As artists we usually interact with our fans on social media, but what if there was a better way to create quality engagement and ultimately increase our revenue?
While social media is great to promote and create content, most people have a very short attention span when it comes to social media. This means that the content you post might not necessarily translate into more album or ticket sales. On the other hand, most people check their emails and texts on a regular basis, which creates a huge opportunity.
While text marketing is still an area where people might not always be comfortable with, email is a different playing field. In fact, 79% of emails are read, and people are much more likely to click on a link in an email. This means that ultimately people are much more likely to make a purchasing decision on email, regardless of whether you are promoting tickets for your upcoming concert, selling an album, a merchandise item, or another item on your list.
So, in this blog post, I would like to provide five ideas about using email to connect with your fans, and how to ultimately create more revenue for yourself.
1) Using stories to connect with your fans
Email is very helpful to connect with your fans if done right. This might be easier said than done, but creating relationships with your fans through email is almost an art form by itself. It is very easy to constantly ask for things and get people to unsubscribe to your email list, so the key is to create value in people’s lives and to provide them a service.
When people first sign up to your email list, they are simply subscribers. They might have some interest in your music and they might have seen a show or met you in an event. The idea is to get the subscribers to become fans by using great content.
The first step should be to introduce yourself and your act, with some band member highlights.
Then, you should also highlight your songs and tell stories. Stories are key content for these emails. You can talk about the inspiration behind a particular song, or the story behind a project you’re working on. The audience should be able to connect with you personally, in order to be interested to build a relationship with you.
2) Reaching out regularly
One of the most important parts of developing a relationship with your email subscribers is to reach out to them on a regular basis. Ideally, you should reach out to them at least once a week, and no more than two or three times in a given week (you should have a really good reason to reach out more, otherwise you will lose your subscribers). Having a consistent schedule will allow them to tune into your work and make them feel like they’re part of your inner circle. By sharing your stories with them, you will interact with them on a personal level, which will ultimately lead them to become your fans.
3) Creating exclusive material
Once you connect with your subscribers for a few weeks, you can start promoting your upcoming release or event. Make sure you’re not promoting a lot of things. You should provide some information about what you are promoting and what the creation process was like.
One of the great ways to get your subscribers and to turn them into fans is by rewarding them for being part of your email list. Previewing a brand new song or video can really help you create exclusivity for the people who follow you. Getting your latest work out there can not only make your followers feel special, but you can also create engagement by testing out your newest material.
4) Encouraging conversation
The tone of your email should always feel like a conversation and less of a monologue where you’re constantly pushing out content. Having an interactive atmosphere is key for creating engagement for your email. You can write your emails as if it is addressed to one person (which, actually it is). Furthermore, you should always finish your email inviting them to reply to your emails.
5) Interact with your followers offline
One of the best ways to materialize your relationship with your followers is to organize meet-and-greet events when you are on tour and visiting their cities. This will not only help you get the word out for your upcoming event, but you can also meet them in person to solidify your relationship and turn your followers into fans, and perhaps even into advocates.
So these are five ways to use email to connect to your fans. Keep in mind that emails are about developing a relationship with your fans and not about asking something from them at all times. If you have a good and consistent relationship with them, they will be happy to help you or make a purchase when the time comes. Since we are in the era of creating value and creating engagement, make sure that your purpose is to provide a service to your fans. Ultimately, the more value you can create, the more subscribers you can turn into fans. And the more fans you have, the more you can increase your income. You may find more ways and methods of reaching out to your subscribers. Provided that you follow these guidelines above, I would encourage to try different things and see what works best for you.