How to energize your fanbase with email in 2019

As a musician, social media will play a huge role in engaging and energizing your fanbase.  But if you’re looking to engage in a more direct way, email marketing is going to be your best friend.

Email gives you unprecedented access to your fans—something you can’t always guarantee with social media. And when done correctly, it’s the perfect way to grab your fans’ attention and keep them coming back for more.

From showcasing your latest album to letting fans know about your next tour, marketing plays an integral role in mobilizing and energizing your fans.

Let’s find out how you can make your emails stand out in the inbox.

Why should you send emails to your fanbase?

As we’ve mentioned, social media doesn’t guarantee you full access to your fans. For example, on Facebook or Instagram, you might have to pay to boost your post. And that’s not to mention how many other musicians and artists are vying for everyone’s attention in the same way, too.

However, once you’ve gathered your fans’ email addresses, it’s far more likely they’ll see your messages in their inboxes.

With email, you can control when you’re sending your messages, how you’re sending them, and what you’re saying. With social media, you’re restricted by the ways these networks want to display your message to their users.  

In fact, the latest statistics demonstrate that 72% of people would rather receive promotions via email, compared to just 17% who prefer to receive them through social media. And an email message is five times more likely to be seen than a Facebook message.

10 tips to engage with fans using email

When done right, emails are the perfect way to inform, engage, and build your fanbase.

But how can you build a successful email campaign that gives you and your music the stage it deserves?

1. Send exclusive emails and newsletters.

You need to make your fans feel as though they’re getting access to exclusive information provided only to your email list. So, from the offset, make it clear what they can expect from these emails beyond the usual announcements.

For example, you may want to send a monthly, bi-monthly, or weekly newsletter that features exclusive news, interviews, and clips—things they won’t see anywhere else.

Newsletters are great for driving engagement because they offer that humanistic approach. They allow you to take a step away from the hard sell and enable fans to get to know you. So write about anything that’s new and/or interesting. Be true to yourself and divulge as much information as you feel comfortable with.

You could share behind-the-scenes stories from your latest tour, photos of your rehearsals, your favorite recipes—the possibilities are endless!

Other ideas for your newsletter include:

  • secret meanings behind your songs

  • bloopers from your recent gig

  • answering fans’ questions

  • highlighting a fan

  • talking about your favorite charity and why you support them

  • sharing lessons with other aspiring musicians

  • creating a parody of your favorite song

2. Create an official fan club through your emails.

As well as giving your fans access to never-before-seen content, introduce even more exclusivity by adding them to your fan club. Give them access to presale concert tickets, backstage passes, signings, and more.

Just remember to be you—transparency is key in building a relationship with your fans.

A great example of this is Pearl Jam’s Ten Club. The band set this group up to give something back to their fans, offering them exclusive merchandise, priority ticketing, full access to their website, and a monthly newsletter, among other things.

Image Source: Pearl Jam

3. Offer great rewards in your welcome emails.

Fans will often need enticing to give you their email address. So on your signup form, offer great incentives (in addition to those we’ve already mentioned). This could be anything from downloadable lyric sheets or album artwork to exclusive discounts and codes.

Ensure your welcome email includes exactly what you said it would, delivering this incentive immediately while it’s still fresh in your fans’ minds. You can do this pretty quickly with some simple email automations.

Welcome emails should also take on a friendly, non-salesy approach. Start with a thank you and perhaps include:

  • a welcome note to this exclusive fan club

  • information about what they can expect from future emails, i.e. frequency and content

  • links to your social platforms

  • questions that encourage conversations

Make sure you also include the option to unsubscribe, just in case they didn’t want to sign up for these emails. This will help prevent you from ending up in their spam folders in future.

4. Make the most of your order confirmation emails

Another highly engaging form of email is an order confirmation.

Of course, you’ll need to include the order, but why not take advantage of this prime time to communicate with your fans. After all, they’re obviously stoked about what you have to offer!

For example, you could:

  • get them to share or like their purchase on your social media channels

  • show them a product that’s closely related to the one they’ve purchased

  • offer them a discount code or free delivery on their next order

  • include exclusive links to your upcoming gigs or an early invitation to buy tickets

5.  Share your latest songs, albums, and videos.

It probably goes without saying that you should be telling your fans all about your latest songs, albums, and videos.

But when there’s so much to say, where do you start?

Obviously, your call-to-action will be to download this latest song or album, but make it even more engaging by building a story around it. Share your excitement with your fans by showing them exclusive footage of you recording, telling them how you came up with the ideas, the meanings behind your songs, or who’s helped in the recording process.

You could also offer a free download of a song, the artwork, or video.

Image Source: Pinterest

6. Connect fans to your social media channels.

While we have emphasized the importance of emails and their dominance over social media, this doesn’t mean you need to hold back on your social efforts. Instead, use email to boost your fans’ engagement on these channels.

Include social links in all your emails, while also inviting fans to share their experiences on these channels (e.g. in your order confirmation). As your fans learn more about you through your newsletters, they’ll want to gain even more access to you—and social media is a great way for them to do this.

7. Ask for feedback.

How do you continually improve upon your email campaigns?

By getting real, honest feedback—and no one’s better placed to give you this than your fans.

Whether you want their opinion on your new music or you want to make sure they’re loving your emails, include the odd survey or poll in your newsletter (perhaps bi-yearly, yearly, or after a major release). This will give you direct feedback as to what your fans are thinking and will give you real insights that will help you tweak your next campaigns.

The feedback you get on your music is great for bolstering future campaigns, too. For example, you could theme a future newsletter showcasing the changes due to fan feedback.

8. Promote your upcoming shows.

Before any gig, you should put your email list to good use. If you tour a large area, it’s a good idea to use segmentation to personalize each email based on the recipients’ zip codes.

Image Source: Really Good Emails

However, try to avoid the same-old message each time you announce a show. Otherwise, it won’t inject a great level of excitement among your fans.

Each time, try to add an extra-special touch. Are you performing new songs? Are you shooting your next music video at one of the concerts? Are there any support acts worth mentioning? Are you selling your new merchandise?

Another great way to energize your fans is to offer an incentive for booking tickets early. Perhaps early-release tickets will get front-row seats? Or can they buy the CD and ticket as a bundle?

You can also get your fans to share this news on social media. Tools like bandsintown offer a great platform for you to promote your latest events.

9. Follow up after your show or tour.

Your fans are pumped at how awesome your tour gig was—so put this to good use!

Send a follow-up message to them after the gig to get their feedback. As mentioned previously, this user-generated content is great for promoting future tours. And you could even ask them to share their pictures and videos across social media using a hashtag, then use those photos and videos to continue promoting the rest of your tour.

This all works to build hype and excitement around your music, transforming those who weren’t previously following you into fans.

10. Hype up your message.

Finally, constantly work hard to build up drama and intrigue around your music.

You can do this in every email you send by adding a sense of urgency to your messages. Add deadlines to your discounts and limitations to your giveaways. And build momentum by sending multiple emails in the lead up to your events and releases.

You can even start to develop a sense of excitement when you’re recording your music, giving unique glimpses into the music that’s coming in x amount of months. Share rough drafts, video snippets, diary entries, scribbled notes, artwork drafts, and comments from fans.

Wrap up

Music marketing is, first and foremost, about being yourself. Your fanbase wants to know more about you so they can understand your music.

Then, it’s all about utilizing this awe and intrigue to build constant excitement around your music brand. Emails offer you a great way to get to know, engage with, and inform your customers so they feel as though they’re on this epic journey with you.

For more great ideas for your email marketing campaigns, check out our email design and content ideas.


About the Author

Emma Email

Emma is an email marketing platform that gives you all the tools you need to send campaigns that really connect with your subscribers. With our​​ powerful automation and personalization features, you can create and send email campaigns that reach the right customer at just the right time. It's email marketing that works for you.

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