💡✍️ADN #166: The Email Signature Strategy

Artist Development Question of the Week:

Social media is a free billboard to billions. What’s the best story you want to tell a billion people next week?

The Email Signature Strategy:

Turn every email into a marketing opportunity.

Most of us send hundreds of emails per month.

Zero strategic marketing in them.

Just like social media, your email is a place to promote without being pushy.

There are awareness opportunities everywhere.

The email signature that works:

• Your Name
• Your Artist/Band Name
• Latest Release: Song/Album Name + Streaming Link
• Next Show: Date @ Venue — City — Ticket Link
• Join the list: Newsletter signup link
• Social: Instagram, TikTok, Smart URL to music, Website

The rotating elements:

Change these monthly:

• Latest release (keep it current)
• Next show (update after each gig)
• Current milestone (“500K streams on Spotify”)
• Current campaign (“New music video out now”)

Why this works:

Every email you send is a touchpoint:

• Venue correspondence
• Collaboration discussions
• Fan replies
• Business inquiries
• Personal emails to industry people

Each one is a chance to update someone on what you’re doing.

The execution:

Gmail: Settings > General > Signature

Apple Mail: Preferences > Signatures

Outlook: File > Options > Mail > Signatures

Update it now.

Change it monthly with current info.

The multiplication:

If you send 50 emails per week:

• 50 impressions for your latest release
• 50 impressions for your next show
• 50 chances someone clicks and discovers you

That’s 2,600 impressions per year from something that takes 2 minutes to set up.

The bonus:

When emailing industry people, this shows you’re active.

Not just sending one-off pitches.

Actually releasing music and playing shows.

The reminder:

Keep it clean and scannable.

Too much info = ignored.

3–4 lines max.

Most important link first.

Update your email signature this week.

Start marketing in every email you send.

Final reason why:

People like to feel like they are discovering something early. If you send all of that information in the body of your email, that is the entire email.

Instead, make your updates for everyone, and your asks, personal.

Bonus Idea:

Put a “Guest List” button next to your show or tour dates, and when you’re emailing with a manager, agent, artist, or even a fan, invite them to click the guest list button to be on the list.

Have that link to a Google Spreadsheet that has all of your tour dates and collect your guest list requests there.

Anyone that signs up, add them to your email list.

See you next Sunday,

Neil

PS — At the end of the month we are launching something new for artists.

It is called Done-With-You Management.

It is for artists that are tired of the Do-It-Yourself grind, but aren’t at a place where working with a manager that takes 15% makes sense yet.

If you’re interested you can read more about it here.

You can also book a free call with me and I’m happy to answer any questions you have after you check it out.