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This is a continuation of our last guide How To Build A List For Musicians. In that guide we looked at why you need to start building a mailing list for yourself as a musician, and how you can get started on doing that asap.
In this guide however, we’re going to look at what you should be doing once people are on your list. After all, there’s no point having 1000 people on your list if you never talk to them right?
The solution? Email marketing. Yes it has the word ‘marketing’ in it, but it’ll be the kind of marketing your subscribers will thank you for and have them begging you for more.
So, let’s get right into it.
What Is Email Marketing When It Comes To The Music Industry?
Email marketing is the process of communicating with the list of subscribers you are building up. You will be doing this by sending them emails, and keeping them informed with interesting information and goodies related to your music career.
You’ll want to keep your email subscribers happy, as with a strong mailing list, you effectively have an army of fans you can communicate with at any time. As with any army though, you need to make sure you keep their respect, communicate with them clearly and regularly, make them feel valuable, and essentially keep up their motivation about your cause.
Once you’re all on the same page and you have a lot of people signed up to your list, you will be in a very powerful position.
How To Communicate With Your Mailing List
To make your mailing list work, you’ll need a way to communicate with the people that join. It’s no good sending out emails on your Hotmail or Gmail account, they simply aren’t designed for the amount of emails you will need to deliver as your fan base builds up. Instead, you need specially designed internet marketing software that will do the job you need.
The top rated email marketing software at the moment is Aweber. I currently have both an Aweber and Mailchimp account, but if I was to go back and choose just the one, I would go with Aweber.
Aweber not only allows you to send mass emails to the subscribers on your mailing list at the click of a button, it also allows you to see who’s opened your email and what links they’ve clicked inside. This is ideal for seeing which of your subscribers are most responsive to your emails. These people are the ones that will make you the most money and be more likely to promote your music, so take good care of them.
There are a load of other features Aweber has which make your email marketing efforts easier, but you can check their site for the full lowdown.
The Two Methods Of Email Marketing For Musicians And Which I Recommend
As with most things, there’s not just one set way to carry out your email marketing campaign. Here are two of the most widely used methods for communicating with your fan list:
- Build up a relationship and a bond of trust with your subscribers, or
- Keep messaging them until they either buy from you or unsubscribe.
I personally suggest you use the first option, and I’ll tell you why. If you want to do well in your music career, you need to build up traction. You need everyone getting behind you and supporting you at key stages of your career, and you need a strong fan base to make this happen.
If you build up a relationship with your mailing list subscribers and get them on your side, this could turn out to be a large number of the people that will support you in your times of need. Yes you will make sales from them along the way, and yes they will be helpful for other things too. But if you can use your list to say all tune into the launch of your video and vote for it, or to request your song on a popular radio station, this will be a lot more valuable then a quick sale in the long run.
So aim to keep people on your list for the long term, and make sure you send them interesting news so they carry on opening and support you when needed. People power is all important in your music career, so make sure you get the fans on your side!
What Should You Email Your List Subscribers?
Ok, let’s look at what messages you should be sending to your subscribers. The important thing to remember when email marketing, is people aren’t going to stay interactive with you if you don’t send them anything interesting. If you only ever email them to say that you’ve released another song, people are going to get bored of you and end up unsubscribing from your list very quickly. Worse yet, they may even mark you as spam.
It’s because of this that you need to vary the messages you send out, and make sure you’ve always got what your subscribers want on your mind.
Some emails you could send out include:
- A Story And Links To Your Website.
A good thing about your list is that you can use it to direct people where you want. Just posted an interesting article on your website? Then tell your list about it! Just be sure to include personalized and friendly text in this email to get people’s attention.
- A Free Track.
While you won’t want to do this too often (It can make your music seem cheap), you may want to send out a free track to your subscribers once every month or two. This’ll be a nice way to say “thank you for staying on my list”, and will remind them that you still exist and continue to make good music.
- Updates Before Anywhere Else.
If you make it clear that your subscribers get all your most important information first, people will be more likely to subscribe. Just be sure to really send the news there first.
If you ever have a competition to run, why not run it to your list first? Once again you are rewarding people for taking that next step with you, and giving them a reason to stay signed up to your list.
- Insider News And Media.
Another good way to keep people on your list, is to give them exclusive news and goodies that can’t be seen anywhere else. It’s not just a case of them hearing news first or getting a first listen to your song, it’s case of “If you’re not on the list, you’ll miss out for good”. Once again, this’ll help keep subscribers and get more people to sign up.
This is just a small list of the types of emails you can send, the possibilities are limited only by your imagination. The main thing is it stays interesting, so have a think about what your subscribers are really going to appreciate and thank you for.
Ok, so no email marketing for musicians guide would be complete without looking at how to make money from your list…
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P.S. Remember though, none of what you've learned will matter if you don't know how to get your music out there and make people WANT to hear it. Want to learn how to do that? Then check out our free music marketing ebook here.