Join Bobby Owsinski for an in-depth discussion in this video Four reasons why your mailing list is so important, part of Mailing List Management for Musicians and Bands.
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While it may be popular to think that the use of email is declining in favor of social networks, the fact is that email is still a huge part of our everyday lives. The problem is that we get so much of it, that an email newsletter may have a hard time rising above the rest of the email noise. That said, the data shows that people do check their mail. And it's still important to them. It's up to you to send it. While the trend is to think the email is undeclined when it comes to communicating with friends, fans, clients, and business associates, the social networks like Facebook rise in popularity.
It's a lot more important than you think when it comes to promotion. Here are four reasons why. Your email list one of the most powerful tools that you can have. Because you control the message. If done well, it can feel a lot more personal than communicating via Facebook or Twitter or any of the other popular networks. You also control the information, the look, the marketing and the promotion in a way that's not possible in any social network. Since each social network has it's own look and feel as well as a terms of service agreement that can limit what you can say and do.
Your message is consistent. Although the ability to control the message is important, being able to control the consistency of that message is even more so. For most artists and musicians today, the problem becomes how to effectively communicate with all of your friends and contacts across various networks. Because social networks are a closed environment by nature. That means that you have a set of friends on Facebook and another set on Twitter and maybe another on a network like the new MySpace. The look and feel will be inconsistent because of the nature of the various networks.
If you're not consistent in your presentation, you're not controlling the message. One of the best things about a newsletter is that it reminds fans and former clients who you are. If a person hasn't been following you on a social network, and therefore doesn't see any of your regular posts, that newsletter in their mailbox jogs their memory and reminds them you're around. It doesn't take long to drift from the public consciousness. And an email prevents that from happening. One thing the email can provide that social networks don't do as well is sophisticated measurement of when it was opened, if it was opened more than once, how long it was read, if any of links were clicked, and if it was passed along to anyone else, among many other measurements.
Obviously, your personal email app on your computer can't do these things. And it can't easily reach out to thousands of people as well. That's why you need a service like Constant Contact, What Counts or Eye Contact. All of which have the added convenience of constantly cleaning the lists of bounces and outdated addresses. We'll look at these features more closely in another video.
Get more music marketing tips from Bobby in Website Management for Musicians and Bands and Facebook for Musicians and Bands.
- Why your mailing list is so important
- Choosing a mailing list service
- Creating lists
- Importing email addresses
- Deciding on a subscription strategy
- Designing the newsletter
- Crafting your copy
- Using templates
- Getting fans to respond to your newsletter