The other day I went to my favorite Mexican restaurant for lunch. It is a quaint little “mom and pop” shop that makes some great food, has an awesome atmosphere, and plays great Latin music.
I noticed they had a sign by the cash register that said:
Join Our Email List
Get 20% Off Your Meal
Get Great Coupons and Chances to Win Prizes
That sign made me realize that so many artists offer me nothing to join their email lists, and you know what?…It greatly reduces the chance I will.
Seems my homegrown Mexican entrepreneurs know more about marketing than most entertainers.
Musicians undervalue the power of the email list. It is a direct connection to your consumers. It is a way to tell them about your new album, so they buy it. Inform them about upcoming shows, so they go. Showcase your newest merchandise, so they wear it. And to like, follow and join your social media networks so you can keep them informed and connected.
Most of you looking for a record deal have no idea that labels place a lot of weight on your mailing and social lists. Why? Because they know if you can get 2,000 people to follow you on your nothing budget than their $500,000 check would get exponentially more fans interested, which leads to more money.
Even those of you who want to make it on your own have no idea the power of an email list. That list is a great way to keep your fans coming to shows and buying into your brand. It is also a great selling tool to help you get money from sponsors who want to put a link on your site, a banner at your show, or a tattoo on your drummer’s forehead. And the more names you have, chances are the larger the paycheck.
Basically put, in today’s marketing world the email list is gold, so you have to work hard to get people to join it.
Remember it is a business transaction and every exchange with a consumer (even when there is no money involved) requires you to give them something for their currency, even if that currency is their email. Offer them a few free tracks, a free concert ticket, a chance to win something cool and there is a greater chance they will join your cause.
Never underestimate the power of consumer information and the email list is a great way to get it.