is that it can be tailor-made to suit the different needs of any business or individual. Even for musicians, there are certain aspects of email marketing that work differently from the way marketers use it. And for artists to be able to succeed in these email marketing efforts, one must know these aspects and be able to use them effectively.
Here are some tips on the subject based on proven experience in the industry:
First, make an effort to know your fans and write for them. This is the most important step in building your audience, especially for email marketing.
Second, use actionable language that will make your audience do something you want them to do in the most straightforward manner. It does not have to be too blunt. Just a simple “click here to watch” or ask them to find something in the photo or video you share and post their answers.
Third, stick to the topic or message you wish to impart. It is important to align your subject line with the body of the email. Don’t waste time and word count and get straight to the point. Remember that your audience does not like to waste time on an email that does not seem to go anywhere with its message.
Fourth, add your own personal touch by having a consistent and professional message. Make an effort to address the audience in a fun and informative manner.
Fifth, find your voice and be consistent with it. Avoid imitating others and strive to be an original, so to speak.
Sixth, make your emails a rewarding experience for the audience. The rewards do not have to be anything tangible or monetary. What is important is that it is something that your audience will find valuable.
If you have no experience doing marketing, sending such emails can entail a bit of a learning process. As such, do not be afraid to try and feel free to experiment and see what works best for you. Make use of whatever tools you have available to look at the data regarding emails that were opened or if any links were clicked.
Take advantage of the data to decide what works best for your audience and go from there.