DO EMAIL CAMPAIGNS MATTER?
Believe it or not, social media is not the best way to sell your beats and artist merch.
This might seem somewhat counterintuitive considering every artist on planet earth uses social media.
See, social media is extremely saturated and busy.
You can't easily cut through the busyness to reach your potential beat/merch clients as easily.
The best way to sell your beats and merch is through emails.
The number one reason is that emails are direct and straight to the point.
When someone checks their email they'll be more responsive to what you have to say with less distraction.
Emails are designed for business transactions, to begin with!
WHY RUN AN EMAIL CAMPAIGN
Every major corporation uses email as a way to sell digital products!
Email campaigns have a great track record.
The demographics of people that use email are generally older.
This indicates they're further in their careers and have a sizeable budget to spend towards buying beats and potential merch.
Sure, you may be able to get 10'000 TikTok followers however if most of them are teenage musicians you won't be able to easily capitalize on merch, let alone exclusive licenses.
Many music artists have very little social media presence but 100% of artists have emails!
You are targeting a greater potential market via email campaigns.
Having 1000 Instagram followers is less valuable than 1000 email addresses in terms of monetization.
Social media platforms are not always your friends.
Just look at how Donald Trump was permanently removed off of Twitter... Politics aside, we can see that platforms' only interests are themselves and not the actual users.
Real equity is through ownership.
Social media platforms can die - look at Vine, Tumblr and Myspace.
If the site goes under, you've lost the entire brand you spent years building.
However, if you have the email that's and are going to stick behind you forever.
People don't change their email addresses very frequently! You can own your email lists, that can't be taken away.
WHICH PLATFORM TO USE
There are MANY email campaign services to choose from.
You can even use more than one - We use both Hubspot and Mailerlite.
Boost Collective's entire business is run through emails, since we communicate with our customers frequently we can get our promotional offers seen.
Most services allow free email campaigns to under 1000 email list subscribers so you're solid.
USE ANALYTIC DATA FOR EMAIL CAMPAIGN SUCCESS
A great thing about emails is the analytics provided by your email service.
You can see how many important metrics such as:
- Open rate
- Click-through rate
- Unsubscribe rate
- Which links are clicked
You can use the analytics as metrics to experiment with many emails to find a formula that works for you!
I'm gonna show you the best email template to use to sell more deals in email campaigns.
HOW TO MAKE AN AWESOME EMAIL
Now you should understand the importance of email campaigns to you as an artist.
This is the 6-step process to the PERFECT email campaign:
- Subject line
- Greeting and hook
- CTA button
WRITING THE PERFECT SUBJECT LINE
Many people say don't judge my book by its cover.
They are wrong.
We all make split-second judgments of whether to open an email or not strictly by the subject line.
You need to write a perfect subject line to generate business.
I find the best metric is keeping it short, less than 30 characters are optimal.
Your subject line should stimulate the mind, but also arouse their curiosity enough for them to open it.
Here are the most effective emails subject lines I've used:
GREETING AND HOOK
First and foremost, you need to have a warm greeting!
This alone DOUBLES your chances of selling - you're creating a human approach.
Most email campaign provider services allow you to have a personalized token for their first name.
This token allows you to greet them with warmth and they'll be more likely to open and read your email.
I find it's better to not say hello - you should say “howdy’ or “what’s up?”
Generally, the less formal the intro the better because it shows that you're a human and builds a sense of empathy.
Caveat: if you're selling something higher-end then professionality is key.
You'll know the difference.
BUILDING TENSION THROUGH YOUR EMAIL
Humans generally purchase based on emotion, not logic.
You must impact them on a gut level to convert the email recipient into a client!
To build this emotional state you must apply tension.
Not only does this tension get them to keep reading, they'll start to care about what you are proposing.
Humans are narcissists so the best way to amplify tension is by exaggerating their pleasures and pains.
Start by asking mentioning rhetorical scenarios. Here are examples:
“Drake and major-label rappers spend tens of thousands of dollars on the BEATS alone.
Are they idiots, or do they know the value of beats? For the next 4 days, you'll have access to our Drake-type beat pack for only $19.97.”
One pattern you'll notice when it comes to the attention it's usually social.
OFFERING THE SOLUTION
You want to show them the value of your services/products and what you can do for them!
After the tension, also explain how your beats are the solution to their issues.
The tension subconsciously puts them in a scarcity mindset - and you're the solution to this.
It is the highest way to convert regular people into buying clients.
Call TO ACTION (CTA)
Your CTA is your call to action.
This is the prompt that makes the prospect take an action..
common CTA's are:
- Link to a YouTube video
- Link to your beat store
- Purchase your merch
Your most reliable CTA strategy is to have a hyperlink and one large button CTA.
Keep the hyperlink at the top of the email - about 20% click the hyperlink (these are highly qualified potential clients.)
The rest is through a bright and bold CTA button.
Don't just write "click me" or any phrasing with zero context to the benefit your customer receives.
The CTA should explicitly state the emotional value received.
An example if you're selling merch is “I wanna attract women this summer!”
RUN AN AB TEST FOR EMAILS
One of the best email campaign strategies is the AB test.
Every major email campaign service provider has AB tests available.
An AB test is where you send two versions of the same email, whichever one gets the best result is going to be sent to the full list.
By running AB tests, after a while, you're going to find a couple of patterns to highly effective email campaigns.
Ideally, you want to send your email campaigns based on the recipient's time zone.
SENDING BASED ON TIME ZONES
Many people focus on timezones, however since EVERYONE else knows the "best times" your competition goes it.
Everybody checks their email 2 to 5 times a day, it doesn't matter.
With international business, your clients have different time zones anyway so don't put too much stress on this.
BUILD A CONNECTION THROUGH EMAIL CAMPAIGNS
When you collect someone's email addresses it takes about seven or eight interactions before they finally buy from you.
Send these 5 emails to build rapport:
- Free thing
#1. INTRODUCTION EMAIL
You want to send them an introduction email that says who you are.
This ensures that the potential client doesn't forget or unsubscribes from you.
Keep it casual and try cracking a few jokes.
The idea here isn't to have any CTA, just get them to respond but with a greeting.
#2. SENDING FREE THINGS
Now if you want someone to keep a connection with you give them something free.
Everyone LOVES free stuff.
For example, give them either a free beat or a free accessory from your merch store where they just pay shipping.
Major clothing lines do this.
Since they already know you from the introductory email, you'll be able to get them into the transit action mindset.
Once they do one transaction with you - they'll be more open to future transactions.
#3. INVITE THEM TO ANYTHING
You want to now invite them to something.
Since you gave them something for free they will be more likely to reciprocate.
Humans are designed to give and take.
Invite them to do something small such as:
- Joining your IG live
- Joining your Twitch stream
- Viewing your Youtube videos
Whether they come or not by this point you are going to be a prominent producer in their mind
#4. OFFER A DISCOUNT
Now you can start selling with very little hesitation and guard against their side.
Sell them something that's a low price but not too much. Somewhere between $15-$30.
Offer them a nice 10% exclusive discount.
#5. UPSELL THEM
Now that you've finally sold (whether it's a beat or merch) you'll be able to sell again!
If someone is willing to buy from you one time do you can buy 1000 times.
If they're happy with the product and have a budget they will keep coming back more!
These are now your top clients so treat them like royalty.
AVOID RUNNING ADS AT THE BEGINNING
Most people don't give their information away for no reason.
You must exchange something in return.
You don't want to lose money when acquiring a customer - run ads to your sales page, monetize quickly.
Reserve spending money on ads to acquire customers until you have a pricey product to sell.
BUILDING AN EMAIL LIST FOR FREE
The least expensive way to generate an email list is to build connections and get organic exposure on social media.
Offer something free there in your link in bio.
These people are going to be your initial email list members.
Make a goal to collect only five email addresses every single day - that's 150 by the end of every month and over 1000 by your first year!
This goal is more attainable if you consider the fact that there's a compound effect.
In the future, as your followers grow, you'll be getting many more daily emails.
LANDING PAGE OR DOWNLOAD GATES?
If you don't have a lot of money, use a download gate service such as Boost Collective to collect email rather than a landing page.
Landing pages are costly:
- Buying a domain
- Website hosting costs
- Web design costs (and potential coding)
Landing pages do have benefits though.
You can have your Facebook pixel attached to your site - you can retarget these landing page visitors in the future with ads.
By the time you have a site, you should have an ad budget as well.
YOUR NEXT STEPS
My final thoughts are... the artist battle is not finished.
If you want a team to help you with all of your music marketing services:
On a last note, tap below to get started on our website services!