The musician’s guide to email marketing

Social media gets all the attention, but it’s not where real relationships live.

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

But email? That’s direct. It lands in someone’s inbox—because they asked for it.

For independent artists trying to build something real and lasting, email is still one of the most effective tools out there.

Why email still matters

Email isn’t just for brands or marketers. For musicians, it’s one of the best ways to stay connected with fans who care.

• You own the connection – On social, your reach depends on an algorithm. With email, you’re in control.

• It cuts through the noise – A follow is casual. An email signup means someone wants to hear from you.

• It drives action – Fans are more likely to click, buy, or share from email than any other platform.

• It lasts – Social posts disappear. Emails stick. Your message is always a search away—no algorithm required.

What should you send?

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

Some ideas:

• New singles or videos

• Tour announcements

• Behind-the-scenes photos or demos

• Merch drops or discounts

• What you’re working on or inspired by

Send one or two things at a time. The goal is to stay in touch, not write a novel.

How often should you send?

Once a month is a good rhythm. If you’ve got a new release or a tour coming up, send a few more. If nothing’s happening, skip a month.

Even a quick update with a photo or a song recommendation can go a long way.

Building your list from scratch

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

• Add a signup form to your website

• Link to it in your bio or smart link

• Collect emails at shows with a QR code or signup sheet

• Invite early supporters directly

If someone’s into what you’re doing, they’ll probably be happy to stay connected.

Sending your first email

Keep it simple:

• Subject – Keep it human. “New track’s up” works better than “April Newsletter.”

• Message – A short update or something you’re excited about.

• Links – Direct fans to stream, watch, or buy.

• Tone – You’re talking to someone who already cares. Keep it human.

A few things to keep in mind

Most platforms handle things like unsubscribe links, mobile formatting, and spam compliance. Just make sure to:

• Only email people who signed up—even if you think that blogger or promoter won’t mind

• Avoid clickbait-y subject lines

• Check your links before you hit send

Keep it respectful, and fans will stick around.

One last thing

When someone gives you their email, they’re saying: “I want to hear from you.” That’s rare—and valuable.

Use it well, and it becomes one of the strongest connections you have with your audience.

Email your fans directly. Supertape has newsletters built in.