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The email list playbook (part 2/2)
Published 13 days agoΒ β’Β 4 min read
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Welcome [back] to another week of your weekly dose πΆ
Every Tuesday, Iβll be sharing tips, updates, and must-know music marketing insights to help you get your music heard!
Last week we talked about building an email list... but getting people to share their emails with you is just step one.
Now let's make those people actually READ what you send.
Today I'm covering welcome sequences, writing subject lines, and some of the technical stuff. β
What's a welcome sequence?
You can't assume everyone on your email list knows you. Most people join right after discovering you for the first time.
So if they just joined and immediately get your weekly email about your upcoming show... what are the odds they'll go without knowing anything about you?
Low to nothing.
That's why you need a welcome sequence - emails that automatically go out when someone joins your list.
For your welcome sequence, pick 3 of these 5 emails and write them in your own words:
β Deliver what you promised (if you told them they'd get something)
β Welcome to my world (links to socials, music platforms, etc.)
β My hero story (what makes you different - not your full background)
β Here's what to expect (what emails you'll send and how often)
β A shocking/relatable story (like why I moved to [your city] for music) β
Here's what a welcome sequence looks like:
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β βGood subject lines can 10x your open rates
Doesn't matter how good your email is if people don't open it.
Here's a marketing rule that took me YEARS to understand: humans are irrational creatures.
You expect your fans to act logically, but they never do. So your subject line doesn't have to be exactly about what the email contains.
Types that work:
β Curiosity: Intriguing to draw people in
β Famous references: Using well-known things
β OMG: Shocking and outrageous
β Counterintuitive: Go against conventional wisdom
β One-worders: Short, punchy, to the point
β Numbers: Create specificity β
The technical stuff
How often: Once a week to keep momentum. Twice a week for more data and top-of-mind awareness. Three times if you have announcements like tours or new songs.
When: I usually send around 9-10am Eastern. Evening for Europe, full day for Americans to read.
Important: Don't use ChatGPT to write your emails. Your personality is your only advantage. And people can tell if your email was written by someone else.
What I do (and recommend): Use Claude to improve grammar, spelling, and flow. But the base content, stories, and voice? That has to be you. β
Your homework
Set up a 3-email welcome sequence this week. Even if you only have 20 subscribers (:
And if you enjoyed this weekly tip, please reply and let me know what you'd like me to cover next week? Love reading your emails!
Finch
Your Weekly Reel Idea
In this Reel, a musician sits with a guitar, hums a melody, and asks people to write the lyrics.
It shows his talent, engages his audience, and involves them in the creation process.
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Thatβs it for this week! Hope todayβs email gave you something useful to work with.
Until next week, Finch πΆ
P.S. Newsletters arenβt social media - I canβt see what youβre enjoying unless you tell me. Hit reply and let me know what you liked (or didnβt) - Iβd love to hear from you! π
ABOUT: Hey there, Iβm Finch Bergling - a musician, business graduate, marketing specialist and playlist curator whoβs spent the last 10 years navigating the music industry while figuring out how to make the creative life not just sustainable but fulfilling.
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My mission is simple: to help independent musicians avoid the pitfalls I faced and give them the tools, strategies, and confidence they need to succeed. I specialize in ads, storytelling, content creation, playlist curation, and much more. Whether itβs creating Facebook ads that actually convert or building a sustainable online brand, Iβm here to help you grow your career without sacrificing your creativity or your sanity.
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If youβre ready to level up, I share free tips and resources across my social media channels and email community. At the end of the day, I want to see you succeed β and if you join me, I'm sure that I will see it.
β Letβs make this journey one worth sharing β¨ β
Every week, get content ideas, music marketing tips, exclusive tools & discounts straight to your inbox! Leave your email below to join 4,500+ musicians on my list ‡οΈ
Welcome [back] to another week of your weekly dose πΆ Every Tuesday, Iβll be sharing tips, updates, and must-know music marketing insights to help you get your music heard! By Finch Bergling π Your Weekly Reel Idea Your 2025 probably had highs, lows, and a lot of weird in-between moments. Here's how to share them so you get seen: π Content Summary: A carousel starting with "Things I learned as a 30-year-old small artist this year" featuring short, honest lessons over personal photos from the...
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