See how Billie Eilish's team used email marketing to increase fan engagement and sales. Read on to learn how you can apply these tactics to your own campaigns.
by Chris Lobley Reverb Nation Blog
what Biggest mistake What does a musician do when it comes to email marketing?
Just don't send the email.
😱
Most musicians ignore email lists.
Perhaps it's because we're afraid that saying “marketing” will make us seem salesy, egotistical, or desperate.
Or maybe you're worried that if you send an email, you won't get a response.
But we are ignoring our subscribers (We're big fans, by the way!) For weeks or months at a time.
Then, whenever you have important news like an album release, video release, regional tour, etc., share the details with your list once and act as if the job is done.
It's not Billie Eilish!
Music marketing lessons from Billie Eilish
Billie is one of the biggest artists in the world, so is she relying on fame, magazines, word of mouth, Instagram, etc. to spread her most important message?
No. She uses email a lot.
In fact, Billy supported the release of her new album. Hit hard and hit gently and Send daily emails to your fanslike this:
“But I'm not a big star like Billie Eilish!”
I heard that.
And I'm usually reluctant to draw too many marketing similarities between independent and famous musicians — just because Beyoncé released a secret album overnight, for example, doesn't mean you should, too.
But there is a lesson worth learning in this case. Successful artists know that their fans want to hear them. And they aren’t shy about sending frequent emails and making frequent product offers.
You should do the same. You need to give your audience multiple opportunities to pay attention.
When doing so, keep the following in mind:
Email Marketing Guidelines for Musicians:
- Give yourself permission Send emails daily during major campaigns
- Email Every week Throughout the rest of the year
- send Dedicated email For each newsworthy item: Don't send out large news roundups
- Email is great short: If you share a photo on Instagram, share it via email with a one- or two-sentence caption.
- Resend an important email To subscribers who didn't open your email the first time
- Ask questions like: quick response Subscriber replies help keep your email from ending up in the spam folder
- Don't be shy and tell your fans exactly what you're doing What do you want them to do? (Remix, buy, stream, listen, etc.)
- Use a clear super signature for all your emails Call to action
We won't bother your fans when sending emails.
After all, your subscribers are your most trusted listeners and customers. Talk to them.
