Does Your Email Marketing Campaign Click with Fans?

Tuesday, December 18th, 2018 |

Sending email is easy but sending something that clicks with fans requires thought. You really should be asking yourself how what you’re doing stacks up to the competition. Marketing trends come and go, but email marketing doesn’t seem to be fading away and that’s because of the simple fact that a well-crafted message can have a big impact on sales.

If your email inbox looks anything like ours, it’s flooded on a daily basis with a barrage of automated email newsletters. More often than not we find ourselves selecting all and dumping in the trash—or unsubscribing all together. Busy inboxes are hard to cut through, but once in a rare while we’ll see one that not only makes us want to read it, we click through, share it and recommend that friends check it out as well.

For artists and musicians, email marketing can be a tricky beast. When evaluating whether your email marketing is successful, it often helps to know what’s typical. Born out of a survey conducted by Emma and Eventbrite; polling 377 event creators from events of all types and sizes, author Lane Harbin uses the data gathered and provides some key benchmarks that can help you better assess the success of your campaign.

Event email benchmark #1: How many people open your email
Open rate is a measure of how many people open each email you send. For event creators, the average open rate is 21 to 30%. That means for every email sent, somewhere around a quarter of the recipients actually open it. If your open rate typically falls in that range, you’re not alone.

Of course, you don’t want to just meet the average…you want to exceed it. Here are a few best practices we recommend for improving open rate:

  • Take a look at your subject line. It is interesting and engaging enough to motivate people to open the email?
  • Think about who your email is coming from. For certain types of events, it might make sense for a human being to be the sender.
  • A/B test anything you can, not just the subject line and sender, but the day and time you send, the email copy, and whether or not you include images. A/B testing is the only real way to know which option inspires opens.

You can read the rest of the article via Hypebot here.

Get the latest news and updates.



Before there was Ultra Music Festival, there was The Winter Music Conference, the annual coming together of the dance music tribes. Miami in March is a fundamental place to be from a business perspective, and has always given me endless opportunities for discovering new partnerships and talent. WMC brings together the dance music industry and surrounding culture like no other event in America. I’ve been attending WMC for nearly 20 years, and I’m very much looking forward to experiencing its evolution in 2019.

Matt Colon

Director, North America - YM&U Music

WMC is and has always been the lifeblood of the dance music scene. Never missed a year since ’96, I can’t imagine Amsterdam Dance Event or Ibiza Music Summit existing without the blueprint that WMC originated. Seeing this revived is absolutely essential to reunifying the North American scene surrounding electronic music and its fringes.

Tommie Sunshine

Producer/DJ/Activist/Netflix Host

I feel fortunate to have been part of the first-ever WMC. Over the 35 years, it has grown to give us an international forum where we exchange music and ideas. As an attendee and host of many of the award shows, I am proud each time I see new young talent emerge and then become world-renowned. We all have so many Winter Music Conference moments of hearing a seminal breakthrough record for the first time as well as a new DJ with star quality. Magical moments in my career.

Daniel Glass

Glassnote Records

Miami has always been a place I’ve considered home and WMC was essential for me and the label in many ways. From showcasing our new music to keeping up with all the new artists and releases. It was the official kickoff of the year and I’m happy to see it thriving again.

Louie Vega

DJ/Vega Records

I first went to WMC ’87, the year I started Big Beat. It was an incredibly inspiring congregation of indie labels, DJs, artists, songwriters, producers and dance music lovers dedicated to breaking and discovering new music. WMC has been instrumental in furthering the dance and electronic cause; keeping the community connected, vital and relevant, and serving as an amazing springboard for talent. It’s a fantastic crucible for the future of dance music. Long may it live.

Craig Kallman

CEO & Co-Chairman Atlantic Records, Founder Big Beat Records