Mailing List Neglect Nashville Unsigned Patryk Larney Hope Tree Entertainment

Patryk

You’ve Been a Nashhole to Your Email List & It’s Time to Ask Forgiveness

, hope tree entertainment, patryk larney

EMAIL LIST NEGLECT Your old friend “Email List” is feeling pathetic lately and you know EXACTLY why. You haven’t paid Email List any attention in months or maybe even years. You’ve neglected to invite him to your promotion parties and band performances. As an independent artist, you are well aware that you are SUPPOSED to ...

Email List Neglect Nashville Unsigned
Patryk Larney Hope Tree Entertainment Email List Neglect

EMAIL LIST NEGLECT

Your old friend “Email List” is feeling pathetic lately and you know EXACTLY why. You haven’t paid Email List any attention in months or maybe even years. You’ve neglected to invite him to your promotion parties and band performances. As an independent artist, you are well aware that you are SUPPOSED to invite him to the party, but he never gets a call. Just the thought of Email List makes you uncomfortable and probably even overwhelmed. This negligence must cease!

For most of us, if we go a day without social media, it’s no big deal. But, if we discovered an entire day of emails disappeared, it might not roll off our backs so easily. That’s because you have grown accustomed to making an action call on every single email that travels through your inbox. Even if you do decide to delete an email without ever opening it, the sender and subject have still registered with your brain. That should tell you something about the importance of your Email List.

SOCIAL MEDIA IS THE REAL NASHHOLE

I’ll be the first to admit that there are legit reasons why social media is attractive for undiscovered talent. The music industry is downright thankless and often discouraging to artists. Social media provides instant gratification for all that bruised ego. A “like” here and a “share” there help young talent to climb back on the treadmill of the indie hustle. But Facebook, Twitter, Instagram, and Snap Chat should all be used as BAIT to acquire an email address. Social media should be treated as a supplement to the email list, not a replacement.

EXCUSES

I can already hear the array of firework explanations exploding in your mind as you justify why you’ve been so negligent concerning your email list. I can spot an oncoming excuse even before it comes out of your face. My mother used to say, “most excuses can be easily replaced with, ‘because I’m lazy’.” I’m willing to bet you’ve got a laundry list of reasons why your particular case is different from everyone else. I assure you, it’s not. In fact, let me beat you to the punch.

1. I don’t want to annoy anyone

There are 7.5 billion people on the planet and somehow you are experiencing agita at the thought of sending a message to someone because they have only crossed your path briefly. Let’s look at that a different way. To determine the mathematical probability of two people even ever meeting, you’d have to consult Math Pages here… but let me save you the equation: it’s pretty freaking rare. Ladies and gentlemen, you ARE significant and you ARE relevant. If they don’t want to follow you, so be it; don’t get all butt hurt. This is the Music Business and although we all wish we could focus on the first of those two words, it is the latter that allows the first to thrive.

2. I don’t have the time

Yes, you do. Don’t kid yourself. Set your morning alarm for 30 minutes earlier than normal and Voila! You’ve found the time to send a monthly email.

3. It costs too much

I agree… fees for email services for followings 10K or more are completely out of control. However, this element of your business is FAR TOO IMPORTANT and there ARE options. (Have a look at Bandzoogle and SendInBlue).

4. I lost my contacts

Oh, the horror stories I have heard. “My ex-manager stole all my contacts and won’t give them back.” “I didn’t back up my file and my computer crashed taking my email list with it.” “House fire.”  Well, sorry about all that. Sounds like it’s a perfect time to get cracking on a new one. Here’s your first: info@nashvilleunsigned.com

OTHERS YOU HAVE LEFT OUT

Now that we’ve convinced you to turn your clock back a few years. Let’s talk about who else you’ve been neglecting. Here’s a brief list of people you have left off your mailing list.

1. Other Musicians

You’re a musician. How often do YOU talk about music? I’m willing to bet, pretty much…um…ALL DAY, ER’DAY. So why are you convincing yourself that you shouldn’t include one of the most promising sources of exposure? Furthermore, a musician does not typically unsubscribe from other musicians’ mailing lists. More likely, they will be treating your emails as opportunity research. You didn’t get all bent out of shape when your ex-background singer, who is now gaining impressive traction, took the liberty of adding YOU to their email list. What makes you think the singer/songwriter you’ve been playing gigs with for the last three years would be any different? You have his email. Add him.

2. Industry Contacts

How many times have you thought about that one guy who you met that one time that owns that one big publishing company? You know the guy you are going to contact just as soon as you get ALL of your shit looking poppin’? How long has it been since you met him? A year? If you had added him to your mailing list the day you met him, he would have been following your story for a year now. He’d be invested. You have his email. Add him.

3.  Family

Nope. Sorry, but they WILL NOT “just hear about it from your mother.” Believe it or not, everyone has a busy life and someone in the family is going to feel left out when they don’t hear about your latest event. Did I mention that family members have the lowest unsubscribe rate and the highest engagement rate? A smart musician does not wait until the launch of his crowd funding campaign before Uncle Jeff hears something about what you have been up to. You have his email. Add him.

4. The Hottie At The Bar

Aspiring artists must exude confidence. Chances are, you have an outgoing personality, an element of charisma to your swagger, and a knack for turning heads that makes you attractive. Ladies, how many times does some rando ask for your phone number as soon as you open the door to conversation? “Industry types” bait you on the reg for your digits with “all these things I can do for you.” Do not give it up. An efficient, data-focused mind asks for a business card. If they are really interested in helping you, they’ll still be there 6 months down the road. Now you have his email. Add him.

CONTACT COLLECTION

Here’s the bottom line. Your email list is the point guard of your team. An experienced marketer is unapologetic about adding people to their email list. Having been in the game for a minute, it is likely you know 400 musicians or more, but how many email lists do you belong to? 5? Maybe 6? Take a moment to think about them. You are aware of every time they are appearing near you, when they have a new release, and how to acquire their new line of merchandise, and yet somehow it never occurred to you that this was successful marketing in action. Social media does not have the surefire reach of a well constructed email. If you post your latest show flyer exclusively to Instagram or Facebook, chances are someone who IS actually interested will miss it. Of course unless you pay Mr. Zuckerberg a fee (insert eye roll…then see Excuse #3).
The time has come to reach out to your old buddy. Resurrect that email list and ask for forgiveness. Add EVERYONE and allow the user to decide whether or not they want to stay on your list. There is an unsubscribe button for a reason and if they click it, they were never your friend in the first place.