We sat down with Troy Carter and Suzy Ryoo, co-founders of Venice Music, to learn more about how Venice’s start, current initiatives, and future.
How to Use Email Marketing to Build Connections with Your Fanbase
Whether you're a rising indie artist or an established full-time musician, email marketing dominates as one of the most effective marketing channels for engagement and sales, and it’s no surprise why. According to Ontraport, email marketing is “roughly twice the ROI (return on investment) of other digital marketing channels,” and “email is the preferred communication method for most consumers”. This means that with email, your odds of securing ticket sales, selling merchandise, and keeping your fans engaged with your projects can increase tenfold without having to spend an arm and a leg on marketing costs.
If you’re sweating buckets because you’ve been neglecting email in your music marketing efforts, you aren’t alone. Social media and short-form video content creation often take center stage when it comes to expanding music marketing efforts (because let’s be real, how many times have you been told to post a million times a day on TikTok to grow your fanbase?!). Fortunately, it’s never too late to start prioritizing email marketing, because email is here to stay. In a 2022 State of Email Marketing report, email marketing is 400% more effective than Twitter or Facebook at reaching your target audience, and nearly eight in 10 consumers believe email is the best channel for company or brand contact, preferring it almost twice as much as any other channel.
Before you can start basking in the positive impacts of email marketing, you’ll first need to build your email contact list. By creating and maintaining an email list, you can directly share your new music, merch, and projects to your fans and contacts, increasing 1:1 engagement and purchases. Learn how you can easily collect your fan emails, take advantage of our recommended tried-and-true email marketing tools, and steal our list of creative email marketing strategies so you can start effectively using email by the end of this blog.
Build Your Email Contact List Through Venice
Before you can unlock the power of email marketing, you'll need to build your email list! One of the most efficient and cross-functional ways to collect your fan emails is through Venice's Marketing Links.
Marketing Links are a powerful Venice feature that drives fans to your music on any streaming service through one streamlined link. You can use these links in your social posts, bios, website, QR codes, and other shareable mediums to easily link them to a release you're promoting.
Anytime a fan pre-saves your music through your marketing link, they'll have the option to opt-in and subscribe for your updates and promotions. After opt-in, Venice will capture your fan's email, which will be available for download within the Venice distribution portal.
💡 PRO TIP: Emails will be available to download as CSV every 24 hours, so be sure to download your email list often to access new incoming contacts!
Our Pick of Top Email Marketing Tools for Musicians
Once you've collected your first few fan emails, you'll want to look into free or low cost email marketing platforms. Going with a platform like Mailchimp or HubSpot will allow you to track important metrics like email open rates or email click rates. Keeping a close eye on these insights will allow you to see how engaged your fanbase is with your message.
There are several free email sending tools that offer simple drag-and-drop email builders so you can create beautifully designed emails that align with your music's brand and aesthetic. Here’s our top recommended:
Mailchimp: Mailchimp is one of the most well-known email marketing platforms. It offers a user-friendly interface, customizable email templates, and automation features. It integrates with various music platforms and services, allowing you to connect with your fans effectively.
Constant Contact: Constant Contact is another popular email marketing tool that provides musicians with easy-to-use templates, list management, and automation features. It offers robust analytics to track the performance of your email campaigns.
ConvertKit: ConvertKit is designed specifically for creators, including musicians. It allows you to easily build and manage your email list, create automated email sequences, and segment your audience based on their preferences. It offers customizable sign-up forms and landing pages to help you grow your subscriber base.
AWeber: AWeber is an email marketing platform suitable for musicians looking to engage with their audience effectively. It offers features like automation, email templates, and audience segmentation. AWeber also integrates with popular music platforms, making it easier to promote your music.
Grammarly: While Grammarly is primarily known as a writing assistant and grammar checker, it can also be used to enhance your email marketing efforts. By integrating Grammarly with your email client or marketing platform, you can ensure your emails are error-free, well-written, and professional.
HubSpot: HubSpot is a comprehensive marketing automation platform that offers email marketing as part of its suite of tools. It provides features like email templates, personalization, automation workflows, and lead nurturing. HubSpot is also a CRM, or customer relationship management tool, allowing you to keep track of your fan's contact and personal information.
Canva: Canva is a versatile graphic design tool that helps create visually appealing email marketing campaigns. It offers templates, images, and design elements to create custom email headers, promotional banners, album covers, and more.
Remember that the "best" tool depends on your specific needs and preferences. Consider factors like pricing, ease of use, available features, integrations with other platforms, and customer support when choosing the right email marketing tool for your music promotion efforts.
Email Your Fans Engaging Content
Sending your first few emails to your fans can be intimidating. A lot of those ill feelings stem from not knowing what to send your fans, especially on a consistent basis.
Similar to your music’s social media content, your emails should be valuable, authentic, and strategic in building a closer relationship with your fans. The last thing you want to do is spam your fanbase! To help you kick off your email efforts, we’ve compiled a list of 30 creative strategies that will engage your fans and boost your streams and sales.