Email 101 for Artists, Labels, and Venues by Jed Carlson
Jed Carlson is Co-Founder and COO of ReverbNation.com,
the leading marketing services provider for Artists, Labels, Managers,
and Venues with over 335,000 registered Artists since inception in
2006. To date, ReverbNation has sent out emails to over 65,000,000
unique fans on behalf of their Artists,
Labels, Managers and Venues, sending emails at a current rate of over
10,000,000 per month.
Email
is an essential part of the fan relationship equation for artists,
labels, and managers. While it is difficult to say the exact value of
collecting any individual email address for musicians, marketers from
other industries peg the generic value of getting an email at about $1
each. But it’s all about what you do with it once you are given the
great responsibility of owning it. We have seen Artists generate as
much as $10 per email address on their list, when used properly.
Email has some interesting attributes going for it, like:
1. Ease of collection. All you need is a clipboard at your show and a 'fan collector' (email signup form) on your websites.
2. Anonymity. Fans are comfortable giving an email address b/c they can remain essentially 'anonymous'.
3. A-synchronous communication. It isn't done in real-time like text messages. Most fans find this way more acceptable.
4. Scheduled output. With most email programs you can set the time of when you want the
message to 'go out'. This is important if you have limited time from
the road to message the fans about something that is timely for them -
like a show you will be playing in their area that weekend.
5. Powerful links. Artists can embed links to exclusive content, music players, music purchases, ticket sites, social nets, etc.
6. Trackability. Most email services provide tracking on how many people opened the
emails, how many people clicked, etc. This data can be a powerful
learning tool for the Artist to figure out what 'works' and what
doesn't.
7. Repetition. Most people don't unsubscribe from the list once they are on it. As a
result, you have a long time to prove your value to them.
But the key to using email resides squarely in how it is used, not in the
attributes inherent to it. We encourage Artists to think about their
mailing list as if it were full of email addresses from their
relatives. Simply put, Artists should treat their fans the same way
they would treat their sister or grandma. Doing so will lead to the
highest open rates, highest response rates, long-term retention of
fans, and growth of their brand.
Specifically, here are some 'best practice' tenants to consider when it comes to email marketing to a fan
base:
Always...
1. Always respect a person's desire to unsubscribe to your
list. IMMEDIATELY UNSUBSCRIBE THEM IF YOUR EMAIL SERVICE DOESN'T DO IT
FOR YOU.
2. Always give before you get. Give the fans something special before
you ask them to do something like vote for you in a contest.
3. Always talk to them without swearing. It may be part of your
'persona' as a band, but some people don't like that language. The
Internet Service Providers (ISPs) like Yahoo mail, hotmail, AOL, etc
don't like it either, and your message will go directly to the junk
box. You wouldn't talk to your grandma that way, would you?
4. Always avoid 'scam' words in the subject line. Words like 'Free' and
'Help' will land your message in the junk box 100% of the time.
5. Always message them no more than 4 times per month. Ideally it would
be less than 3 times. Fans want to be kept up to date, but they don't
want to feel like they are your only fan. Messaging them all the time
gives the impression that you don't have anything more important to do.
6. Always target them with messages that are RELEVANT to them. If you
have a show in Seattle, don't message your fans in Miami. Keep your
powder dry for a message to them later about something else.
7. Always give them the basics about the information you are conveying.
Reporters call this the 'who, what, why, when, how' model. If you
have a show coming up, do your fans (and yourself) the service of
providing dates, times, locations, ticket links, and lineup of the
show. Over 75% of Artists miss this essential piece when they email.
If you want someone to respond and come to your show, for goodness
sake, go so far as to give them driving directions if you can. Each
ticket sold is money in your pocket.
8. Always link them to some place to find out more info about the band.
This could be ReverbNation or MySpace or a homepage or blog. But
ALWAYS give them a way to find out more.
Never...
1. Never add emails from people that haven't given explicit permission to
you to be placed on your list. It’s natural to add the editor from
Pitchfork or New York Times to your list in hopes of getting them to
notice your email. RESIST THIS URGE! This will ultimately count
against you in terms of deliverability and credibility with your fans
and those sources. Email is about permission, not spamming. Most
email service providers (including ReverbNation) will turn your service
off if you are adding people that haven't opt-ed into your list.
BEWARE. Instead, write those editors from your personal email, asking
them to join your mailing list if they so choose. If you get them to
agree, you are in good shape.
2. Never buy email lists or share lists with other bands or labels. This
is tantamount to spamming people that haven't opt-ed into your list and
it will be met with resistance from the fans as well as your service
provider.
3. Never ask Fans to take an action to help you out if you haven't first
given them something of value. Reserve some songs for use as 'chips'
to play with your email list. Give them a link to some exclusive
content from time to time, BEFORE you ask them to go to that radio
station website and vote for you to get on the air. Don't
underestimate the power of reciprocity with fans. Reciprocity means
giving before you get. Give away. They will remember.
4. Never respond to the responses to your emails later than 3 days after
they are sent. Fans are time sensitive machines. Keep good track of
when responses come in and handle them immediately. You will be
rewarded with loyal fans.
5. Never take aggressive action against a fan that has had any problem
with your message. Simply unsubscribe them. It doesn't pay to fight
with your customers, Period.
Advanced Strategies
Most Artists have a MySpace page, a Facebook page, and a homepage/blog.
That's good. But the key to approaching the internet as a whole is
finding a way to 'own' the fans from all of these different networks,
rather than 'renting' them under the terms and conditions of each
particular site. Your email list is the best possible 'home' for all
of these fans. It gives the Artist the most flexibility to
communicate, make offers, and conduct their business, regardless of
which network the fans come from. As a result, we promote a philosophy
of looking at each of these 'networks' as a lead generation source, as
opposed to the home base for conducting their marketing. Why turn your
marketing and promotion over to the whims of MySpace? Labels, venues,
and sponsors will take much more stock in a band that has a robust
email list that they 'own' over Artists that just have a ton of
'Friends' on social nets.
In order to break from the concept of 'renting' fans, Artists need to do a few simple things:
1. Add 'fan collectors' (join our mailing list) functions to all of their sites that lead back to their main list.
2. Provide an incentive for joining the mailing list, such
as access to exclusive content like a song they can't get anywhere
else. ReverbNation provides exactly this feature when an Artist
uploads a song. They can designate it as a 'fan exclusive' and we
create a 'download' widget that they can add to their MySpace page.
This widget will require them to join the mailing list for the Artist
in exchange for receiving the content. Artists post this to their
MySpace page, blog, etc. by simply providing their login to each site
and we post it there for them. Artists who use this tool grow their
mailing list 600% faster than those who do not use this method.
3. Email your fans regularly with relevant info, and not too often. Fans
who receive 'high quality' emails from Artists tend to stay on the list
over 95% of the time.
If Artists follow this method, in addition to the best practices outlined
above, they will see their emails lists grow substantially, and they
will have real control over their future.
Jed Carlson is Co-Founder and COO of ReverbNation.com,
the leading marketing services provider for Artists, Labels, Managers,
and Venues with over 335,000 registered Artists since inception in
2006. To date, ReverbNation has sent out emails to over 65,000,000
unique fans on behalf of their Artists,
Labels, Managers and Venues, sending emails at a current rate of over
10,000,000 per month.
is an essential part of the fan relationship equation for artists,
labels, and managers. While it is difficult to say the exact value of
collecting any individual email address for musicians, marketers from
other industries peg the generic value of getting an email at about $1
each. But it’s all about what you do with it once you are given the
great responsibility of owning it. We have seen Artists generate as
much as $10 per email address on their list, when used properly.
Email has some interesting attributes going for it, like:
1. Ease of collection. All you need is a clipboard at your show and a 'fan collector' (email signup form) on your websites.
2. Anonymity. Fans are comfortable giving an email address b/c they can remain essentially 'anonymous'.
3. A-synchronous communication. It isn't done in real-time like text messages. Most fans find this way more acceptable.
4. Scheduled output. With most email programs you can set the time of when you want the
message to 'go out'. This is important if you have limited time from
the road to message the fans about something that is timely for them -
like a show you will be playing in their area that weekend.
5. Powerful links. Artists can embed links to exclusive content, music players, music purchases, ticket sites, social nets, etc.
6. Trackability. Most email services provide tracking on how many people opened the
emails, how many people clicked, etc. This data can be a powerful
learning tool for the Artist to figure out what 'works' and what
doesn't.
7. Repetition. Most people don't unsubscribe from the list once they are on it. As a
result, you have a long time to prove your value to them.
But the key to using email resides squarely in how it is used, not in the
attributes inherent to it. We encourage Artists to think about their
mailing list as if it were full of email addresses from their
relatives. Simply put, Artists should treat their fans the same way
they would treat their sister or grandma. Doing so will lead to the
highest open rates, highest response rates, long-term retention of
fans, and growth of their brand.
Specifically, here are some 'best practice' tenants to consider when it comes to email marketing to a fan
base:
Always...
1. Always respect a person's desire to unsubscribe to your
list. IMMEDIATELY UNSUBSCRIBE THEM IF YOUR EMAIL SERVICE DOESN'T DO IT
FOR YOU.
2. Always give before you get. Give the fans something special before
you ask them to do something like vote for you in a contest.
3. Always talk to them without swearing. It may be part of your
'persona' as a band, but some people don't like that language. The
Internet Service Providers (ISPs) like Yahoo mail, hotmail, AOL, etc
don't like it either, and your message will go directly to the junk
box. You wouldn't talk to your grandma that way, would you?
4. Always avoid 'scam' words in the subject line. Words like 'Free' and
'Help' will land your message in the junk box 100% of the time.
5. Always message them no more than 4 times per month. Ideally it would
be less than 3 times. Fans want to be kept up to date, but they don't
want to feel like they are your only fan. Messaging them all the time
gives the impression that you don't have anything more important to do.
6. Always target them with messages that are RELEVANT to them. If you
have a show in Seattle, don't message your fans in Miami. Keep your
powder dry for a message to them later about something else.
7. Always give them the basics about the information you are conveying.
Reporters call this the 'who, what, why, when, how' model. If you
have a show coming up, do your fans (and yourself) the service of
providing dates, times, locations, ticket links, and lineup of the
show. Over 75% of Artists miss this essential piece when they email.
If you want someone to respond and come to your show, for goodness
sake, go so far as to give them driving directions if you can. Each
ticket sold is money in your pocket.
8. Always link them to some place to find out more info about the band.
This could be ReverbNation or MySpace or a homepage or blog. But
ALWAYS give them a way to find out more.
Never...
1. Never add emails from people that haven't given explicit permission to
you to be placed on your list. It’s natural to add the editor from
Pitchfork or New York Times to your list in hopes of getting them to
notice your email. RESIST THIS URGE! This will ultimately count
against you in terms of deliverability and credibility with your fans
and those sources. Email is about permission, not spamming. Most
email service providers (including ReverbNation) will turn your service
off if you are adding people that haven't opt-ed into your list.
BEWARE. Instead, write those editors from your personal email, asking
them to join your mailing list if they so choose. If you get them to
agree, you are in good shape.
2. Never buy email lists or share lists with other bands or labels. This
is tantamount to spamming people that haven't opt-ed into your list and
it will be met with resistance from the fans as well as your service
provider.
3. Never ask Fans to take an action to help you out if you haven't first
given them something of value. Reserve some songs for use as 'chips'
to play with your email list. Give them a link to some exclusive
content from time to time, BEFORE you ask them to go to that radio
station website and vote for you to get on the air. Don't
underestimate the power of reciprocity with fans. Reciprocity means
giving before you get. Give away. They will remember.
4. Never respond to the responses to your emails later than 3 days after
they are sent. Fans are time sensitive machines. Keep good track of
when responses come in and handle them immediately. You will be
rewarded with loyal fans.
5. Never take aggressive action against a fan that has had any problem
with your message. Simply unsubscribe them. It doesn't pay to fight
with your customers, Period.
Advanced Strategies
Most Artists have a MySpace page, a Facebook page, and a homepage/blog.
That's good. But the key to approaching the internet as a whole is
finding a way to 'own' the fans from all of these different networks,
rather than 'renting' them under the terms and conditions of each
particular site. Your email list is the best possible 'home' for all
of these fans. It gives the Artist the most flexibility to
communicate, make offers, and conduct their business, regardless of
which network the fans come from. As a result, we promote a philosophy
of looking at each of these 'networks' as a lead generation source, as
opposed to the home base for conducting their marketing. Why turn your
marketing and promotion over to the whims of MySpace? Labels, venues,
and sponsors will take much more stock in a band that has a robust
email list that they 'own' over Artists that just have a ton of
'Friends' on social nets.
In order to break from the concept of 'renting' fans, Artists need to do a few simple things:
1. Add 'fan collectors' (join our mailing list) functions to all of their sites that lead back to their main list.
2. Provide an incentive for joining the mailing list, such
as access to exclusive content like a song they can't get anywhere
else. ReverbNation provides exactly this feature when an Artist
uploads a song. They can designate it as a 'fan exclusive' and we
create a 'download' widget that they can add to their MySpace page.
This widget will require them to join the mailing list for the Artist
in exchange for receiving the content. Artists post this to their
MySpace page, blog, etc. by simply providing their login to each site
and we post it there for them. Artists who use this tool grow their
mailing list 600% faster than those who do not use this method.
3. Email your fans regularly with relevant info, and not too often. Fans
who receive 'high quality' emails from Artists tend to stay on the list
over 95% of the time.
If Artists follow this method, in addition to the best practices outlined
above, they will see their emails lists grow substantially, and they
will have real control over their future.
