Social platforms decide who sees your post. Email doesn’t. When a fan opens your email, it’s you and them, with nothing else on the screen.
That makes email the channel you own. And today’s email tools let each message read like you wrote it for one fan.
What do you need in place first?
A platform with fan segmentation, automation and a tight connection to your online store.
Then grow the list honestly. Never buy one. Invite fans to join, and give them a reason with something exclusive.
As it grows, split it. First-time buyers and longtime concertgoers want different emails. Automate the ones that matter most: a note on a fan’s anniversary, a thank-you after a purchase, a reminder when they leave something in their cart. Watch your email opens and fan feedback, and adjust.
What should your first emails say?
The welcome email, sent right away
The moment someone joins, send it. Include a great photo, links to your social accounts and a 10% discount code for your shop. If you can, add a short video of the artist saying thanks for joining. This email sets the tone for every one after it.
End it with a funny line from a real fan. If you’ve got thousands of fans on the list, say so: “Join 10,000 fans on the list!”
The value email, a few days later
Send something extra. Phone and tablet wallpapers so fans can show they’re with you. A secret YouTube video the public hasn’t seen, like a rehearsal clip. Backstage photos work well here too. Or a free download of a track, maybe an acoustic version.
SMS and Messenger
Grow an SMS list and a Messenger list as well. Tools like Manychat can automate them and turn fans into customers.
More emails worth automating
- Abandoned cart. “Forgot something on your last visit? Here’s another look. And just for you, a little something to sweeten the deal.”
- Product recommendations. “Based on your last buy, we thought you’d love this limited edition tee.”
- Feedback request. After a purchase, ask what they thought. “Loved it? Let the world know. Thought we could do better? Tell us first.”
This week, write your welcome email and switch it on, so the next fan who signs up gets it right away.
