💡✍️ADN #164: The Venue Email List Strategy
Jan 04, 2026Quote of the week —
“Your career is built on songs and stories.
The biggest audiences are the byproduct of the best artists singing the best songs and telling a better story.”
The Venue Email List Strategy
Artist Development Tactic: Grow your email list through venue partnerships.
Most artists play shows and leave with nothing but the guarantee.
Venues have email lists of thousands of music fans.
You should be capturing some of them.
The venue partnership ask:
When booking the show:
“Would you be open to including a line about my email list in your show announcement email? Something like: “Sign up for [Artist Name]’s list at [link] for early pre-sale access and an exclusive unreleased demo.”
Why venues say yes:
It adds value to their email (exclusive content from the artist).
It doesn’t cost them anything.
It makes you seem professional.
The trade:
Offer something in return:
“I’ll drive sign-ups to your email list from my announcement too. I’ll include: ‘Subscribe to [Venue Name]’s email list for a drink discount: [their link].’”
The conversion tactic:
At the show, from stage:
“If you want to know when we’re coming back to [city], text RETURN to [your number]. I’ll text you back with the signup link and an exclusive recording from tonight.”
The abandoned merchandise strategy:
Put a clipboard at your merch table:
“Join the email list for: ✓ Free download of tonight’s set ✓ First access to tickets when we return ✓ Exclusive unreleased songs”
Why this works:
You’re capturing people who:
- Came to see you specifically
- Came to see another band but discovered you
- Like the venue and trust their taste
All high-quality leads.
The execution:
Next show you book, add the email list request to your advance email.
Offer the reciprocal promotion.
Track how many signups come from each venue partnership.
The math:
Show with 150 people.
10% sign up via venue email = 15 new subscribers.
10% sign up at show = 15 new subscribers.
30 new email subscribers per show.
10 shows = 300 new subscribers.
Those subscribers are worth $1–3 each per month long-term.
Stop leaving the venue with just your guarantee.
You never want to leave a city without leaving with new fans on your list.
Happy New Year,
Neil
PS — Want to work together in 2026?
Email me what you’re working on and let’s see if we can find something great to collaborate on together.