FanMail client SCI Fidelity Records maintains subscriber lists for over 20 artists on their roster. To enhance communications and continuity throughout e-mail sends, SCI Fidelity uses the masking tool within their FanMail Advanced account. Sends are shown as from the particular artist subscribed to. Using this feature, SCI Fidelity Records has been able to enhance the experience of their most important fans. Subscribers feel better connected and embraced by their artists based on features like the reply mask. Another great example of a FanMail client using “best practices” to effectively communicate with their subscriber base and boost fan/artist relationships. Catering to their “Super Fan”.

That was then, this is now – the new rules in email marketing. Download the PDF

The Direct Marketing Association’s White Paper on the Top 10 things you can do to assure deliverability. Download the PDF

A must-read for those artist management, fan marketing, publicity, or in anyway involved in web-based and email marketing.

You can go to home depot and buy all of the best and most expensive tools they have on the shelf. It won’t make you a great carpenter or craftsman. The same is true for great marketing. Being on every single social network, having every widget and chasing after every new shimmering online fan tool, won’t make for great results. Strategy and implementation, testing and optimizing. Thinking critically and being remarkable. Those are things that produce great marketing results.

Of course having the right tool for the right job is essential as any great craftsman will tell you. But knowing how to use the tool and learning how to become a great craftsman… that takes work and experience. I just love this post in Digital Music News on the subject. All too often we find people using great tools but who fail because they have the wrong strategy. Our mission at FanMail is to not only give our clients the best tools, but to also help them become outstanding craftsman.

File Under: Audience Engagement, Music Marketing, Music and Technology

I first heard about this concept in San Francisco last summer from my friend Jeff Rohrs and I didn’t really believe it. Big ROCK hands, screaming fans, street interviews. My man Jeff was talking crazy. He was definitely not mumbling the corporate speak which usually surrounds the subject of email marketing. No, Jeff wasn’t crazy and in fact the language I was hearing from him has launched a whole movement around the idea that Subscribers Rule. Wow. We agree. Here is the mad marketers manifesto:

• Serve The Individual – Communicate with people not lists
• Honor Their Preferences in content, frequency and channel (ie sms, email, rss etc)
• Deliver Value That Serves Their Needs

Check out the website: http://www.subscribersrule.com/

Also the Youtube videos: Live it, Love it, Use it.