Staying in touch with music fans

How a few customers in the music business use email marketing with style

Emma’s home office is in Nashville, TN, home to about 1.5 million residents, and (by my count) approximately 1.4 million are involved in the music business in one capacity or another, including myself. In fact, my first introduction to Emma came while I was working at a small independent music label. It was love at first press release, and I soon switched over to working at Emma full-time. I had seen how helpful Emma could be for musicians who wanted to spread news quickly.

These days, I’m becoming familiar with more and more musicians and music venues, as Emma has a talented bunch of customers from all across the country. For those in the music business — whether you’re an independent songwriter, concert hall or symphony — it’s important to stay in touch with your audience even in the midst of a busy schedule, and Emma is a great way to share news quickly. Let’s dive into a few Emma customers that hit all of the right notes.

Marshall Chapman

I’m a huge fan of the emails from the delightful and talented Marshall Chapman. Aside from being a talented songwriter and performer, Marshall knows how to put together a compelling email. Sure, you can find the usual suspects, such as upcoming tour dates, links to purchase her record and current happenings, but I really enjoy the personal content Marshall includes. A link to Marshall’s favorite summer salad recipe? Delicious. A list of tunes she’s been rocking lately? Sounds great. My favorite segment of the email is a little something she calls the “Hummingbird Hall of Fame.” Fortunately for those of us whose musical ability doesn’t extend past that year of recorder lessons in elementary school, becoming an inductee simply involves forwarding a campaign to a friend.

+ View the online version of this email campaign
+ Visit Marshall Chapman’s website

The Worsties

Jesse Worstell, a member of Emma’s billing team by day and total badass rockstar by night, is a member of The Worsties, along with his wife and his fellow Emma colleague, Jairo Ruiz. When fans hit The Worsties’ website, they can sign up to receive updates and news from the band. After submitting their contact info, fans immediately receive a welcome email with a link to download a free MP3. Jesse makes sure to capture subscribers’ zip codes when they sign up so the band can easily let fans know when they will be rocking a stage near them. (If you want to set up a welcome email like this, read how-to steps here, and make use of Emma’s document library for downloadable content.)

+ View the online version of this email campaign
+ Visit The Worsties’ website
+ Follow The Worsties on Twitter

Nashville Ballet

If you’ve had your fill of pedal steel licks or grown tiresome of cowboy songs, don’t fear — Nashville is chock full of all kinds of arts. The Nashville Ballet sends a fantastic monthly newsletter to ticket holders, donors and supporters with a wealth of engaging content. The option to buy tickets is front and center, but subscribers can also learn about the ballet’s involvement in the community, welcome new board members and even register for dance classes to stay fit. Bellissimo!

+ View the online version of this campaign
+ Visit the Nashville Ballet’s website

Need an encore? See more campaign examples in the slideshow below.