Here's an uncomfortable truth: you don't own your social media followers. Instagram could change its algorithm tomorrow, TikTok could get banned in your country, and your carefully built audience could vanish overnight.
But an email list? That's yours. No algorithm decides who sees your message. No platform takes a cut. Every address represents a real person who actively chose to hear from you.
This guide will show you how to build your first fan email list from scratch—even if you've never done email marketing before.
Why Email Still Matters for Musicians
In an era of endless social platforms, email might seem old-fashioned. But consider these facts:
- Email has a 4,200% ROI—for every $1 spent, email marketing returns $42 on average
- 90% of emails reach the intended inbox, compared to ~5% organic reach on social media
- Email subscribers are 3x more likely to share content on social media than visitors from other sources
- You own the list—it's a business asset you can take anywhere
More importantly for musicians: email subscribers are your most engaged fans. They're the ones who'll buy tickets, merch, and support you on day one of a release.
The Foundation: What You Need to Start
1. An Email Service Provider
You need a platform to collect emails and send campaigns. Options include:
- Mailchimp: Free up to 500 contacts, good for beginners
- ConvertKit: Built for creators, more powerful automation
- Beehiiv: Newsletter-focused, growing in popularity
- ALERA Fan CRM: Built into your distribution dashboard, designed specifically for musicians
Don't overthink the platform choice. Any email service will work when you're starting out. You can always migrate later. The important thing is to start collecting emails now.
2. A Landing Page or Sign-up Form
You need somewhere to capture emails. This could be:
- A dedicated landing page on your website
- A pop-up on your existing site
- Your link-in-bio page (like ALERA's Smart Bio)
- A simple form embedded anywhere
3. A Reason for Fans to Sign Up
This is the crucial part most artists miss. "Sign up for updates" isn't compelling. You need to offer value.
Creating Your Lead Magnet
A lead magnet is something valuable you offer in exchange for an email address. For musicians, effective lead magnets include:
Exclusive Content
- Unreleased tracks or demos: "Get 3 unreleased songs when you join"
- Acoustic versions: Special versions only subscribers receive
- Behind-the-scenes content: Studio footage, songwriting sessions
- Early access: Hear new music before anyone else
Useful Resources
- Chord charts or tabs: For fans who want to play your songs
- Stems or remix packs: For producer fans
- Lyric books: PDF with all your lyrics and stories behind them
Access and Community
- Private Discord/community access: Inner circle for superfans
- First dibs on tickets: Pre-sale access before public
- Meet-and-greet opportunities: Exclusive to subscribers
"Your lead magnet should make fans think, 'I'd be stupid NOT to sign up for this.' Give away real value—the superfans you attract will return it tenfold."
Where to Promote Your Email List
Once you have your signup ready, promote it everywhere:
Your Link-in-Bio
Your Instagram, TikTok, and Twitter bios should link to a page with email capture. Make signing up the primary action—not just one of many links.
At Shows
Physical signup at merch tables works incredibly well. Options:
- QR code on a sign or table tent
- iPad for direct signup
- Text-to-join number (most email providers support this)
- Signup card included with merch purchases
In Your Content
- End of YouTube videos: "Join my email list for exclusive content"
- Instagram Stories: Regular reminders with link stickers
- TikTok: Mention the benefit, direct to link in bio
- Podcast appearances: Mention your list and lead magnet
Release Moments
New releases are high-engagement moments. Use them:
- "Sign up to get the acoustic version dropping next week"
- "Subscribers get the music video 24 hours early"
- "Join for commentary on every track from the album"
What to Send Your List
Having subscribers is pointless if you never email them. Here's what to send:
Regular Updates (Monthly Minimum)
Keep fans in the loop with:
- What you've been working on
- Upcoming shows and releases
- Personal stories and behind-the-scenes glimpses
- Curated content (playlists you're loving, artists you've discovered)
Release Announcements
Email your list before, during, and after releases:
- Pre-release: Build anticipation, share the story
- Release day: Direct links to stream/buy, ask for support
- Post-release: Thank fans, share early results, exclusive content
Exclusive Content
Reward subscribers for being on your list:
- Songs only they receive
- First look at music videos
- Q&A sessions or personal updates
- Discounts or early access to merch
The Human Touch
Don't just broadcast—connect. Share:
- Struggles and wins from your journey
- What inspires your music
- Questions for your fans (and actually read responses)
- Gratitude—genuinely thank people for their support
Quality over quantity. One valuable email per month is better than weekly emails with nothing to say. Respect people's inboxes, and they'll keep opening your messages.
Email List Best Practices
Write Like a Human
Your emails should sound like you, not a corporation. Write like you're messaging a friend. Use your natural voice.
Keep Subject Lines Short and Intriguing
Examples that work:
- "I wrote this song about you" (curiosity)
- "New music dropping Friday" (clear value)
- "A favor to ask" (personal)
- "Something I've never shared before" (exclusivity)
Make One Ask Per Email
Don't overwhelm with requests. Each email should have one clear action:
- Stream the new song
- Buy tickets to the show
- Reply with your thoughts
- Share with a friend
Segment Your List Over Time
As your list grows, segment subscribers by:
- Location: For targeted tour announcements
- Engagement: Superfans vs. casual subscribers
- Source: Where they signed up (shows vs. online)
- Interests: What content they engage with most
Measuring Success
Track these metrics to understand your list health:
- Open Rate: Industry average is ~20%. Musicians often see 30-40% with engaged lists
- Click Rate: How many people click links in your emails
- List Growth: Net new subscribers per month
- Unsubscribe Rate: Should be under 1% per email
More important than metrics: are emails driving real results? Ticket sales, streams, merch purchases, engagement—that's what matters.
Starting from Zero
If you have zero subscribers right now, here's your action plan:
- Today: Choose an email platform and create an account
- This week: Create a simple lead magnet (even just "exclusive updates + unreleased music")
- This week: Add a signup link to your link-in-bio
- Next release: Offer something exclusive to subscribers
- Every show: Have a way for people to sign up
- Monthly: Send at least one valuable email
The Long Game
Building an email list is a long-term investment. You might only get 5 subscribers this month. But in a year, that could be 500. In five years, 5,000.
Those aren't just numbers—they're real people who want to hear from you. People who'll show up when you release music, buy tickets to your shows, and support your career for years to come.
Social media followers come and go. Algorithms change. Platforms rise and fall.
Your email list is forever.