Bands hear it all the time: your e-mail list is extremely important; an e-mail is more valuable than a Facebook Like or a Twitter Follower; e-mail allows bands greater access to fans; the only piece of information more valuable than an e-mail is a phone number.
All of this is true, of course. E-mail addresses are more than just contact information. Each e-mail address you collect offers an opportunity to sell a concert ticket, a new record, a t-shirt, and so on. It is incredibly important to treat your fans, and their e-mails, with respect, and there are many different guidelines every band should follow when collecting e-mails, sending out blasts, and crafting a call to action.
With that in mind, here are some basic principles you should apply to your quest to collecting e-mail addresses. [click to continue…]