I have shared a few times on this platform about increasing your reach through publications and blogs, getting more press for your music, and networking with influencers in the industry to promote your work. Many times, one of the first steps to building those relationships and garnering powerful partnerships that help both sides is an email. How do you write an email that grabs your recipient’s attention and keeps them interested long enough to view your inclusions (electronic press kit, anyone?)? Read on for how to write emails that get opened!
Formatting For A Winning Email
Based on my personal experience and emails that catch my eye, there is a recipe to writing an email that gets opened and inspires action. Check out what I recommend you include in your promotional email.
- Pro-Tip: “Cold calling” media outlets, bloggers, and other folks in the music industry is challenging. Results may be lackluster. Connect with folks you are interested in working with via social media, public platforms, and in-person networking before sending your stellar email.
A Click-Worthy Subject Line
Be specific about what is in the email and avoid spammy tactics like words in all caps, exclamation points, loads of emojis, and unprofessional wording.
- Pro-Tip: Most emails are opened and read on mobile devices, so you should be mindful of how your email will appear on such devices. Typically the first 50 characters of the email subject line are visible before getting cut off, so if you can keep your subject line short, sweet, and direct with the most important words first, you’ll be money.
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A Personalized Greeting
Take the time to research whatever outlet you are reaching out to via email and find out who exactly your email will reach. Address the recipient by name (not their social media handle).
Hook the Reader with a Clever Opener
Provide a quote, statistic, or inspiring tidbit relevant to the message. Ask a question or connect the reader with how reading the rest of your email will benefit the recipient.
The body of your email (after that gripping opener) can follow a basic format for most requests.
- Introduce yourself and who you are.
- Explain to the reader how you know one another, their blog, publication, venue, playlist (you get the idea), or how you found their information/resource.
- Compliment the recipient on the publication, playlist, venue, or other relevant resources.
- Briefly state or demonstrate how you know who they are and the work they have done.
- Explain why you are reaching out and state or ask if you feel the request is a good fit for them.
- Detail what you have to offer. Share an inspiring story, note your large or growing social media following, a timely release, or about your influence in the genre.
- Close with a link to your electronic press kit or details of your press kit (painstakingly organized and labeled).
- Thank the reader for taking the time to read your message and consider your request.
- Share your contact information. Typically if you receive a response, it will be via email, but include additional contact methods like telephone and social media profile links if the reader’s preferred method of communication is not email.
Before You Click Send
An email is like a first impression. You don’t get a second chance at that first impression. Make sure everything is professional, clean looking, and aligned with your goals before clicking send. Check your spelling and grammar, that your links work, the clarity of your message, and that your contact information is correct. Ensure the email is EASY for the reader to follow and to respond.
After You Click Send
Here is the part where so many artists and musicians fall short. After the email goes out, you should plan to follow up. Many bloggers, publications, venues, and people in the music industry are bombarded with messages and emails daily. They may read your email and make a mental note to reply but forget or have a long list of other things to complete before they can respond to your request. I personally appreciate a follow-up because I often have messages that deserve a response or action, and the follow-up will remind me to tend to them.
You should send a follow-up message no sooner than three days after the initial email. You don’t want to spam or pressure anyone! I typically give folks 3-7 days to respond to a message before I follow up. I set reminders to follow up to keep myself on track. I encourage you to do the same.
Your follow-up message should be a reply to your original message and include the following:
- A kind greeting, addressing the recipient by name
- Who you are (again)
- That you are following up on your previous message
- Why you send the original message and what you ask is
- Your contact information
- A sincere thank you
Your follow-up should be short and sweet. Keep your tone positive and friendly. Do your last-minute checks for spelling and grammar and click send.
Good luck! Let me know what you think of this email recipe, your results, and the new connections you make with your newfound emailing skills.
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