How To Grow Your Mailing List
Credit: Ribal Hosn
Off the back of the recent Facebook news ban, mailing lists have been a hot topic this month, with artists and platforms across Australia upping the ante in their newsletter efforts. They offer a fantastic, but often missed opportunity to directly engage your audience with personalised content and to own your data. To help you make the most of your newsletters, we’ve put together some of the proven ways artists grow their mailing lists.
Collect Data From Your Ticket Sales
One of the best sources of audience data is your ticket sales. If there’s anyone who would be interested in your email newsletter, it’s the people who are buying tickets to your events.
In some regions, like Australia, ticket vendors collect this data and provide an opportunity for fans to opt in to further marketing from the artist, you just have to be sure to retrieve that data from them. In other regions, you may have to set up that data collection in advance. This way you can catch as many of your existing fans as possible and start to engage them with your newsletter.
Make Exclusive Offers
It’s helpful to think of running your newsletter as an opportunity to invite fans to an exclusive club. Regular content not only offers an opportunity to connect with your audience on a more personal level, it also creates an element of exclusivity.
If your audience knows their subscription will provide access to an exclusive club where they can enjoy benefits like seeing your exclusive content or gaining early access to merchandise and ticket sales, they’re more likely to hit that subscribe button.
Jaguar Jonze’s newsletter is a great source for her fans, the artist keeps her audience up to date with her latest news and even includes her own personal messages. If artists are willing to invest in their content by adding personal touches like these, they can reap the benefits of maintaining invaluable connections with their audience.
Run Giveaway Competitions
Giveaways are a great way to build new interest around your newsletter. Who doesn’t love a freebie? Advertising an incentive like the chance to win signed merchandise or tickets to your next gig is a great way to engage your potential audience.
Last year, Splendour In The Grass ran with a 2020 theme by giving away 20 of their VIP passes to their subscribers. Offering a free ticket to an event that’s basically guaranteed to sell out is a surefire way to capture the attention of potential audiences.
Advertise
People can’t sign up for content that they can’t find, so be sure to advertise your mailing list across your platforms. Be sure to include a simple sign up option across your social media channels, website, and anywhere else you’re active.
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