Email Lists and Direct-to-Fan Marketing

Social media platforms can change their algorithms overnight and tank your reach. Your email list is the one audience you truly own. No algorithm decides whether your message gets delivered — it goes straight to their inbox. Every serious artist should be building an email list from day one, even if it starts with just twenty people. Those twenty people who gave you their email address are more valuable than two thousand passive followers.

Start with a free email marketing tool like Mailchimp, MailerLite, or ConvertKit. Create a simple sign-up page and offer something valuable in exchange for an email address: an unreleased track, early access to tickets, a behind-the-scenes video, or exclusive content. Embed the sign-up link in your Instagram bio, YouTube descriptions, Spotify artist page, and website. Mention it at live shows and in your content regularly.

Send emails regularly but not excessively. Once or twice a month is a good rhythm for most artists. Each email should feel personal and valuable — like a message from a friend, not a corporate newsletter. Share updates about new music, upcoming shows, personal stories, and exclusive content. Write in your own voice. People signed up because they connect with you as a person, so be genuine.