Let's do a thought experiment: You have a brand new album and need to get the word out. How many fans can you contact right now without using Facebook, Instagram, or Twitter? Maybe you can text a few close friends and family. What about email?
It's hard to imagine a world without social media, but it was only 10 years ago that Myspace was on top and seemingly invincible.
"Having a Facebook page...or relying on another social network as your online central focus has a number of potential flaws."
-Bobby Oswinski, Music 3.0.
Now we're in 2017, and I'll be the first to admit - it's easy to become reliant on Facebook for all fan communication. It seems we've already forgiven them for nearly killing organic reach for Pages in the past few years.
The sad reality is, Facebook continues to tweak their algorithm to favor friends and family over Pages, and it's only a matter of time before they run out of ad space entirely. While you can chase the algorithm and constantly tweak your social strategy on other platforms, one thing remains constant: the power of email.
I know, email isn't sexy. I fought it for a long time before seeing its value. But the numbers don't lie, and it's still the number one way to reach fans directly. According to McKinsey & Company, 91% of all US consumers still use e-mail daily.
On top of that, e-mail is 40x more effective at acquiring customers than Facebook and Twitter combined.
Knowing this, artists should have an email list at every concert, a widget on their official website, as well as every social media platform. Most sites allow fans to opt-in on your merch checkout page as well.
Still not convinced of email's relevance? Experian has found that using symbols or an emoji in your subject line can greatly improve the open rate.
Check out this awesome guide on Email Marketing for Artists by Heroic Academy, and refer to MailChimp's email marketing benchmarks to see where you stack up in your industry (Musicians average a 22.86% open rate / 2.84% click rate).