The Email List Playbook for Musicians
So... hackers spent a full week trying to steal my Instagram account.
Thank god for two-factor authentication. But it got me thinking...
What if I woke up tomorrow and my 23K followers just... vanished?
You know what CAN'T disappear? Your email list.
And that's why every musician needs one. Like, yesterday.
Why email lists are the way to go in 2026:
1. They're YOURS forever - Instagram can ban you. TikTok can disappear (remember when we thought it would?). But email addresses? They're yours until the end of time.
2. You can be REAL - Want to tell a real story? Share what happened in the studio? With emails, you can write way more, and be more authentic about it.
3. You instantly stand out - I have 23K followers. Zero musicians have asked me to join their email list. If someone did, I'd remember them.
How to set it up (it's stupid easy):
Get a domain from GoDaddy.
Get a free email from Zoho.
Sign up for Kit or Mailchimp (both free to start).
Done. Seriously, that's it.
3 ways to grow your list:
Way 1: Collect automatically with Feature.fm - When you promote a song or playlist, create a landing page where everyone who clicks gets asked to join your email list first.
From my experience, more than 50% do it. So when you put your link in bio or run ads, you're building your list automatically. Every single click becomes a potential fan email.
Way 2: Ask nicely - If you share a weekly newsletter, post about it on your socials. Tell your audience what they'll get if they sign up.
Write about intriguing subjects - like "My 7 days playing songs naked on the streets of Afghanistan" (okay maybe not that extreme). But you get it - give them a reason to WANT your emails. Tease the story on Instagram, deliver the full thing to your list.
Way 3: Offer something in return - Think what you can offer someone who signs up - a free sample pack? Unreleased demo? Ticket to your next show? Post about your gift on social media or even run ads to it.
Then create an automated sequence so every new subscriber gets your gift instantly.
I get it. Email feels old compared to TikTok.
But when Instagram dies (and it will), you'll still have those emails.
Start small. Even 50 people are 50 real fans who want to hear from you.
Getting people to share their emails with you is just step one. Now let's make those people READ what you send.
Here I'm covering welcome sequences, writing subject lines, and some of the technical stuff.
What's a welcome sequence?
You can't assume everyone on your email list knows you. Most people join right after discovering you for the first time.
So if they just joined and immediately get your weekly email about your upcoming show... what are the odds they'll go without knowing anything about you?
Low to nothing.
That's why you need a welcome sequence - emails that automatically go out when someone joins your list.
For your welcome sequence, pick 3 of these 5 emails and write them in your own words:
Deliver what you promised (if you told them they'd get something)
Welcome to my world (links to socials, music platforms, etc.)
My hero story (what makes you different, without your full background)
Here's what to expect (what emails you'll send and how often)
A shocking/relatable story (like why I moved to [your city] for music)
Good subject lines can 10x your open rates
Doesn't matter how good your email is if people don't open it.
Here's a marketing rule that took me YEARS to understand: humans are irrational creatures.
You expect your fans to act logically, but they never do. So your subject line doesn't have to be exactly about what the email contains.
Types that work:
Curiosity: Intriguing to draw people in
Famous references: Using well-known things
OMG: Shocking and outrageous
Counterintuitive: Go against conventional wisdom
One-worders: Short, punchy, to the point
Numbers: Create specificity
The technical stuff
How often: Once a week to keep momentum. Twice a week for more data and top-of-mind awareness. Three times if you have announcements like tours or new songs.
When: I usually send around 9-10am Eastern. Evening for Europe, full day for Americans to read.
Important: Don't use ChatGPT to write your emails. Your personality is your only advantage. And people can tell if your email was written by someone else.
What I do (and recommend): Use Claude to improve grammar, spelling, and flow. But the base content, stories, and voice? That has to be you.
Your homework
Set up a 3-email welcome sequence this week. Even if you only have 20 subscribers (: