Running an Email Newsletter
What to send, how often, and how to actually get opens.
Newsletter Cadence
Send at least monthly, ideally bi-weekly. Consistency beats frequency—a predictable email on the 1st and 15th trains people to expect you. More than weekly feels spammy unless you have a lot to share. Test what works for your audience, but start conservative and adjust based on unsubscribe rates.
Timing matters. Tuesday through Thursday at 10 AM typically performs best. Avoid Mondays (overwhelm) and weekends (people aren't in "work mode").
What to Include
Mix storytelling with announcements. A newsletter that's only "new single out now" will get ignored. Instead: share the story behind a track, your creative process, a song recommendation, or a personal update. People subscribe to you, not your press releases.
Include at least one clear call-to-action: stream the new album, pre-order merch, register for a show, or sign up for your Discord. But make it one clear ask per email—multiple CTAs dilute attention.
Subject Lines That Work
Be specific, not clever. "Here's what I learned touring" beats "You won't believe what happened." Use numbers when possible: "3 production tips" outperforms "Production tips." Keep it under 50 characters so mobile readers see the full line.
Avoid ALL CAPS, excessive punctuation, and spam trigger words like "free" or "urgent." Personalization works—"Your exclusive preview" beats "An exclusive preview."
Measuring Engagement
Track open rates (aim for 25%+) and click-through rates (aim for 2%+). Watch unsubscribe rates—if they spike after a certain type of email, that's feedback. High opens but low clicks mean your subject line works but your content doesn't; adjust the message itself.
Use A/B testing: send two versions of a subject line to small segments and learn what works with your audience.