Email marketing for musicians: why it still works (and how to do it right)

Social media gets all the attention. But it's not where real relationships live.

Platforms shift. Algorithms evolve. Sometimes your posts don’t even reach the people who want to hear from you.

That’s why I still believe email marketing is one of the most overlooked tools for independent musicians.

Why email still matters (even in 2025)

Email is still one of the best ways to connect with the people who actually care:

• You’re in control– Social reach depends on an algorithm. Email lands in their inbox—because they asked for it.
• It shows intent– A follow is casual. An email signup means they want to hear from you.
• It drives action– Fans are more likely to click, buy, or share from email than any other platform.
• It sticks around– Social posts disappear. Emails stay searchable and accessible.

If you're serious about building a long-term relationship with your audience, email is still one of the most effective tools.

What should musicians send in an email newsletter?

You don’t need to be a writer. A few lines and a link is enough to keep fans engaged.

Ideas you can rotate through:

• A demo you’re not releasing anywhere else
• The story behind a lyric or photo
• Tour announcements or venue shoutouts
• Merch drops, discounts, or vinyl pre-orders
• Personal playlists or behind-the-scenes looks
• A simple “this just felt worth sharing” note

The content doesn’t have to be polished. It just has to be honest.

How often should artists email fans?

Start with once a month. If you’re releasing music or touring, maybe a few more. If nothing’s happening, skip a month.

Even a quick update with a photo or a song recommendation goes a long way. It’s the consistency that builds trust.

How to build your musician email list from scratch

You don’t need thousands of subscribers for this to work. Start with the fans you already have:

• Add a signup form to your website
• Link to it in your smart link or bio
• Collect emails at shows (QR code, signup sheet)
• Invite your early supporters directly

People who already like your music will probably be happy to stay in the loop. Just make it easy for them to opt in.

Quick tip: Be clear about what people are signing up for. Respect the permission. Don’t send emails to people who didn’t ask for them.

What does a good email look like?

Here’s a simple format to follow—especially for your first few emails:

• Subject line– Keep it human. “New track’s up” works better than “Monthly Newsletter.”
• Message– One short update or something you're excited about.
• Links– Give fans one easy thing to stream, watch, or buy.
• Tone– You're talking to someone who already cares. Keep it natural.

Not sure how to phrase your ask? Here’s a full post on creating better Calls to Action (CTAs) for musicians.

Email marketing tools for independent artists

You don’t need a full-blown CRM. If you’re using Supertape, newsletters are already built in, with no extra setup required.

If you’re not on Supertape yet, there are other tools out there—but most musicians do best with something reliable and easy to use. The key is consistency, not features.

Final thoughts

When someone gives you their email, they’re saying: “I want to hear from you.”

That’s rare—and it matters.

You don’t need to write essays or set up fancy automations. A quick update, a new track, a personal note—just showing up now and then keeps the connection alive.

And if you want a simple way to do that?

With Supertape, newsletters are built right into your site. No third-party platforms. No extra hassle.