Alte Kaserne
Alte Kaserne

E-mail Marketing

So your productions are now available online. The next step is to promote your music and let your potential target group know where they can buy your tracks: easier said than done. Before starting your promotional activities you should ask yourself some questions:

  • Are the recipients actually receiving your newsletter?
  • Are they opening your newsletter?
  • Do they browse through the text or do they actually read it carefully?
  • Do your recipients open the links to your productions?
  • Is actually anybody what you are promoting your newsletter?
  • How many people do unsubscribe from the newsletter?

An increasing number of labels and producers are using newsletters and e-mails as promotional tools. E-mail marketing doesn’t simply mean to spread your messages all over the world, you need to think that you are trying to generate some value. Basically, I would divide e-mail marketing into two main groups:

  • e-mailings (focusing on specific actions like e.g. special offers, new releases, etc.)
  • newsletters (published on a regular basis in order to inform your target groups on your general activities)

Key success factors for e-mail marketing:

Banal though it may seem, you need clear objectives

  • You need a master plan when it comes to operational activities
  • The idea behind e-mail marketing should be permission and not spamming
  • Plan subscribe possibilities on your web page and an immediate confirmation message once a new subscriber registers
  • Define a clear and cogent unsubscribe policy
  • Legal requirements: in some countries there are clear opt-in and opt-out rules that should be taken into consideration. Violating applicable laws might get you into serious trouble.
  • Content
  • Format (html, plain text, etc.)
  • Software solutions that could be used
  • Testing
  • Bounce management
  • Controlling


E-mail marketing objectives

  • Sales
  • Cross-selling and up-selling
  • Customer retention
  • Promotion of new productions
  • Branding
  • Keeping in touch with your target group


Content and layout
There are some basic rules that you need to consider while preparing e-mails:

  • Place the most interesting part at the very beginning of your message
  • The message should be complete and include all relevant details for what you are trying to sell and promote
  • A so-called eye-catcher is needed
  • Go straight to the point
  • Convey a clear message
  • Highlight advantages / strengths / USPs
  • Call for action through a button or a link
  • Provide response elements
  • Show price

Relevant performance indicators

  • Open rate
  • Click rate
  • Conversion rate
  • Bounce rate
  • Unsubscribe rate


As the name suggests, the use of e-mail in marketing communications is a basic tool for the vast majority of independent labels and it covers all the messages you send to customers or potential customers by e-mail.

Its objectives are:

  • The acquisition of new customers or persuading existing customers to buy your music again.
  • Customer loyalty and relationship.

In other words, you need to attract your customers and keep them coming back for more. In order to achieve this, you need to keep on providing high-quality music productions.

E-mail marketing is very popular because sending email is much cheaper than most other forms of communication. In addition to this, you can convey your messages directly to your target group with limited wastage. Another relevant element for your successful e-mail campaign is a good list of target people, which can be quite a challenging issue. Responsible e-mail marketing is based on the idea of permission. Basically, you need an email address owner's permission before you can send them a commercial email. If you don't have this permission, then the recipients of your e-mail may regard your message as spam; unsolicited commercial (bulk) email. Also, opt-out opportunities should be offered in every message you send to your recipients.

Last but not least, good copywriting, good design and layout should be taken into consideration, as they might work as eye catchers for your recipients. It is very simple: make it interesting, personal and compelling to the reader.

The subject line is of paramount importance, too. It is often the very first thing that the reader will read. Go straight to the point and make a clear and unmistakable claim.



Here are some interesting publications that might help you in your online marketing activities.


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