You’ve got Mail


I play music. I send emails to let people know that I play music. What am I doing wrong? As a musician who understands the importance of maintaining a loyal fan base, you know that you have to constantly keep your parrot heads, little monsters, and believers informed and up to date on what you are doing.

One of the most effective ways to get information out to your fans is by email.  How can you be sure your fans are reading your emails though?

Before we share some suggestions that may help you get a better read ratio, are you doing the right things to make sure you can reach your fans or potential fans by email?

A simple and easy way to make sure you get those email addresses is to designate someone you can rely on to pass around a sign up sheet that collects the information for you at your live shows.  Most people are there to see you play and will want to stay informed.  Gathering email addresses and first names is a great way to capture and maintain new fans.

Once you have the email addresses it is time to send out information that will keep your fans excited and engaged.

TIP ONE: Subject Lines

The sad truth is that people will dismiss your email simply because the subject line is not intriguing enough to warrant them opening.   If the subject line for every email you send consists of some version of “Come to my Show”, even your most loyal fans will begin to lose interest.  You need to be creative with your subjects lines!  One way to entice people is to ask a question that can not be answered simply by reading the subject line.

For example:

A weak subject line question might be: When is the last time you have seen us play a show?

The recipient can look at the subject, think briefly about the answer, and move on.

A strong subject line might be: When is the last time you have seen us play a show like this?

The recipient will read that subject line and be enticed to open up the email to understand what you mean.  Are you playing a new set list?  Are you playing a new venue?  Are you playing an entire show hanging upside down on a trapeze while your guitar is on fire?  Who knows?  That is the beauty of adding a very simple twist to this subject line.  The only way the recipient will find out is by opening and reading for themselves!

TIP TWO:  KISS  – Keep It  Simple Stupid

You finally get your fans to open up your email. What next?

Make sure to remember the 3 C’s.  Be clear, concise, and have a consistent message that is easy to understand and read.  The longer the email, the more someone will obviously have to read to get to the point.  People are busy.  They do not have time to filter through a two page email to find out you hired a new bass player for your band or you had an epiphany that wearing striped socks improved your guitar soloing technique.

The flip side to this tip is being excessively brief with your email. Brevity is something that you want to make sure you are avoiding.  Although you want to keep your communication as light and simple as possible, you need to make sure that you still include all of the information necessary to make your point and keep your fans informed.  One or two sentence emails may not always do the trick.

TIP THREE: Remember that your fans are your lifeline – Don’t just send, include!

A great way to make sure that your fans constantly read your communication is to keep them engaged by asking for input and making sure they feel appreciated.  How about giveaways?  Free CD’s, downloads, or other merchandise.  Run contests through emails.  For example, the first ten fans to respond back to this email with the the middle name of our drummer will receive free entry to our upcoming show!

Why not send an email asking your fans what three songs they want to hear at your next gig?  What about asking what venue your next gig should be at?

Creating a sense of belonging, and giving back to the people that support you will surely return dividends.  It will also make sure your fans are not deleting your emails upon arrival to their sacred inboxes!

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