Well actually, you should be communicating with your fans in many ways– albums, singles, social media, blog posts, on-stage announcements, etc. But according to a recent study conducted by ExactTarget, when it comes to your marketing messages (“get my new album,” “come see us play this Saturday,” etc.), your fans are most receptive when they receive a good old-fashioned email.
MarketingLand.com says of the data:
“ExactTarget asked almost 1,500 US online consumers (age 15 and up) about how they prefer to get permission-based marketing messages and a whopping 77 percent said email — a number that dwarfs all other options in the survey. Direct mail was second at nine percent and text messaging was third at five percent…”
“E-mail doesn’t only beat all comers as the preferred channel for getting marketing messages. According to the ExactTarget survey, it also drives more consumer purchasing than any other channel.Sixty-six percent said they’ve made a purchase based on getting a promotional e-mail, just barely edging out direct mail.”
So, the moral of the story is– Don’t forget to spend some time putting together a quality email newsletter– one that engages your audience, makes fans feel like they’ve played some part in your artistic development, and then gives them the opportunity to purchase the songs, albums, T-Shirts, songwriting workshops, or concert tickets you’re offering.