Leveraging Email Marketing and Solo Ads Marketplace for Musicians

Leveraging Email Marketing and Solo Ads Marketplace for Musicians

Guitarist playing live


Music fans go through a ‘fan journey’: they ‘travel’ from unknown (someone who has never heard of you and your music) to superfan. It is important to build relationships with potential fans and often only mentions social media. But solo ads are just as important, maybe even more important! This article, as well as visiting https://oursoloads.com/, gives tips for how you can get started with solo ads and email marketing for your music.

Extra bubble

If you build a mailing list, you get, in addition to your social media channels, another ‘bubble’ in which you can reach your followers. This is even one of your most important bubbles because you – unlike social media – have this in your own hands! If someone registers, you can, until they unsubscribe again, reach him or her with solo ads and you are not stuck with complicated algorithms such as on social media. Or what if such a channel even stops altogether? Just think of the quitting of Myspace, where many musicians lost touch with their fans. And although of course not everyone opens your mail, the percentage of people who will read your message is larger than the average reach on socials.

Impact with solo ads

In addition to helping build a relationship with your followers, solo ads help better than social media when you want to get something done from someone, for example, buying merchandise or tickets. No matter how much they like you, people usually need 5 to 7 touchpoints before taking action. It is therefore important that you use those multiple bubbles so that they see the message more often. Solo ads are known to be the best ‘buy-in’. They sometimes say that e-mail works 40 times better in stimulating a certain action than social media. With e-mail, you can make an impact.

Not from your inbox

A common mistake is that musicians send emails from their regular mailbox, for example via their Outlook or Gmail. If you start sending emails to fans for your music, then you need so-called ‘autoresponder software’. There are a lot of providers of that. For my own band, I work with Mailerlite and maybe you’ve heard of Mailchimp. Such software firstly ensures that you can build up your mailing list in a good and easier way, for example by making the process of registration forms and unsubscribing easier.

The ‘way out’

When sending e-mails, you are obliged to give the possibility to unsubscribe in a simple way under each e-mail. I have been part of the mailing list of a musician and he did not have that possibility. It then feels painful to unsubscribe, because you then have to email someone yourself with the question of whether he/she can remove you from the list. In any case, it is a good idea to make that process of unsubscribing as easy as possible, because it is of no use to you if you have people on your list who actually do not want to receive your e-mails (anymore).


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Manual and automatic

You also need an autoresponder for access to a lot of statistics and data, scheduling emails, and automating email sequences. In autoresponders, you can send two types of emails: campaigns and automation. You can send campaigns manually, in real-time, or at a time when you have scheduled them. If an e-mail is sent because someone else takes a certain action, we are talking about automated e-mails or automation. These e-mails are activated by certain actions that the person does himself. For example, you can welcome someone who subscribes to your mailing list and send any promised downloads and then a number of introductory emails. This means that people don’t have to wait for you until you have time to manually send something to them.


Subject Lines

The sole purpose of the subject line is to ensure that the recipients open the mail. A number of principles that you can apply to this are ‘scarcity’ (‘Only today’, ‘Don’t miss this’, etc.) and the ‘opening of a loop’ that is only closed in the mail itself so that they become curious and click on your mail. It is therefore important to tell in the subject line in an exciting way what is in the mail without really saying what is in the mail. So don’t make your subject line a ‘table of contents’. Sometimes it’s enough to write the subject line as you would with a solo ad email to a friend. So it can also be something as simple as ‘Hey, how are you?’ In any case, make sure that you really stay yourself!

Get rid of newsletters

The content of the e-mail also has one main purpose at best. So stop with those literal ‘newsletters’ with multiple news items. Write the mail as you would to a friend and make sure it is as simple as possible. So no fancy newsletter template, but just the basic version with only text, where you can – if it is really necessary – use a photo or video. This comes across as much less spammy and feels much more personal. So don’t use your solo ads as a sending system, but really as a tool that is as personal as possible to reach several people at the same time.

Click or comment

Because it is best to pursue only one main goal with the content of your mail, it is better to send an e-mail with little information more often than a few e-mails with a lot of information. Because: you want people to take action. Do they have to click on a link? If so, why? What’s in it for them? Here, too, you want to make you curious about what is going on behind the click. The page you link to must ultimately convince the person to actually do the desired action. A goal can also be that you want a response from someone; in that case, you end your solo ads with a question and tell them that you are looking forward to his or her response in a reply to the email.


Recruitment of members

Building a mailing list does not happen by itself. People must actively find out about it and have a good reason to enter their ‘precious’ e-mail address. Stop with the general ‘Subscribe to my mailing list for updates’ call-to-action. What value can you offer in exchange for an email address? A preview of a yet-to-be-released song? Free downloads of brand new songs? Mp3’s from a complete album? A look behind the scenes? An e-book with your lyrics and background information? Just think of it! And then you will actively promote it: on your website, on your social media channels, perhaps with social media advertisements, and of course at (online) performances.


There can be quite a bit of ‘wrong’ when starting with solo ads, but because you have read this article you start much better and you will get more out of it. E-mail is certainly not old-fashioned and every artist with a following would do well to build up an e-mail list and send regular emails on top of running solo ad campaigns.