When I first started using email newsletters for my music career, my approach was completely different from what it is today. Back then, I leaned on strategies I’d picked up during my marketing days in the corporate world. My newsletters were formal, and I mostly used them to sell my music and invite people to shows. While that seemed logical at the time, it wasn’t very effective. It felt stale, and honestly, I noticed my audience wasn’t sticking around.
Over the years, I learned that people crave connection and authenticity. When I started sharing more personal stories—like family photos, the inspiration behind my songs, my health challenges, emotional struggles, and even family issues—I saw a huge shift. Not only did I get more responses and clicks, but I also began to form real bonds with my subscribers. They weren’t just numbers on a list anymore; they were people invested in my journey. Sharing these moments also gave me the opportunity to incorporate affiliate links for products that had helped me, adding even more value to my content.
That shift in strategy taught me the power of transparency and connection, which is why email marketing has become such a vital part of my career. In this article, I’ll share the essentials for crafting a newsletter strategy to grow your fanbase, focusing on two key areas: adding people to your mailing list and cultivating genuine relationships with your subscribers.
Step 1: Strategies to Add People to Your Mailing List
Growing your mailing list is the foundation of a successful email marketing strategy. Here are some proven ways to encourage fans to join:
Run Monthly Contests on Social Media
Contests are a fun, interactive way to grow your mailing list while engaging your audience. You could host a photo-sharing contest where fans submit their best concert moments, a “funniest caption” challenge for a photo you share, or a contest to design cover art for your next song or album. Another creative idea is a “Share Your Love Story” contest, where fans share personal stories tied to your music or themes in your songs.
To make it easy to organize and execute these contests, I’ve created a Contest Template for Musicians, which includes step-by-step instructions to plan and promote your contest effectively. Use it to save time and run successful campaigns! Check it out here: Contest Template for Musicians.
By making joining your mailing list a requirement to enter, you can grow your audience while strengthening connections with your fans.
Provide Valuable Deliverables
Offering valuable, meaningful content to your audience is an excellent way to grow your mailing list and build trust with your fans. I personally experienced this when I went through a season of self-evaluation, wanting to become more intentional about how I showed up in the world. During that time, I created a values worksheet to help me define what mattered most in my life and align my actions with those values.
I decided to share this journey with my audience. I made the worksheet available as a free downloadable PDF in exchange for their email addresses, letting them know they’d also be added to my mailing list. To make the experience even more engaging, I followed it up with a short automated email series that detailed the process, explained how it had transformed my life, and encouraged them to use the worksheet to redefine their own lives if they felt called to.
The response was incredible. Not only did I add new subscribers to my mailing list, but I also strengthened the connection with my existing audience. The authenticity of the message and its personal significance resonated deeply with them.
If a values worksheet doesn’t align with your music or brand, think about what kind of resource could connect with your fans. Maybe it’s a practice routine for aspiring musicians, a concert planning checklist, or even a music-inspired journal template. The key is to provide something meaningful that reflects who you are as an artist and adds value to their lives.
This approach allows you to both grow your mailing list and reinforce the bond with your current subscribers. Don’t be afraid to share something personal—it’s often the most authentic ideas that resonate the most.
Promote Your Mailing List on Social Media
Regularly share posts about your mailing list on platforms like Instagram, Facebook, and TikTok. Highlight the benefits of joining, such as early access to new releases, behind-the-scenes content, or exclusive discounts.
Utilize Your Website and Link-in-Bio Pages
Ensure your mailing list signup is prominently featured on your website and link-in-bio tools like Linktree. Make it easy for fans to join by keeping the form simple and accessible.
Mention Your Mailing List at Live Shows and in Videos
Use live events and online content as opportunities to grow your list. Share the link to sign up during shows, live streams, and in video descriptions or captions. A quick mention can go a long way in converting casual viewers into engaged subscribers.
Offer Exclusives to Subscribers
Give fans an irresistible reason to join your list by offering exclusive perks like early access to new songs, secret performance invites, or unreleased demos.
Free Ringtones or Music Downloads
Create a custom ringtone or exclusive track and offer it as a freebie for signing up. Fans love personalized gifts, and it’s a creative way to share your music while growing your audience.
Step 2: Cultivating Relationships with Your Subscribers
Adding people to your mailing list is just the beginning. The key to a successful email marketing strategy lies in building meaningful connections with your subscribers. Here’s how:
Celebrate Birthdays with Personal Touches
Ask for birthdays during the signup process and send out birthday cards. Physical cards add a special, tangible element that shows fans you truly value them.
Send Handwritten Thank You Notes
Express your gratitude to dedicated fans by sending handwritten and signed thank-you cards. This thoughtful gesture can leave a lasting impression and turn casual listeners into superfans.
Send Personal Messages
Every so often, reach out to individual fans with a personalized email or text. You can automate this process, but make it feel genuine by using their name and referencing their interactions with you. Adding a texting element to your strategy can also deepen the connection.
Be Consistent
Consistency is vital for maintaining trust and building rapport with your audience. Set a schedule for your newsletters—whether weekly, bi-weekly, or monthly—and stick to it. Share updates, stories, and exclusive content regularly to keep your audience engaged. Once a month works perfectly for me and for my audience.
Let me share a moment of transparency: consistency has always been a challenge for me. There have been times when I’ve gone months without sending a single newsletter. When I finally got back on track and sent out a newsletter after a long hiatus, I noticed a wave of unsubscribes. I realized that people had likely forgotten who I was, and my sudden email may have felt disingenuous—especially since I didn’t acknowledge the gap in communication.
I’ve since learned that whenever I find myself in a rut, it’s important to be upfront. When I return from a hiatus, I make it a point to apologize for the break and, if applicable, explain what happened. This approach seems to resonate with my audience and helps reduce the number of unsubscribes.
Staying consistent is no small task, and I still struggle with it at times. But I remind myself that people are looking forward to hearing from me, and even if some come and go, the true supporters—the ones who truly connect with you and your music—will stick around. So, be encouraged. The effort to maintain consistency is always worth it, and over time, it builds trust and rapport that will strengthen your relationship with your audience.
If you need help coming up with topics and the overall content creation process for newsletters, check out my Email Newsletter Writing Guide. It will help you create a year’s worth of email content in less than 30 minutes. You can find that here.
Download Our Email Writing Guide
Write all of your newsletters for the entire year in under 30 minutes. This guide includes topic suggestions and writing prompts to help you generate topics and content for a full year of engaging newsletter dialogue with your fans!
Host Fan Appreciation Events
Organize virtual or in-person events for your subscribers, such as private Q&A sessions, exclusive listening parties, or meet-and-greets. These experiences create a sense of community and make your fans feel valued.
Ask for Feedback
Involve your subscribers by asking for their input on new music, merchandise designs, or concert locations. Engaging them in the creative process strengthens their connection to your music.
Segment Your List for Personalized Content
Use segmentation to tailor your emails to specific groups within your audience. For example, send tour updates to fans in certain cities or exclusive offers to your most engaged subscribers.
Need help with your Email Marketing? Take the guesswork out of the process and…
Let Me Do the Heavy Lifting!
I offer done-for-you email marketing services designed specifically for musicians like you. Whether you’re just starting out or need help fine-tuning your strategy, I can:
- Develop a custom plan to grow your fanbase and maintain strong relationships with subscribers.
- Set up your email list and welcome automation.
- Design and create beautiful newsletters.
- Craft engaging email campaigns that keep your audience connected.
Building and growing a fanbase through email marketing isn’t just about numbers or sales—it’s about forming real connections. When I began to open up and share more of my personal story, I saw firsthand how much more impactful my emails became. My audience felt like they knew me, and in return, they were more supportive of my music and my journey.
By focusing on adding people to your mailing list and taking the time to nurture those relationships, you can create a fanbase that feels like family—one that truly supports you, not just with their wallets, but with their time and hearts. Start crafting your own email marketing strategy today, and don’t be afraid to let your personality shine through. That’s what keeps people coming back, and it’s what makes your story—and your music—worth following.
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