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With everyone's busy days and multiple social media channels where they get information, sometimes key events that the consumer would like to know about go unnoticed. Emails are a good tool for record labels to use to inform their followers about the important things that happened each week. Finding the right balance between too many emails and not enough can be challenging, but sending an email each week that outlines what has happened and what will be happening is important.
Emails should contain information about:
1. Music Releases
Most importantly, people may not have been paying attention to their various social media feeds or could have simply missed a song or album release that they would otherwise want to know about. An email that allows the consumer to see what music was released and an easy way to listen to these new songs (such as linking a SoundCloud playlist with the new releases) is a good way to inform the consumer about what good music might have been missed in a given week.
2. Events
Record labels have various events that are taking place or have already taken place such as artist tours, podcasts, contests, etc. that consumers may be interested in but may have missed on other communication channels. The email should make it easy for people to get tickets for an upcoming event, link to podcasts that may have been missed, or route the follower to where a contest is taking place.
3. Merchandise
Using either pictures or GIFs, record labels can email followers about merchandise that is new, running low, or on sale. A discount code can even be provided every once in a while as well. This may spark people's attention and persuade followers to visit the merchandise store to browse or purchase.
The Idea:
People who agree to be on an email list for a record label want to know about these various things that are happening with the label each week. The idea is that email should be used to essentially do the investigative work for the consumer. If the consumer sees something in the email they are interested in, it should be as simple as a click or tap away for the consumer to get it. The email should not be cluttered. It should be organized and engaging, following a similar pattern each week so that the content is new but the way to navigate it is not.
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