A mailing list is both a great promotion tool and a marketing asset for a band. In my opinion, it is one of the most important methods for reaching fans. On the other hand, it is also the easiest to abuse, by sending out too many notifications or unprofessional emails.

Most bands/artists use the mailing list in the traditional way. When they have a big show coming up, they send out an email blast to their fans letting them know about the time and venue. There’s nothing wrong with this practice. If you aren’t doing it, you should be.

However, I think there are two other ways to use a mailing list that have a greater long term effect.

1) Saying ‘Thank you’ to your fans

2) Providing exclusive information or updates about the band

Saying ‘Thanks’ is something that few artists/bands do with their mailing list. An artist will almost always thank the audience at a live show, but rarely do you see it online. And, it’s a shame that it doesn’t happen more often, because fans appreciate it when they are recognized by the artist. Becoming a successful artist only happens with great fans and a little recognition goes a long way. When it comes to your fan base, you would do well to remember this quote: “I would thank you from the bottom of my heart, but for you my heart has no bottom. ~ Author Unknown”

With the second method, when you provide information and updates to your mailing list, you are forming a connection with the fans. By giving information with no expectation of a return favor (like coming to the show), you establish a greater and more complete connection with your fans.

What do both of these methods have in common? They build up goodwill. And, as a band, there’s nothing more important for your fans to have.