Getting your fans to sign up for your email newsletters is the first step in convincing them to buy your albums and records. The first thing to remember is that most people don’t want to have spam messages clogging their inbox. Therefore, it’s crucial for you to respect your fans and value the trust they give you when they decide to sign up for newsletters from you. Temper down the promotional content and focus on delivering relevant and exciting information.
Not only should you aim to increase the number of people on your email list, but you have to ensure that your fans continue their subscription with you. They will not subscribe or continue subscribing if the email content you put out is exactly the same as what you publish on your Facebook page. This is why creating and sending valuable content is crucial for your email strategy’s success. Here are four things that you can do to make each email count for your subscribers:
1. Add a personal touch and maintain sincerity
Referring to yourself in the third person in your emails can make it seem like you are not the one actually writing those messages. Even if the content is interesting and engaging, subscribers may feel that the content is inauthentic and ghost-written. It could also be viewed as machine-generated spam meant as a cheap promotion for you.
Rather than come off as aloof, write sincerely. There are things that you can better write yourself than have someone else ghost-write it for you. Write as if you are telling a friend your story: your thoughts and feelings as you pursue your music career, your funny stories or embarrassing moments, your techniques or inspirations, and even some of the childhood memories you want them to know are great ideas. This way, you will be adding a personal touch to your emails that your fans will appreciate as a sincere effort to reach out to them.
2. Offer exclusive content
When you have established rapport with your subscribers, you will be able to offer content exclusive to your most loyal fan base. While you can send big news such as tour dates or a new album or song releases, it is unique content that will keep them subscribing to you. This does not have to be a time-consuming effort as you can use the content you are already creating to give your subscribers exclusive or early access.
For example, you can change the privacy settings of a video you are uploading on Youtube so that only people with the direct link can view it. Embed the exclusive link on the emails you are going to send to your subscribers and tell them that they get to have premium access to your videos. Then you can just change the privacy settings of the video to “public” after a few days.
3. Get your subscribers’ feedback
One of the best things about email marketing is that you can use it to gather direct feedback from your fans. Instead of using email to blast generic, one-sided communication that only requires subscribers to passively read what they receive, use email as a way to engage directly with your fans. Getting their feedback on your songs will help make your fans feel as if they have become a part of your career development, thereby deepening their devotion to you.
You can ask them to reply to your email for responses. Alternatively, you can make a Google Form asking for their feedback on specific questions. Include the link to the Google Form on your email. Google will gather the responses and will show you these immediately in your Google Drive. After you get their feedback, email them back expressing your gratitude for helping you improve your performance or for contributing to the development of your songs, titles, albums, or other fan products.
4. Go ahead, surprise them
Take your exclusive content to the extra level. Surprise your subscribers by sharing with them how and why a song or album is composed as it was. You can post a photo of a song’s music score sheet on social media while you can tell your email subscribers an interesting fact or story related to the song. After all, songs are a mirror of the self and of the society you live in.
Chances are that your fans are wondering where your lyrics and music came from. You can also share videos of bloopers on your email list or tell them about the problems you faced when you were making the song. While you can use social media for public announcements, you can use email for more personal surprises.
Promoly is a music promotion platform for musicians. If you’re looking for a music PR service to deliver music to your mailing list, get in touch to see how we can help today.