11 Mistakes Musicians Make in Email Marketing


Introduction: The Power of Email Marketing for Musicians

You know, email marketing can totally change the game for us musicians. It's like having a direct line to our fans, helping us bond with them and sell more music than ever.

But here's the catch - some pesky mistakes can trip us up and make our emails quite useless.

So, let's dive into the 11 email marketing mistakes musicians tend to make and, more importantly, how to dodge them like a pro!

Mistake #1: Failing to Segment Your Audience

Audience segmentation is the process of dividing your fans into smaller groups based on common characteristics such as interests, location, and engagement levels. By doing this, you can tailor your emails to resonate with specific segments and increase the chances of connecting with your fans on a personal level.

Action Step:

Segment your email list into groups based on factors like musical preferences, geographic location, and engagement levels. This way, you can send targeted content that appeals to each segment and drives better engagement.

Mistake #2: Impersonal Language and Tone

Your fans want to feel like you're talking to them directly, not to a faceless crowd. Using impersonal language in your emails can create a disconnect and reduce the effectiveness of your message.

Action Step:

Use a conversational tone and address your fans directly using personal pronouns like "you" and "your." This creates a sense of intimacy and encourages your fans to engage with your content.

Mistake #3: Neglecting Storytelling

People love stories. They captivate our attention, evoke emotions, and help us form connections with the storyteller. Integrating storytelling into your emails can make them more engaging and memorable.

Action Step:

Include personal anecdotes, behind-the-scenes stories, or narratives about your creative process. These stories will captivate your audience, strengthen your bond with your fans, and keep them coming back for more.

Mistake #4: Overloading Your Emails with Too Many Topics or Promotions

Emails that are too long, cluttered, or unfocused can overwhelm your audience and lead to lower engagement rates. Instead, keep your emails focused on a single topic or promotion to ensure your message is clear and easy to digest.

Action Step:

Choose one topic or promotion per email and keep the content concise and focused. This makes it easier for your fans to understand the purpose of the email and take the desired action.

Mistake #5: Ignoring the Subject Line

A catchy subject line can be the difference between your email being opened or ignored. In addition, your subject line should grab your fans' attention and entice them to read further.

Action Step:

Craft attention-grabbing subject lines that clearly convey the benefit of opening the email. Use curiosity, urgency, or personalization to encourage your fans to click.

Mistake #6: Inconsistent Email Frequency

Sending emails too frequently can annoy your fans while sending them too infrequently can cause them to forget about you. Striking the right balance is essential for maintaining a strong relationship with your audience.

Action Step:

Develop a consistent emailing schedule based on your fans' preferences and engagement levels. Then, monitor your open and click-through rates to fine-tune your frequency and maintain a healthy relationship with your audience.

Mistake #7: Neglecting Mobile Optimization

With most people accessing their emails on mobile devices, ensuring your emails are mobile-friendly is crucial. Poorly formatted or hard-to-read emails can lead to frustrated fans and lower engagement rates.

Action Step:

Use responsive email templates and test your emails on various devices to ensure they're easy to read and navigate on all screens.

Mistake #8: Failing to Monitor Email Analytics

Tracking email analytics like open rates, click-through rates, and conversion rates helps you understand the effectiveness of your email campaigns. Ignoring these metrics can prevent you from optimizing your strategy and maximizing your results.

Action Step:

Monitor your email analytics and use the data to identify trends, areas for improvement, and successful tactics. Then, continuously refine your strategy based on your findings to increase your email marketing success.

Mistake #9: Over-promoting Yourself

While promoting your music is essential, focusing solely on self-promotion can turn off your fans. To keep them engaged, you must balance promotional content and valuable, entertaining information.

Action Step:

Provide value to your fans by sharing exclusive content, useful tips, or industry news alongside your promotions. This will ensure that your emails remain interesting and engaging even when promoting your music.

Mistake #10: Not Having a Clear Call-to-Action

After reading your email, your fans should always know what action you want them to take. A clear call-to-action (CTA) guides them toward the desired outcome, whether purchasing an album, attending a concert, or sharing your content.

Action Step:

Include a specific CTA in each email that tells your fans exactly what you want them to do. Ensure the CTA is prominent and easy to understand, increasing the likelihood of your fans taking action.

Mistake #11: Not Investing in Email Marketing Education

To truly master email marketing and unlock its full potential for your music career, you must educate yourself and stay updated on industry best practices and trends.

Action Step:

Invest time and resources in email marketing education, such as enrolling in a coaching program like the Email Marketing for Musicians course. Continuous learning will help you refine your strategy and stay ahead of the competition.


Avoiding these 11 email marketing mistakes will help you build stronger relationships with your fans, sell more albums, and grow your music career. By implementing the action steps provided, you'll be well on your way to mastering email marketing and reaping its many benefits.


1. How do I find the right balance between promotional content and valuable information in my emails?

A good rule of thumb is to follow the 80/20 rule: 80% of your content should provide value and entertainment to your fans, while 20% can focus on promotions. This ensures that your fans stay engaged and appreciate your promotional content.

2. How often should I send emails to my fans?

There's no one-size-fits-all answer to this question. The ideal email frequency will depend on your audience's preferences and engagement levels. Start by sending emails once or twice weekly, then adjust the frequency based on your open and click-through rates.

3. Can I use email marketing to promote my live shows and concerts?

Absolutely! Email marketing is an excellent way to inform your fans about upcoming shows and sell tickets. Ensure to include a clear call-to-action that directs your fans to purchase tickets or find more information about the event.

4. How do I create an engaging subject line for my emails?

Use curiosity, urgency, or personalization to craft subject lines that capture your fans' attention. Keep it concise and clearly convey the benefit of opening the email. Test different subject lines to see which ones resonate best with your audience.

5. Should I use images and videos in my emails?

Including images and videos in your emails can make them more engaging and visually appealing. However, it's essential to strike a balance between visual content and text. Ensure your emails are still easy to read and navigate, even if images or videos don't load correctly on certain devices or email clients.

Remember to use alt text for images and briefly describe the video content to ensure your fans can still understand the context if they cannot view the media elements.

By avoiding these email marketing mistakes and implementing the action steps provided, you'll be well on your way to crafting emails that resonate with your fans and effectively promote your music. So keep learning, experimenting, and refining your approach to make the most of this powerful marketing tool and grow your music career.