Top 20 Email Marketing Tips for Musicians today
Label owners and producers understand that marketing is pivotal to the success of their music. Despite their artistic orientation, singers, songwriters, and bands are responsible for marketing their music to reach broader audiences and increase sales.
Social media marketing (Facebook and Twitter) is common among producers and musicians for interacting with their fans. However, none of these methods converts as much as email marketing.
Email has a higher conversion rate and ROI compared to Facebook and Twitter. Marketing research indicates that email marketing has an average ROI of 122%. This ROI means that for every dollar you invest, you earn an average revenue of 38$.
Imagine what such returns mean for your music business. When using email to market your music, the conversion rates are higher. People are likely to make more purchases through email prompts than through Twitter or Facebook.
Lead generation is one of the leading benefits of email marketing. Email marketing increases relevant traffic to your website. Traffic generated through email market is often high quality and likely to make sales.
The effectiveness and success of your email marketing campaign rely heavily on how well you implement your plan, build a mailing list and keep your subscribers engaged, interested and loyal to your band.
To get started on email marketing, you have to have the email addresses of fans and potential customers. A mailing list is the first step towards engaging your potential customers and fans.
Email marketing is an affordable promotion method that musicians can handle themselves with a little guidance.
Top 20 Tips to Take Your Marketing to the Next Level
1. Set Your Marketing Goals
Email is a powerful marketing tool which when used correctly will create a strong brand with a loyal fan base. To release the full potential of email marketing on your productions, you need clearly defined marketing objectives. Setting goals for email marketing guide your actions when building a solid email marketing campaign.
Whether your goal is to increase sales, traffic to your website or to increase the number of attendees to your concert, describing them clearly equips you to create targeted, high-performance and engaging content to your subscribers. Producers engaging in email marketing can align their goals with those of the company.
2. Build a Mailing List
Building a mailing is crucial to your marketing as it provides you with direct access to your fans’ inbox. If you do not have a list of subscribers, you can build a mailing list through a subscription form on your website, through social media, using Bandcamp and offline during concerts.
You can provide freebies in exchange for personal email addresses of your fans. Discounts and compelling content increase the likelihood of more people subscribing. Alternatively, you could leave your autoresponder email on promotional materials and on album liners with a call to action for interested parties to register for your mailing list.
3. Decide on the Type of Email Campaigns You Want to Use
Email marketing campaigns come in different forms including announcements, newsletters, event invites and marketing offers. Newsletters are ideal in maintaining contact with existing subscribers. Marketing offers are suitable when introducing new music pieces for sale or when offering discounts with the goal of driving sales.
Event invitations inform your subscribers about upcoming events and a call to action for them to attend. Announcements make the audience aware of new music to be released or already released and to share any relevant information such as the progress of a live event.
Depending on your marketing goals, you can use more than one strategy for each objective. The goal is to use the most effective for the best results.
4. Create Your Campaign
Creating an email campaign nowadays is an easy task thanks to email builders such as Aweber and MailChimp. These tools allow you to keep track of mailing list and send bulk messages simultaneously. They are helpful in removing contacts that have been inactive for long, which creates room for newer, interested subscribers.
Email marketing platforms have different payment plans depending on the number of subscribers you have and the number of messages you send per month. Choose one that fits within your budget and upgrades as your sales increase.
5. Structure Your Content for Readability
Readability of your content is crucial if your email marketing is to convert. Start by writing short and informative headlines to capture the attention of your fans. Incorporate text with visual aids to explain your message. Visual aids such as pictures and videos make your email more memorable to your audience.
Include as much white space as possible in your emails. Spacing work makes it easier for users to scan the content. Use short paragraphs and sentences as opposed to large chunks of information.
Preferably, communicate your message in the fewest words possible. You can do this by using bullet points and exclude unnecessary information. Finally include a call to action to prompt your fans to click through, say to watch your newly released music video.
6. Segment Your Audience
Segmentation means grouping your subscribers depending on their interests. Some subscribers require updates of new music releases, promotional products, geographical location, age, upcoming concerts, and events or general information about a particular music genre.
By categorizing your subscribers, you can quickly send relevant and targeted emails, which translates to increased sales and satisfaction for the fans.
You can segment users using the information they provided when subscribing or by subscribing by segments. You can create segmented subscription lists based on the information the user is looking for. For example, when one searches for “upcoming concerts in Los Angeles” you can segment the user by providing information related to concerts and Los Angeles.
7. Create Personalized Content
Personalization is a critical element of email marketing. Make your fans feel like you are addressing them directly. For example, instead of addressing your subscribers as “Dear subscribers” use their name say “Dear Neil.” After addressing them by name, send information that is directly relevant to their interests. Fans are more likely to respond positively to messages that related to their interests.
8. Keep your Brand Consistent
Consistency breeds trust. In the music industry, label owners, producers, bands and singers require a consistent brand. You can establish consistency through the colors you use, fonts, buttons, and style. This way, your fans know who you are on your website, social media and in your emails. They can, therefore, trust you and your brand.
Trust increases your credibility and ultimately your conversion and sales. Sending regular emails to your reader is important. If you send one email per week, maintain the habit to avoid disappointments in your fans. Inform your subscribers of changes you intend to make beforehand.
9. Optimize for Mobile
About 40% of email users access their emails on mobile phones. Optimizing your marketing emails across all devices makes it easier for your subscribers to engage with the content and click through, which translates to more conversion. Optimization includes using readable fonts, using smaller images to reduce loading time and adequate spacing.
10. Time Your Email Campaigns Strategically
Working in the music industry requires an events calendar where you plan song releases, concerts and shows. Similar planning is necessary for a successful email marketing campaign.
Send enough content to your subscribers to keep them engages and interested without tiring them out. You can send your emails daily, weekly, bi-weekly or monthly. If you are unsure about the frequency, ask your subscribers to edit their preferences.
11. Do Not Be Too Promotional
While you want to sell your music, have more people attend your concerts or purchase any material you are selling, too much promotional material will lead to too many unsubscribes. Balance your content by sending less promotional material. Instead, share your experiences as a musician, songwriter, band, producer or label owner. You may share personal experiences with your subscribers including funny off record videos. This way, you will increase the interaction between yourself, your brand and your audience.
12. Send Valuable Emails
Your subscribers are more inclined to read messages that add value to them. Marketing is not about promoting your products. People want to learn about your music, the industry, and advice. Study their preferences and requirements of your subscribers to determine what information they find valuable. Whether you are promoting your music, advertising a concert or giving general information, make sure it is well written, informative and timely. You can also give your subscribers access to limited edition and premium musical material you are having. Let them feel valued.
13. Try Different Ideas
Marketing varies from one musician, label, producer or songwriter. Each one uses various tools to maximize sales and achieve their marketing goal. Try out different ideas along with your journey. Experimenting with different ideas will help you identify strategies that work for your particular music and audience. Incorporate as many winning elements as possible to increase your return on investment.
14. Automate Your Email Campaign
When you have a large subscription list, it is impossible to send a welcome message to all of them. Sometimes you may be away and cannot respond to emails. An autoresponder helps you manage these tasks efficiently. You can use email autoresponder tools to send welcome messages to new subscribers, to sequence the emails you send, and to inform users of promotional products. Your autoresponder messages should be well designed keeping in mind personalization, great subject lines, and relevance. Regularly evaluate your autoresponder messages for their conversion rates.
15. Use Killer Subject Lines
Subject lines determine whether your emails are opened or not. An intriguing subject line guarantees that your subscribers will open it. The subject line grasps the attention of the user, enough to make them want to read some more. Accompany your subject line with a relevant and well-written copy. Poor content will disappoint your readers, and when this happens regularly, they may unsubscribe. Experiment with various subject lines until you learn which works well with your audience.
16. Interact With Your Fans
Interaction with your music fans is essential. Send them exclusive messages, interact through social media, snippets of your life behind the scenes, share your songs and videos and asking for feedback. Feedback lets you know what people are saying about your songs, videos, label, and albums. Positive feedback can be used as a further marketing tool. However, before you publish someone’s email to your, their tweet or Facebook post, make sure you ask for their permission. Maintain regular interactions with your fans before and after shows or concerts.
17. Remove Inactive Subscribers
Sometimes, subscribers may lose interest in your music, change their emails or fail to interact with your emails for a long time. While marketing via email, it is good to keep track of your subscribers’ activities. Remove those that have been inactive for a long time typically six months or more. Ideally, you may ask them to update their preferences regularly or ask them whether they are still interested in receiving your emails.
18. Protect Your Subscribers’ Emails
Email addresses are personal to their owners. It would help if you did not spam them by sending unrelated content you had not promised when they gave you their address. These email addresses should not be published either.
19. Call to Action
A call to action is a final prompt that requests your reader to take a particular action. A call to action should use strong command verbs such as ‘get,’ and emotive words that provoke enthusiasm. For example, when encouraging your subscribers to buy tickets, you may say, “Get your ticket today at (website link).” Get creative with your call for action and include statistics where possible. Exploit people’s fear of missing out to encourage purchases and click through.
20. Monitor and Evaluate
Regular monitoring and evaluation are crucial in the achievement of your email marketing goals. Email marketing platforms provide you with information on the traffic and click through generated from your email newsletters. An analysis of these will help you keep track of results generated from each marketing strategy. These results are essential in helping you improve how you market your music through email.
Whether you are a songwriter, a singer, a label owner or a producer, understanding the fundamentals of email marketing is crucial to the success of your music. Build a website so that you can showcase your products, include a subscription form to generate a mailing list and offer benefits to your fans in their emails. Now that you have the 20 tips you require to kick-start your email marketing, promote your work and create value for your fans.