Email Marketing for Musicians Made Easy
Want to grow your fanbase and make more money from music? Email Marketing for Musicians breaks down how email connects with fans and boosts income, without getting spammy.
Email Marketing for Musicians Made Easy
by CD BABY from DIY Musician
Social media is the music marketing equivalent of busking on the street. Contending with shifting algorithms and a constant stream of content is like vying for the attention of passersby. You might catch a smile or a dollar in your guitar case, but you don’t have a listener’s undivided attention. That’s where email marketing comes in.
Email marketing puts you center stage at a sold-out show for your die-hard fans. Your email list is a community you own, composed of subscribers who want to hear directly from you. Over email, you can promote your next release, announce a tour with ticket links, and share other news with an attentive and exclusive audience.
Why email?
Direct Access to Fans
Unlike social media, there’s no middleman. No algorithm standing between you and your fans. When you send an email, it lands right in their inboxes.
Higher Engagement
Email boasts higher engagement rates than any other channel. Your fans are more likely to open an email from you than catch your latest post on Instagram or TikTok.
More Control, More Revenue
You control the experience: the timing, the content, the call to action. Want to announce tour dates, promote merch, or share a sneak peek of a new single? Email gets it done—and it drives sales.
Getting Started: The Basics
1. Build Your Email List
Start small and grow consistently. Some ideas include: add a signup form to your website, Linktree, or HearNow page, collect email addresses at shows, or share sign-up forms across your socials!
Pro Tip: Offer a free download, unreleased track, or discount code as an incentive for fans to join your list.
2. Choose the Right Platform
Platforms like Mailchimp, Klaviyo, ConvertKit, GetResponse (and Bandsintown) make it easy to design emails, automate sends, and track performance. Look for one that:
- Offers customizable templates
- Lets you create automated emails (like welcome messages)
Tracks open rates, click-throughs, and unsubscribes
3. Send a Killer Welcome Email
Your welcome email sets the tone. Thank your new subscriber, share what kind of content they can expect, and include a freebie if you promised one.
Make it friendly, personal, and short. Example:
“Thanks for joining the list! I’m thrilled you’re here. Expect updates on new music, show announcements, and exclusive content, straight to your inbox.”
4. Create Consistent, Valuable Content
Here’s what fans love seeing in their inbox:
- Tour and show announcements
- Behind-the-scenes photos or videos
- First listens or sneak peeks of unreleased songs
- Merch drops and discounts
- Personal notes or songwriting insights
You don’t need to write a novel—just stay consistent and make your emails worth opening.
5. Segment Your List
As your list grows, start segmenting it. You can send local fans info about shows in their city, or reward your most engaged subscribers with early access to merch or tickets.
6. Automate What You Can
Set up automated email flows to save time and stay in touch even when you’re busy creating. Common ones include:
- Welcome series: A few intro emails sent after someone subscribes
- Abandoned cart reminders: If you sell merch online
Tour updates: Triggered by location or past engagement
7. Track What Works
Your email platform will show you:
- Open rates: Who’s reading your emails
- Click-through rates: Who’s engaging with links
- Unsubscribes: Who’s dropping off
These metrics help you tweak your subject lines, content, and timing for better results.
Creative Email Ideas for Musicians
- Invite fans to a virtual listening party
- Let them vote on new merch designs
- Share your lyrics and the story behind them
- Include a teaser video from rehearsal or soundcheck
- Drop a surprise cover or demo track just for subscribers
Final Thoughts: Start Small, Grow Big
Email marketing doesn’t have to be complicated. You don’t need fancy tools or a huge budget—just a way to reach your fans directly, authentically, and consistently.
And the best part? Every email you send helps you connect directly with fans who are hopefully supporting your music journey for the long haul.
For more ideas, check out CD Baby’s DIY Musician Blog and articles like “15 Email Marketing Mistakes Musicians Often Make”
Free Email
HYPEBOT: This great advice from CD Baby translates to multiple email platforms including Bandsintown For Artists’ free Email Builder which offers up to 10,000 free sends monthly. Learn more here.
