Behind the Mic: Mailing List Management

posted in: Features

When managed correctly, mailing lists can be the ultimate key to fan engagement. A mailing list is a directory of fan names and their contact information (e-mail address, phone number and city/state are all good to have). The easiest way to collect this information is to bring a “guestbook” with you to every show. You can leave the guestbook at your merch table, or bring it around to the crowd after your set. You should also have a sign up form on your Web site and MySpace page.

To make signing up more appealing to your new fans, you should offer an incentive. For example, announce on stage that anyone who signs up for the mailing list will get a free CD, t-shirt or song download.

Let’s say you’ve got the contact information for twenty new fans. What now?

Create a spreadsheet (we recommend a Google Doc so all band members can easily update the list) and include columns for your fans’ names and all other info you asked for. Make sure you update the list after each show.

Next, you might want to join a mailing list site, such as BandLetter.com, to help you brand and distribute your mailings in a professional manner. They will also offer well-designed e-mail templates, remind you when to send news out and help manage your contact list.

At this point, you’re probably wondering what constitutes “news”. Use your mail to announce upcoming shows, album releases, new songs, reviews and new merch. You can also use it to promote new videos, blog posts and, of course, your competitions on OurStage!

In addition to email, you can also use texting to reach your fans. Sites such as Mozes.com offer easy-to-use mobile alert creation and are used by artists like Rascal Flatts and Justin Bieber.

Of course, mobile alerts can’t be as in-depth as email newsletters, but the advantage here is guaranteed instant delivery to the palm of your fans’ hands. These updates are perfect for announcing a “flash sale,” last minute set time change or sending a reminder for a day-of album release or show.

Update fans at least once a month and encourage them to follow your social networking sites for day-to-day announcements and show invitations. Keeping your fans in the loop can make a huge difference in your album sales and show turnouts, so always stay in touch!