Oh email lists. They’re like websites. They’re this tool we know we should be using, yet to update it and keep it current takes so. Much. Work. This year, I’ve been studying email strategies and have found a few that are sure-fire ways to keep time spent down and impact up. Below I outline my favorite 6 ways to making the most of email.
Make the Most Of Your Email List
- Give it away. I am not a fan of giving away a whole record for free, but I AM a fan of giving something in exchange for an email address. Email address are gold and it’s worth paying for it, in the form of a free download or download bundles (This is what I do. You get a song from each of my 4 records when you join my maillist).
- Automate. This has saved me. It means taking a little bit of time up front and writing a bunch of emails, then setting up your maillist (Mailchimp, Awebber, Constant Contact, Bandzoogle, Infusionsoft, FanBridge etc etc etc) to send out those emails automatically. This is heaven. When you get a subscriber, you can schedule an email once a week sharing old content, music videos, your past records, whatever. It can be a series of “getting to know you” so your new excited subscriber stays engaged for the long haul.
- Schedule. Schedule a recurring event in your calendar to write and send a monthly update. I like to do this on a day that my automated emails are not scheduled. When I have this scheduled, I’m not worried about when I’m going to do it, or if I’ve waited too long. If I get an idea of what to write in this email, I put the idea in the notes of the calendar event.
- Open your mouth. I cannot believe how many musicians are so wonky about telling their audiences they have a mailing list. Do it! Especially when they’re in the moment loving your show! And if you’re lacking for content on social media, let me know know they can sign up and get a free song or two! Don’t be afraid of this. You’re not a burden. You’re sharing an opportunity.
- Be fearless. Don’t be scared to email the people who signed up for emails. They SIGNED UP to receive emails. In the beginning, you have an opportunity to let them in and share who you are. Don’t hesitate to send a few emails a month, let a lone a week, especially in the beginning. I send out a welcome email and say “I’m going to send out a series of ‘getting to know you’ emails”. You can be authentic and call it like it is. Let them get to know you.
- Wait to sell. Don’t pitch them anything until they have gotten to know you (and even then, be super empowering and inspiring. Download my free pitching checklist to make sure you’re on the right track.) If you have a strategy in place and have scheduled it, then everything will be smooth.
Big picture? Get their email, welcome them and let them get to know you. Introduce your music to them. Start to show them what you’ve created. Connect it to your story. That’s when you can easily sell them your music. At that point, they’ll be waiting for it.