Social media is great for exposure, but if you’re relying solely on it to build a real fanbase, you’re playing a risky game.
Algorithms change, accounts get suspended, and posts get buried. Your fans might follow you today and never see your content again.
Email marketing, on the other hand, puts you in direct control. When you collect emails, you own your audience. You can reach your fans anytime, on your terms, with no middleman deciding who sees your message.
More importantly, email lets you build a deeper, more personal connection with your fans—turning casual listeners into die-hard supporters who buy your music, stream your songs, and show up at your gigs.
In this piece, we want walk you through the process of building a fanbase with emails.
But first…
Why Should Musicians Collect Emails?
This probably sounds weird to you: artists doing emails? But no group of professionals were exempted when the idea of email was born.
And if your audience uses emails for other purposes, why won’t they open yours?
It will also interest you that emails from art organizations and artists have an average open rate of 42.16%, remarkably higher than the average marketing email open rate of 34.23%.
Below are reasons you should consider building an email list:
- Direct Access to Your Fans: Unlike social media, where your posts may or may not reach your audience, email lands directly in your fan’s inbox. If they’ve subscribed, they actually want to hear from you.
- More Sales, More Support: Fans who receive emails from artists are far more likely to buy merch, tickets, and music. Email marketing gives you a reliable way to promote your releases, crowdfunding campaigns, and exclusive offers. According to a 2024 Forbes report, consumers are three times more likely to make purchases from email marketing than from social media. So you see, nothing to lose.
- Better Engagement Than Social Media: Emails have a much higher engagement rate than social media posts. Your message won’t get lost in a sea of content. It will be seen.
- Long-Term Relationship Building: Social media followers come and go, but an email list is yours forever. You can nurture real relationships, tell your story, and keep your audience engaged for years.
Now,
How Do You Get Fans on Your Email List and Build a Loyal Fanbase?
1. Offer Something Irresistible
Fans won’t give up their email for nothing. Offer an exclusive incentive like a free unreleased song, behind-the-scenes content, a private livestream performance, and an early access to ticket sales
Put this offer on your website, link to it in your social bios, and mention it in your posts.
2. Make Signing Up Easy
Use a simple, mobile-friendly signup form. Place it on your website, your Linktree, and even at your merch table. If fans have to hunt for it, they won’t bother.
3. Promote Your List Everywhere
Talk about your email list in your Instagram captions, TikTok videos, and at live shows. Remind fans why it’s worth signing up—access to exclusives, VIP treatment, and direct updates from you.
4. Deliver Valuable Content
Don’t just send emails when you want something. Give fans real value, like
- Personal stories behind your songs
- Sneak peeks of upcoming projects
- Exclusive discounts on merch
- Tour date announcements before the public gets them
- Your tour experiences off the stage that cameras didn’t capture.
Your emails should feel like a backstage pass to your world.
5. Be Consistent (But Not Annoying)
Email your fans regularly, but don’t flood their inboxes. A good rhythm is once a week or twice a month—just enough to keep them engaged without overwhelming them.
So What’s The Deal?
When you show up in their inbox with valuable, personal content, they feel connected to you. That connection turns into loyalty, and loyalty turns into real support—streams, ticket sales, merch purchases, and word-of-mouth promotion.
