IT’S OKAY TO REPEAT YOURSELF

Someone just signed up for your email list.

Make sure you’re including links to “old content” in every email.

Promote your hot new thing, of course, but remember: not everyone opens every email.

Your most die-hard fans are busy, and missed your last two (or three) emails.

• If you’re a label, include some of your older releases (or low stock items).
• If you’re a podcast, include the most listened episodes in the last six months.
• If you’re a band, include links to your old videos.

I’m not saying pack each email full of links, but treat your fans like friends in this case; “oh hey, remember that video we made a year ago? Here’s a photo from when we did that.”

People still buy Metallica’s “Black Album,” because every day someone discovers that album for the first time.

You’re not Metallica, so keep talking about the stuff you’re proud of.

BUILD YOUR EMAIL LIST VIA SOCIAL MEDIA

“Creators know a long-term career can’t come from rented platforms, for example, TikTok, Instagram, Twitter, YouTube, and Facebook. These are all platforms you don’t own, which means you lose control over the percentage of your audience that sees your content. Growing to 100,000 followers stings when only 5% of your audience saw your latest Reel.”

From ‘How to use TikTok to grow your email list’ from CovertKit. Also this ‘TikTok For Musicians Masterclass’ from Amber Horsburgh is almost an hour and a half long and loaded with good ideas and insight.

“It hurt to face the thing I’d always feared – that we were a one-trick pony, sales wise. I always knew we needed another strong sales channel, but we came up during the Instagram storm and stayed in that space because it had always worked for us – it was where our customers lived digitally.”

From ‘Five things you learn when your social accounts are hacked’ from Courier. Check out ‘What’s Your Social Media Lock Out Plan?’ that I wrote back in December, too.

NOW IT’S YOUR TURN

So what’s stopping you from sending an email on Monday? What do you need help with? Are you still picking between Mailchimp or Substack? Design? Reply to this email how you’re stuck and maybe I can help you out.