Does email music marketing have a place in indie music?  Well, yes, but…

Out of all the various ways to communicate with consumers and fans, email is easily the most contentious.  Its near-universal ubiquity makes it attractive for the obvious reason that everyone has email.  At the same time, people are highly protective of their email addresses, and spammers are held in the same sort of high social regard as tax defrauders.

There’s only one big “Don’t” when it comes to email, and it is this:  Don’t ever email someone who doesn’t want to be emailed.

So let’s talk about a few ways to accomplish this.

Email Music Marketing To People Who WANT Email Music Marketing

1 – Don’t buy email lists.

Seriously, not ever.  It’s not indie.  It’s not cool.  It’s not even a good investment.  Just don’t.

2 – Encourage signups with freebies.

Do you want fans’ email addresses?  Give them a free track or music video, especially if it’s exclusive to people signing up for your email list.  People are far more willing to cough up an email if they’re getting something nice out of it.

3 – Only email if it’s important.

Email should not be used for the sorts of day-to-day things that you’d put on your Facebook or blog.  Save it for major announcements:  New albums, concerts and tours, lineup changes, and that sort of thing.  A monthly newsletter could also work..

4 – Keep it short and sweet.

People are always pressured for time, so you’ll get better responses out of short emails, for the most part.  If you have a longer piece of news, include a summary and a link to another online source, like your blog or a YouTube video.

5 – Always include opt-out options.

As the saying goes, it’s not just a good idea – it’s the law!  (At least in the US.)  The CAN-SPAM Act of 2003 is quite specific.  Any business sending emails -and that includes you- must include working opt-out / unsubscribe links in their mails.

What about you?  Have you succeeded with any particular email campaigns?  Let the world know below!