musician fanbase
Why Every Artist Needs an Email List in 2024
You might be thinking, Why bother with email when I can just post on Instagram or TikTok? While social media is a crucial part of your promotional strategy, an email list offers some unique benefits that other platforms simply can’t match.
1. You Own Your Audience
Unlike social media, where the platform controls who sees your content, your email list belongs to you. Algorithms can’t limit your reach, and you’re not at the mercy of a third-party platform. Once someone’s on your list, you can contact them directly whenever you want.
2. Higher Engagement
Email has much higher engagement rates than social media. People are more likely to open, read, and act on emails compared to posts on social platforms. Plus, emails feel more personal—your fans have actively chosen to hear from you, which means they’re more invested in your music.
3. Better for Sales
If you’re planning to sell something—whether it’s tickets, merch, or a new album—email is one of the most effective ways to convert fans into buyers. People are more likely to make purchases through email than through social media posts.
4. Deeper Connection
Emails allow you to build a more personal connection with your audience. You can share stories, behind-the-scenes updates, or exclusive content that helps your fans feel like they’re part of your journey. It’s an intimate form of communication that social media can’t always replicate.
Step 1: How to Start Building Your Email List
Ready to start building your email list? The good news is, it’s easier than you think. Follow these steps to kickstart your list and start growing your fanbase.
1. Choose an Email Service Provider
The first thing you need is an email service provider (ESP). These tools help you collect email addresses, send out campaigns, and track your engagement metrics. Some popular options for indie musicians include:
- Mailchimp: Free for up to 500 subscribers, easy to use, and offers email automation features.
- ConvertKit: Focused on creators and artists, with features like landing pages and automations.
- Substack: A great option if you want to mix email and blogging, as Substack doubles as a platform for both.
- Sendinblue: Offers powerful email marketing tools with free plans and easy-to-use templates.
2. Create a Sign-Up Form
Once you have an ESP, it’s time to create a sign-up form. This is where fans will enter their email addresses to join your list. Most ESPs will give you tools to design and embed forms on your website, landing pages, or even social media profiles.
Make sure your form is simple and clear. Ask for minimal information (just an email is enough) and give fans a reason to sign up. Which brings us to…
Step 2: Give Fans a Reason to Subscribe
No one’s going to sign up just because you ask them to. You need to offer something valuable in return—something that makes your fans excited to hand over their email address.
Here are some effective strategies for enticing fans to join your list:
1. Offer Exclusive Content
People love to feel like they’re getting something special. Offer exclusive content that can’t be found anywhere else. This could be:
- Free music downloads: Give away a free track, demo, or acoustic version to subscribers.
- Behind-the-scenes footage: Share a personal look at your creative process, your recording sessions, or tour life.
- Early access to tickets or releases: Let your email subscribers be the first to know about upcoming shows, new music, or special events.
2. Create a Giveaway or Contest
Giveaways are a tried-and-true way to boost your email list quickly. Offer a prize like a signed vinyl, exclusive merch, or VIP tickets to one of your shows. Fans will enter their email to participate, and you can use this opportunity to grow your list.
3. Offer a Discount
If you have merch or tickets for sale, offering a discount is a great incentive. Something as simple as "Sign up for 10% off your first merch order" can be enough to get fans to subscribe.
Step 3: Promote Your Sign-Up Form Everywhere
Now that you’ve got your sign-up form and a compelling reason for fans to join, it’s time to get the word out. You need to make it easy for people to find your form and sign up.
Here’s how to promote your email list effectively:
1. Put It on Your Website
Your website is the perfect place to host your sign-up form. Add it to the homepage, sidebar, or footer of your site, and include a pop-up that encourages visitors to subscribe.
2. Share on Social Media
Promote your email list regularly on your social media platforms. Post about your giveaway, exclusive content, or any other reason why fans should join your list. Include the sign-up link in your bio or stories to make it easy for them to subscribe.
3. Promote at Live Shows
At live shows, encourage fans to sign up for your email list. You can do this by setting up a physical sign-up sheet at the merch table or displaying a QR code they can scan to subscribe online. Make sure to mention any exclusive perks they’ll get by joining.
4. Include It in Your YouTube or Twitch Channel
If you’re active on video platforms like YouTube or Twitch, make sure to include a link to your email list in the description of your videos or live streams. You can also mention your email list verbally in your content and explain why fans should join.
Step 4: Send Emails That Keep Your Fans Hooked
Once you’ve built your list, the real work begins—sending out emails that keep your fans excited and engaged. But what should you actually send? Here are some ideas to keep your emails fresh and valuable.
1. Share Exclusive Content
If you promised exclusive content, make sure you deliver. This could be anything from early song releases to behind-the-scenes updates. Fans will stay subscribed if they feel like they’re getting something they can’t find elsewhere.
2. Send Personal Updates
Your fans want to know more about you as an artist. Send personal updates about what’s happening in your world—whether it’s life on tour, new music you’re working on, or just what’s been inspiring you lately.
3. Announce New Releases and Tours
One of the best uses of email is for announcing new music, tour dates, or merch drops. With an email list, you can make sure that your biggest fans are the first to know and act on these announcements.
4. Run Polls or Ask for Feedback
Get your fans involved! Ask them what song they want to hear live, what merch designs they’d love to see, or even their thoughts on your latest track. Engaging your audience like this keeps them invested in your career and makes them feel like part of the process.
Step 5: Keep Your List Healthy and Growing
Once you’ve built your email list, you want to keep it healthy and growing. Here are some tips to maintain a strong email list over time:
1. Clean Your List Regularly
Periodically clean your email list by removing inactive subscribers. This helps keep your open rates high and ensures that you’re only reaching fans who are genuinely interested in hearing from you.
2. Keep Growing Your List
Don’t stop promoting your list once you’ve got a few subscribers. Continuously look for ways to grow your list through giveaways, collaborations, or social media promotions.
3. Test and Improve
Experiment with your email content, subject lines, and sending times to see what resonates best with your audience. Track your open rates, click-through rates, and conversions to see what works and what doesn’t.
Final Thoughts: Your Email List is Your Superpower
In 2024, building a strong email list is one of the smartest moves an indie artist can make. It gives you control over your fanbase, helps you deepen your connection with your audience, and allows you to drive sales directly. Social media is great, but an email list is your direct line to the people who care most about your music.
Start building your list today, and you’ll thank yourself down the road when your career starts to grow and you have a reliable, engaged group of fans supporting every move you make.
