NEXT IN THIS TOPIC

Special Reports

Email Best Practices For the More Advanced

April 2, 2012

Non-actives:
Create a separate campaign for the non-active subscribers—the people who have not unsubscribed but have not opened an email in six months or more.

Free email addresses:
People discard their free email accounts quickly—the most popular are from aol.com, yahoo.com, gmail.com, and hotmail.com—and usually access them with a browser instead of an email client like Microsoft Outlook. Most of your email database will consist of these accounts. Over time, these accounts will turn non-active more quickly than other accounts. Consider keeping separate stats for them as well as fashioning separate campaigns designed to be seen on a browser with a cluttered screen.

Optimize for mobile:
It's likely a sizeable portion of your recipients read your email on their mobile device—and that portion is probably growing. Optimize your email for the small screen with a narrow format and large buttons to counter the "big thumbs" syndrome. That design will also work on the desktop screen.

Auto-responders:
Your email platform probably has an auto-responder you can use, which means you can automatically send a pre-authored email (or series of them) when someone takes certain actions, like signing up for the first time or purchasing a ticket. It's another way to stay in front of your audience. Create a "Did You Know" series about your venue or special biographical tidbits about performers.

Keep it fresh:
Freshen up the creative for your active subscribers fairly frequently to avoid the I've-already-seen-that trap. Revise your newsletter to add a different graphical element every few months and revise your marketing blasts every couple months.


WHO'S BLOGGING

 

WHO ELSE IS BLOGGING

Law and Disorder by GG Arts Law

Career Advice by Legendary Manager Edna Landau

Munich Times by Andrew Powell

An American in Paris by Frank Cadenhead

NOTED ENDEAVORS
Interviews with musicians who have successfully created their own opportunities.

Read more about this video

 
 

PROFESSIONAL
   GROWTH

ADVERTISEMENT

»

NETWORK

ADVERTISEMENT

»

Updates to artist manager rosters

»

RENT A PHOTO

Search Musical America's archive of photos from 1900-1992.

 

»BROWSE & SEARCH ARCHIVE