Just about anyone who has
music available is using the song-for-email
strategy. If you’re not on board, basically you trade
music in exchange for an email address. It’s a great way
to grow your list, and by now we all know that email is
one of the best ways to stay in touch with your fans and push
out news and offers.
How to get your newest email subscribers engaged with
your music right away
Just about anyone who has music available is using the
song-for-email strategy. If you’re not on board, basically you
trade music in exchange for an email address. It’s a great way
to grow your list, and by now we all know that email is one of
the best ways to stay in touch with your fans and push out news
However, for a lot of musicians, that’s where the strategy
stops. The focus seems to be growing the list. What to actually
send these new fans becomes an afterthought. Often, artists
will just let those new email addresses sit and pile up until
they have something new to send out. That means these new fans
won’t hear anything from the musician for months.
This is a wasted opportunity.
Don’t Block Your Own Leads
People don’t just give their email addresses out to anyone.
With all the spam and junk mail flying around, we are all very
wary of giving access to our inboxes, so the simple fact that
these new fans cared enough to give you their email makes them
a very strong lead. And they would probably do more to support
you – if you gave them the chance.
I want you to think of this process as a conversation. They
initiated the conversation by signing up for your list, but if
you don’t give them the chance to engage further, you’re
basically putting up a brick wall. You’re limiting how far
these fans will go and you’re limiting the amount of sales you
Using Autoresponders to Nurture a Lead
With that in mind, I’m going
to show you how you can use autoresponders to continue this
momentum with your new email subscribers. Because we’ll be
using autoresponders, you don’t need to be hovering over your
computer writing messages to all your new subscribers. It’s all
automated and that means more time for your music.
Pretty much every email service out there has some
functionality. Basically you start by choosing a trigger. In
this case, the trigger would be someone signing up for your
emails. Then, you compose a message that goes out to anyone who
activates that trigger. You can choose to have that message
send immediately, or have it go out after a certain amount of
So now let’s go through an autoresponder sequence you
can use to drive your new email subscribers to deeper
engagement and even a purchase:
1. Shortly after someone signs up for your email list, you want to send them
an email thanking them and asking them to share with their
friends on social media. At this point they haven’t had the
chance to listen to your music yet, so you shouldn’t push a
sale, but sharing music is something everyone is usually down
to do (after all, it’s free). Not everyone will participate,
but I’ve found that simply asking people to share greatly
increase the number of people who actually do.
2. Next, you’ll want to queue up a second autoresponder to go
out a week or so after they sign up to your list. At this point
they’ve probably had a chance to listen to your free tracks, so
give them a link to buy your full album or any other music you
As you can see, just from someone signing up to your email
list, we got them sharing and even drove some sales, and it all
happened automatically. Now keep in mind that this is just one
example. There are a lot of other triggers out there to queue
up autoresponders. For example, if someone buys a ticket to
your show you could send an autoresponder with a link to your
merch store or your VIP and meet-and-greet packages.
The possibilities are endless so get creative and start
building out your own autoresponder sequences.
This article was written by Dave Kusek, founder of
the New Artist Model, an online music
business school for independent musicians, performers,
recording artists, producers,
managers, and songwriters. He is also the founder of Berklee
Online, co-author of The Future of Music book, and a member of
the team who brought midi to the market.
As you can see, jumping on a new lead can have a HUGE
effect on your career and can result in more fans and more
sales. In the New Artist
Model online music business programs you’ll
learn how to turn your music into a successful business – a
business where you are in control! You’ll create an actionable
and personalized plan that will help you achieve a career in
music, and you’ll be able to do it all with the resources you
have available right now.
If you’d like more strategies like these, you can
download this ebook for
free. It will take you through some of the best
strategies for indie musicians to help you grow your fanbase
and your career.