Using emails for online music marketing proves to be a very
difficult task to master, but a very important one
for
rap artists. 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.
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” 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 all right,
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 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 opt 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 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:
·
What are rap music fans not getting out of the
newsletter?
·
Why do they not find it valuable?
