If used properly, a performing songwriter’s most valuable marketing asset can be his email list. A lot of songwriters put all of their promotional efforts into the latest social media sites, like Facebook, Twitter and ReverbNation without considering the benefits of having an email newsletter.
The main advantage of an email list, is it’s a direct way of communicating with your fans, by sending them a message to their inbox Email1and1. That’s more than you can say for the social networking sites, which come off more as blasts to whoever happens to be viewing your feed at that moment.
The other main advantage of an email list over social networking sites is social media sites come and go (along with the fans attached to those pages), while email isn’t going anywhere in the foreseeable future. Think about everyone who had 10,000 fans on their MySpace pages. What good are those fans now? Had those fans been email addresses, not only would they still be valid, but they’d be able to get direct emails, as opposed to just status updates.
That’s not to say you shouldn’t have both an email list and a social media presence, because have both is ideal. But you also need to realize that having a Twitter or Facebook page isn’t necessarily a replacement for an email newsletter.
Most people have a typical morning routine. Shower, comb your hair, brush your teeth, eat a quick breakfast and, before taking off for work, check your email accounts. Checking your email doesn’t stop in the morning, though. People are constantly checking their emails throughout the day whether it’s on their laptops, tablets or phones.
Email is now an intricate part of today’s society and its power can be used to reach a large number of people with just a click of a mouse. Email marketing benefits from this greatly.
A lot has changed since the 1980’s when emails were primitive and could only be sent between the same email systems. Hotmail changed the face of email for good in 1996 when they established an email system that could be accessed from anywhere. Gmail and Yahoo would follow shortly after and suddenly emails become the standard line of communication. In the 2000’s, more and more households had computers and, according to a study by Forrester Research, over 420 billion commercial emails were sent in 2000 alone.
Also in 2000 the touchscreen Ericcson $380 was released and it was marketed as the first “smartphone.” The device was the first of its kind to incorporate an open operation system. It was essentially a mobile phone combined with a personal digital assistant. Receiving, reading and sending emails could now easily be done anywhere with just your phone. Today many people have smartphones and use them to check their emails frequently. Mobile email will account for 10 to 35% of email opens, depending on your target audience, product and email type.
Email continues to gain momentum and is an integral part of most people’s social and professional lives. But does email marketing still work today? Think of all the emails you get in a day. Sure, a good chunk of them are going to be personal from friends and loved ones, but another good chunk of them are from businesses. They are advertisements, announcements of sales, or even special giveaways for only those who subscribe to a particular online newsletter. These emails are read and can be forwarded to others for even more exposure for the business.