Email 101
Emails … we get a lot of em, and so do you. Nothing is worse than getting an email from DJ So&So or MC BEST-EVER telling you all about how great he is and why you need to listen… Over, and over, and over again. The worst offenders are the guys who sent mass emails without BCCing everyone. This inevitably leads to even more emails from new and lesser talented idiots. I particularly enjoy the moments where I request to be removed from a list to which I never actual subscribed and get a nasty reply. Thank god for gmail filters (for those senders, i set the filter to skip the inbox and instantly delete the msg). If you can relate, and if you ever send mass emails, please take a few minutes are check out email 101.
Here’s a snippet, but be sure to hit this link for the full feature.
Always…
- Always respect a person’s desire to unsubscribe to your list. IMMEDIATELY UNSUBSCRIBE THEM IF YOUR EMAIL SERVICE DOESN’T DO IT FOR YOU.
- Always give before you get. Give the fans something special before you ask them to do something like vote for you in a contest.
- Always avoid ’scam’ words in the subject line. Words like ‘Free’ and ‘Help’ will land your message in the junk box 100% of the time.
- Always message them no more than 4 times per month. Ideally it would be less than 3 times. Fans want to be kept up to date, but they don’t want to feel like they are your only fan. Messaging them all the time gives the impression that you don’t have anything more important to do.
- Always target them with messages that are RELEVANT to them. If you have a show in Seattle, don’t message your fans in Miami. Keep your powder dry for a message to them later about something else.
- Always give them the basics about the information you are conveying. Reporters call this the ‘who, what, why, when, how’ model. If you have a show coming up, do your fans (and yourself) the service of providing dates, times, locations, ticket links, and lineup of the show. Over 75% of Artists miss this essential piece when they email. If you want someone to respond and come to your show, for goodness sake, go so far as to give them driving directions if you can. Each ticket sold is money in your pocket.
- Always link them to some place to find out more info about the band. This could be ReverbNation or MySpace or a homepage or blog. But ALWAYS give them a way to find out more.
Never…
- Never add emails from people that haven’t given explicit permission to you to be placed on your list. It’s natural to add the editor from Pitchfork or New York Times to your list in hopes of getting them to notice your email. RESIST THIS URGE! This will ultimately count against you in terms of deliverability and credibility with your fans and those sources. Email is about permission, not spamming. Most email service providers (including ReverbNation) will turn your service off if you are adding people that haven’t opt-ed into your list. BEWARE. Instead, write those editors from your personal email, asking them to join your mailing list if they so choose. If you get them to agree, you are in good shape.
