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Easy Ways to use Email for
Music Promotion
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Using emails for online music marketing proves to be a very
difficult task to master initially. But there is an easy
solution in fan club newsletters, which allow fans to stay connected
with the artists without the added effort of returning to
the artist’s site.
So, below we have simplified into three key areas the
process for setting a successful fan club email newsletter.
Happy easy emailing... |
Perking Interest
One of the hardest parts in compiling a music newsletter
is getting subscribers to read it!
1. 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” for example does not perk interest
in a subject line.
2. 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.
3. 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 ok,
but always keep the reader in mind. Target your content
to the reader and make sure it is relevant to rap music
as well as the reader’s needs.
4. Personalize it more. Have options the user can
choose that personalise the newsletter 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 they will want to read it.
5. 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 rap sites or let them know about ways to get their
start in the rap business.
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 makes 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 very 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 (clicks as a percentage of emails
viewed)
* Open rate (emails read as a percentage of emails sent)
* Bounce rate (emails bounced as a percentage of emails
sent)
* Unsubscribe rate (users unsubscribing)
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:
· What are rap music fans not getting out of the
newsletter?
· Why do they not find it valuable?
· Does the content need to be more targeted?
Email newsletters 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. Rap musicians will instantly see a bigger
subscribing list / fan base after implementing these
techniques.
Lance Trebesch
www.TicketPrinting.com
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