While social media continues to dominate the focus of online marketing discussions, there is no question that email has, is, and will continue to be the key to success for musicians. With a strong email list and a proper email marketing strategy, comes long-term success.
Entries in Email (18)
This article originally appeared on the Sonicbids Blog
The internet has allowed artists to reach millions of fans and grow their careers with a click of a button. While, for some, the web has been a boon for music promotion, many musicians make pivotal online marketing mistakes that prevent them from breaking out and building a successful career. Here are four of the most common mistakes to avoid.
Most music writers will agree: we get way too many press emails to actually read every single one. In fact, some are never opened. What can you do to make sure yours is seen? How can your band stand out in so thick a swarm?
Honestly, there are tons upon overwhelming tons of unread emails from publicists in my inbox. My freelancing schedule falls somewhere between part- and full-time, and I always say I’ll make time to read every one – but there are days when the best I can do is skim the subject lines. It’s unfortunate; a lot of music I’d probably love is overlooked entirely or discovered too late to for a story to make sense.
Question: which is more important: Facebook or email?
Believe it or not, your email is not only more important than Facebook, but also any other social network. Email marketing has been shown to be as much as 40 times more effectivethan Facebook and Twitter combined.
So it is the most important marketing tool you have to keep in touch with your fans, and to make more money for your music career.
Releasing mixtapes are an important part of your career. It’s one of the moment that your handwork and patience is put out in the world and into the hands of your fans. It’s exciting and for most artists it’s rewarding. However, with all of the excitement, it’s easy to only focus on your mixtape release and forget about promoting it.
It’s deliciously tempting to ignore everything and obsess about getting more fans.
It’s natural to want more fans. It’s not even a bad thing.
But what if you aren’t getting the most out of your current fans? Is getting more fans going help?
It’s easy to think that more is the answer. We do a simple math equation…
- More fans = more people to sell to
- More fans = more people to fill a venue (and venue owners like that)
But adding more fans isn’t always the answer.
Somebody always has something that you want.
- Better distribution methods
- A particular person’s contact info
- Knowledge you want to have in your brain
It’s just a matter of getting access to it. For me and lots of other independent artists, emails are the most efficient way to go about this, and this one email in particular has opened a lot of doors.
When emailing a band’s management for the first time, you only have a few chances to get our attention. Mess that up, and your email is lost.
Below is a list of common mistakes and pet peeves from years of receiving emails, along with suggestions for ways to improve your communication to people you do not already know. Reading this will increase your chance of the support slot, or the desired response you hope for.
Remember, we are all people, trying hard to share music, just like you.
If you know anything about marketing, you already understand that having a growing email list of fans can be your most powerful promotional asset. But, like any good tool, you have to know how to use it.
One of the great challenges with email is getting people to open and read your messages. It’s not the end of the world if your fans see your emails pop up in their inboxes but don’t have the time to open them. At least they see your name and are reminded of who you are.
But your real goal is to motivate fans to open your emails and further interact with you. So how do you do that?
I would love to take it as a compliment that so many bands send me email asking me to check out their music or come see them live. It should mean I’m important. Instead, I disregard most of it as spam.
Mile-long emails telling me about how so-and-so is the next hot artist blowing up all over my face. New album press releases that assume I have 40 minutes to spend learning all about how some artist “grew up in the poorest regions of such and such area before ‘rising to fame’”. It’s all hype that makes no sense given that you have only 80 fans on Facebook.
What is most annoying about these emails is that they’re not even addressed to me. They’re sent to the Earbits customer support email address, and have clearly bcc’d the rest of the world. Sometimes, they’re not even smart enough to do that, disclosing hundreds of email addresses to everybody else on the list. These untargeted, long-winded marketing pieces are lazy, in some cases costly, and completely pointless. Stop sending them.
I live in my inbox. Don’t you?
It’s like this. I sit down at my computer, or I pick up my smartphone. First thing I do? I check my email. There I go. I just went into my inbox. I’m at home and I’m greeting people or sending them away.
I like to keep my inbox clean and tidy, just like my real home. Okay, there’s a bit of dust and some dirty socks kicking around. But generally, I keep the place in order because I live there.
I was thinking recently about what to write about next, and lo and behold, this beauty arrives in my inbox. I don’t know why I was on this email list, as I never signed up for anything of the sort. This alone annoyed me. Yet, in any case, the subject immediately caught my attention.
Your email list is one of the most powerful marketing tools that an artist or band (or a business or brand) can have. Recently some data courtesy of Dan Zarrella and Pure360 has shown that there is a definite science behind the timing of sending your emails, just as there is for posting on Facebook and Twitter. Here are some tips and tricks for getting your email timing just right.
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(Updated January 13, 2016)