Welcome to the EvO:R Tips Section. We call this section EvO:R-Pedia because it is like a complete
reference library for Indie musicians...Just about every tip has been used so you won't find false
promises and a series of books to buy after reading each tip. This section was put here by musicians
so that people that followed can take this knowledge and use it's power.
Fan Email Marketing Made Easy
emails for online music marketing proves to be a very difficult task to master,
but a very important one that every artist must master. Fan club newsletters allow fans to stay
connected with the artists without the added effort of returning to the
artist’s site. I have simplified it into
three key areas for a successful fan club email newsletter.
the hardest parts in compiling a music newsletter is getting subscribers to
Create an interesting subject
title. Just like blogs and articles, no one will
start to read the newsletter if the title
or subject line does not generate interest in the fan to read the
publication. “August Newsletter” does
not perk interest in a subject line.
Make it personal to the subscriber.
Instead of writing a general “hi,” make the newsletter specific for
everyone. This makes the fan feel
important to the artist because their personal name is used. Similarly, use the band’s name or specific
artist’s name when closing the letter to add to the personal effect.
Write for the reader.
The newsletter is not a place to sell products and promote music, but
rather a place to write interesting content the reader wants to read. Occasionally
mentioning new fan merchandise is all right, but always keep the reader in mind. Target your content to the reader and make
sure it is relevant to their needs.
Personalize it more.
Have options the user can choose makes the letter just for them. For instance, allow them to insert their zip
code for the option of receiving info when the band is touring in their area. The more personal and specific towards the
fan, the more apt they will want to read it.
- Provide relevant links. Hand-in-hand with writing the newsletter for the fans,
provide the fans with relevant links they would want. Direct them towards other music related
sites or services.
Perfecting the Newsletter
- Find the perfect layout. The design and layout
of the newsletter may need several revisions before finding the perfect
look. Having color and formatting
are necessary but can be overdone.
In addition, inserting picture and video that the fans would like make
the newsletter stand out more.
- Choose the correct day and time. Fans need to expect the newsletter in a consistent manner,
whether it is every week or every month.
EmailLabs reports the best
day to send emails is Tuesday or Wednesday in the morning hours when
people regularly check their email.
After picking a day, stay consistent with that day and time.
- Encourage word-of-mouth marketing. Add a “Send to a Friend” button where your fans can easily send the newsletter
to anyone they believe would enjoy it.
Word-of-mouth marketing is the most effective, so encourage it as
much as possible.
- Check the newsletter before emailing it to fans. Based on the type of server your fan uses, (Hotmail, Yahoo,
Google, AOL, etc.) the newsletter may show up differently. Sign-up to all the major email servers
and send the newsletter to yourself to check the formatting in each before
sending a faulty newsletter to all your fans.
Track Email Stats
Track all statistics relevant to the email campaign. Valid metrics include:
- Click through rate
- Open rate
- Click to open
- Bounce rate
- Referral rate
- Unsubscribe rate
If these statistics do not meet standards, chances are the
design format or content is not relating to the fans. Start by asking these basic questions:
are your fans not getting out of the newsletter?
do they not find it valuable?
the content need to be more targeted?
Email campaigns are an ongoing process requiring constant
attention and direction.
are important for maintaining a constant fan base. To gain more subscribers, refer to the newsletter as a fan club
and offer exclusive offers to fan club members only, like pre-sale tickets or
discounts. Your band will instantly see
a bigger subscribing list / fan base after implementing these techniques.