“What is the first thing I should be communicating to a fan after they join my list? Should I be selling?”

This is probably one of the most common questions artists have when starting to communicate with their fans. We all know the first contact is very critical and we want to make sure we not only give them a reason to read the first campaign, but to keep on doing so over time.

We asked this question to some of our industry experts to get their opinion on what should be the first thing artists communicate to their fans after joining their mailing list.

Our Guests:

Robb Nansel (Saddle Creek Records), Jesse Korman (Piermont Records), Nick Martucci (Universal Attractions)

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Robb Nansel

Omaha musician and co-founder of Saddle Creek Records (originally Lumberjack Records), as well as a member of Commander Venus and Bright Eyes.

“It’s completely dependent on what the terms of the sign-up are. Did people sign up to get information on how to order your new album? If so, then yes; you should be selling in that initial communication. However, that is likely not the case. Most likely the person signed up in order to receive some sort of free asset (mp3 download or the like). In that case, your initial message should deliver that asset in a clean, simple, unobstructed way. Thank them for signing up and give them what they were promised. Don’t try to sell them anything they didn’t ask for (yet), but let them know that they will be hearing from you in the future. If you have a schedule for future updates (i.e. weekly, monthly), let them know that frequency as well. And always give them an easy way to unsubscribe. Don’t clutter people’s inboxes with unnecessary information. Keep it short and sweet!”

Jesse Korman

Started Experimental Metal band The #12 Looks Like You, co-created record label/management company Piermont Records, discovered and manages Foxy Shazam and Bad Rabbits. Also manages producer/songwriter Jayson DeZuzio (Coheed&Cambria, Cobra Starship) and songwriter Brett Detar (ex-Juliana Theory).

“One of the first things I would want to tell my new fan would be how much I appreciate them. The more you capture one individual fan, the more they feel that much more special. Everyone wants to feel like they are important and more special than any other fan. So I would ask a lot about who they are and get to know them to a certain extent, which is why I wouldn’t try selling anything right away. If you try to sell right away, you push them away.”

Nick Martucci

Has over a decade’s worth of experience in the music business. At Universal Attractions, works with headline artists including MC Hammer, Dick Dale, Bobby Brown and Heavy D.  In addition to booking, acts as Marketing Director and Agent Training Coordinator for the company.

“After a causal listener is added to your email list, your next goal should be to convert that listener into a ‘Superfan.’  While offering the listener an easy way to purchase merch is important, it is just as important to cultivate a long-term relationship with that listener.  Artists should be providing incentives for listeners to be ‘part of the team’.

Meet-and-greets, house concerts, listening parties and low cost/free merch are all incentives that can be offered via email to turn a casual listener into a ‘Superfan.’ These ‘Superfans’ can help support your career over the long term, while casual listeners may only be interested in a single song.”

What do you include (or think you should include) in a campaign that gets sent to fans who have just joined your list?

Share your point of view and personal experiences about this topic. We are always looking to hear from our readers, and will tweet interesting comments!