Email marketing needs to be a big part of your marketing strategy when selling your beats. Remember earlier when we were talking about the points of contact, and how to keep people engaged until they’re ready to buy your beats? This is the easiest way to do so, as it can all be automated by using autoresponders, meaning once someone has signed up to receive emails from you, you can keep in contact with them without even thinking about it
Think of your email service as your sales team. You’re the friendly face that will go out and attract potential buyers through your advertising, promotion and relationship building, and your automated emailing will keep reminding people you are out there and have something to offer (there are a couple of links to popular autoresponders at the bottom)
It’s important that you don’t expect instant cash flow from your emails as people are aren’t going to receive your emails and suddenly start throwing money at you, as nice as that would be. Half of your emails won’t even get opened. When was the last time you opened an email and bought something as a direct result of reading that email? Especially from a company/person who you’ve only just heard of. You want to use your emails as a reminder, so that when people are ready to buy, yours is the first name that pops into their head
I’m not saying don’t send out sales emails, but you don’t want every email to be “beats for sale”, as your subscribers will soon learn to delete your email without even reading the subject line, or worse yet, unsubscribe completely. Find out what your audience is interested in, do some research and cater to them accordingly. This will keep them interested and make it more likely they will open your emails when you are trying to promote your beats
I will once again remind you that you want long-term customers and not one-off sales, in order to grow your business. This is why obtaining people’s contact information is regarded as such a high priority. Without an email address, phone number, etc. how are you going to make sure they come back to you after their purchase?
So How Do You Get People’s Email Addresses?
A squeeze page is a very common way to acquire email addresses and looks like this or this. You’ve probably seen pages like this around the internet before and you’ll notice they all have a few things in common. Firstly they all have something to offer. People need a reason to sign up and give you their email address, and free beats or free help and advice is a good way to go, as the user will feel they are getting something for nothing and are likely to sign up
Another thing you’ll notice is that the pages are quite simple, and make it very obvious what the purpose of the page is – to exchange your email address for what is on offer. That’s because the sole purpose of a squeeze page is to obtain contact information, and you don’t want people to get distracted visiting other parts of the page
If you are offering something in return for their email address, make sure it’s up to date to avoid any annoyed subscribers. If you’re offering information about marketing for example, but you created the article/video two years ago, it’s likely that the information is out of date. You want to get off on the right foot with your new subscriber so put in that little bit of extra effort to keep them happy. And if you’re offering a free beat/drumkit/etc. make sure the link still works and that you still regard the product on offer as high quality
Check the Useful Links at the bottom of the page for more info on squeeze pages
I discussed before using a blog to provide information, increase SEO and gain trust. Well blogs are the gift that keep on giving. You can also use them to obtain people’s email addresses. With a simple “subscribe to the blog” call to action, you can use this to get even more contact details, and you know these people are interested in what you have to say, as they would’ve read through at least one of your posts before signing up. It also means you have another reason to email people rather than just promoting your beats
Another common way to obtain email addresses is the annoying pop-up box (that you probably ignore). You know when you visit a page and a little box pops up right in front of you asking you to subscribe, like the Facebook page, etc. This is another effective way to get the visitor to do what you’re asking, as you’re putting it right in from of their face and telling them what to do
And if you want people to contact you via email it’s simple – make your email address accessible! Have a “Contact” section on your website and display your address on your social pages, etc. An obvious point, I know, but you’ll be surprised how many people don’t supply their email address so people can contact them
Is Email Really That Effective?
Well, just have a look at these stats and see for yourself how effective email is
The best thing about email is the ability to reach all your customers. Compare sending a message via email to sending that same message via any social network. With Twitter it depends on your followers being online at the time you send it, and on their willingness to retweet. With Facebook, you have to follow certain “rules” to beat the algorithm and actually reach people, and even then it won’t reach everyone (not even close to it). With email it’s simple: you obtain someone’s address, you send a message directly to them. Done. Whether they open it, read it, and act on it is an entirely different matter..
Just like with social media (and pretty much every aspect of selling beats) you have to be patient when building your list. Firstly, it takes years to get the numbers some of the top dogs have on their email list. And when you do have people sign up, it’ll take some time for them to become regular paying customers, so don’t fret if it doesn’t happen overnight
And after you’ve spent all this time getting people’s email addresses, make sure your emails are compatible for everyone. According to Movable Ink, 66% of emails are now opened on mobile or tablet devices. So when you’re creating your calls to action, when putting your logo in your emails and when thinking about text size, keep in mind that 66% of your audience will be reading your email on a small screen, so remember that bigger is better, and make it easy for them if you want them to click through!
On the subject of design – I’ve said it before and i’ll say it again – keep it simple. You want to make you message easy to take in at a glance because let’s face it, most people will be glancing over it to see if it’s something that interests them. If we assume you’re sending out a “New beat uploaded” email – All you need is a sentence or two explaining what the email is about, you can add some branding with your logo, and your call to action. That’s all you need to effectively get your message across, and it’s infinitely more likely to be successful than if it’s full of unnecessary text and images
Occasionally you will need to send out cold emails, contacting people who’ve never heard of you, and 90% of the time you’ll be asking them for a favour. Whether it’s asking for a feature in their blog/e-zine, contacting an artist you like to try and offer them beats, etc., this can be a daunting experience and one you’ll need to get used to if you want to make moves
The main thing to keep in mind is don’t get disheartened or take it personally when people don’t respond to you. In an ideal world you’d always get a response, even if it’s not the one you want. However, in a world where everyone is busy, people don’t have time to respond to the hundreds of emails they receive, so it’s down to you to carry on and power through the rejections and lack of responses
Here are a few tips to help you get the responses you’re looking for:
Before you even write your email you should think about what you can offer the person on the other side – what you can do for them. So if you’re contacting an artist for example, you don’t want to offer your beats and leave it at that – explain why it will benefit them and why that person in particular should use your beats, rather than someone else
Your subject line will be one of the most important aspects of your email, as it can and will decide whether the email is even opened or not. You want to keep it short, make it enticing for the other person, but not so enticing that it sounds like spam, and also make it obvious that it’s something that is of interest to them
Make sure you do your research about the person you’re emailing, as this will make it easier to be more personal in your email. You’re much more likely to get a response from someone if you can relate to them in your email
Imagine you send an email like this –
“Yo, I make fire beats all the time and think you could use them. Hit me up if you want to buy some!”
Now compare that to:
“What’s up (name) I heard your song (name of song) and it was straight fire. The beats I make are very similar to this one, and I think you could make good use of them. Check me out and let me know if you’re interested!”
See the difference doing your research and being a bit more personal makes? The first example sounds like something that was sent to anyone and everyone, almost spam-like, whereas the second example sounds like you’ve actually listened to that specific person and are reaching out to them and only them
You’ll notice that the example email was quite short. You should aim to keep your emails short and to the point. No one wants to read through an essay, and keeping it short will increase your chances of getting a response, as it increases the chances they’ll actually read it all
Key Points To Take Away
Email gives you a direct line to your customers/subscribers
Most people check their email every day
Subject line is one of the most important aspects as it can be the deciding factor as to whether it’s opened or not
Create a mixture of informative and sales/promotional emails
Keep it simple
Do your research & be personal
Make sure your emails can be read on mobiles & tablets
Thanks for reading, see you next week!
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