So you’re thinking of embracing email marketing but don’t know where to start.
Where setting up a social media profile seems to be intuitive, email lists seem a little more foreign.
Once you start playing around with them you will realise that they are still built around the same premise.
The more engaged your followers, the greater the return you will see.
So like with Facebook or Twitter, the more engaging your updates, the more likes, comments and share you will receive, with email the more engaging your emails the greater open and click through rates you will receive.
So how do you make your emails more engaging?
I’m going to leave this to Seth Godin to give you some rules on sending emails.
Seth Godin’s Email Checklist
Firstly, you shouldn’t add people’s email addresses to your list. Instead send them an email with a link to sign up to your list.
There is no value in having someone on your list that isn’t interested in being there. If you are hiphop act there is little chance that a hardcore metal fan is going to want to join your list. Don’t ask them, it would take less effort to find hiphop fans to promote your list to.
Don’t invite people to join your list and then not email them for 6 months. They will have forgotten why they are on your list and won’t open your emails.
Think about what your readers want to read and don’t send then irrelevant emails.
If every email you send is about asking people to buy then your open and click through rates will go through the floor. Be a human and start a conversation.
So now you have some guidelines…
But don’t make the mistake of adding them without their permission. Instead send them a link to a sign up form and ask them to join.
A free download of a song or video. Better still offer an EP or Album.
Have a sign up widget in your sidebar and on your bio page.
When you’re on stage and you have their attention, ask them to sign up for your newsletter and pass around a sign up form.
Offer a signed copy of your latest release or a couple of tickets to one of your gigs. If you get booked to play a popular festival you could buy tickets for that festival and offer them as a prize.
Like your music, your newsletters need to be both intriguing and relevant to your fans. If your e-mails are dull then your fans will inevitably stop reading them.
Find bands in your genre with a similar size mailing list and promote each others lists.
Entice hardcore fans to promote your music by offering exclusive content and products.
Link your Twitter profile to your offer page and tell new followers about your offer.
Add annotations to videos and place a link in the first two lines of your video’s description.
From Instagram to Google+ to Pinterest. There are many possibilities to gain new subscribers. Keep to the sites you are comfortable with or you’ll waste your time with little return.
This way their readers can sign up from within their blog post.
A simple one-page mobile optimised site, which can be linked to using QR codes, SMS or simple web link.
Creating a series of automated emails that get sent to new subscribers in the first two weeks of joining your list, will make them more engages and they will be more likely to share your content with others.
Facebook is very cost effective and and be used to boost email signups with the right ad.
The more of these you use, the sooner you will start selling out venues. The most important one on the list is collecting emails at gigs. Think of how many people you will play to over then next 2 years and how great it would be if you could email them to tell them that you will be playing again in their area.
Have any other ideas for building your list? Share them in the comments below.