The S.T.A.G.E.S. Of Email Marketing [Part 2]

The S.T.A.G.E.S. Of Email Marketing [Part 2]

In this second part of a two-part series on the break down of the ins and outs of email marketing, Cheryl B. Engelhardt looks at the four elements of strategy and how they can be implemented in your approach to email marketing.

This is the second volume in a multi-part series by Cheryl B. Engelhardt, singer/songwriter, composer, and the owner of the music career consultation site . Cheryl will be breaking down the key S.T.A.G.E.S. of email marketing for independent artists – we invite you to follow along over the next few weeks, as we’re sure you’ll be walking away with some hugely helpful tips for your email marketing strategy! Click here to check out Part 1.

“Strategy” can be an intimidating word. Some people think of it as a business plan with lots of fancy graphs and projections into the future. Others think of “strategy” as a way to manipulate the people and world around you to get something you want. And there are those who think that a strategy means commitment, therefore it is a word of terror.

Hey musicians, I’m talking to you when I say this: Strategy can mean all of those things, but when it comes to our careers, and specifically our email lists, strategy is simple and means this: we have a plan and we know why.

In other words, a strategy is being intentional with what actions you take.

You’re going to do stuff to move your career forward. You might as well do stuff that will make a difference. If you are doing what you think you should do, or what you’ve seen other musicians doing, then you’re guessing. If you’re trying stuff out and seeing what works, then you’re guessing.

When you’re intentional, it means you know what you want and you’re clear on what you need to do to get it.


  • Purpose. You want to have an overall idea of why you have an email list. If all you can come up with is “well, I should have one, right?” then I’d suggest sitting down and figuring out why it’s important to you. Specifically, how can you use your list to engage with your fans in a meaningful way? What would having a relationship with your subscribers mean for your career? What would change if you fostered care and put positive energy into the list?

If you can input these four elements of a strategy into your email list management, your subscribers will start to feel your clarity and purpose, plus gain insights into who you are. The more they can see you, the more likely the are to feel like they know you. This will have them stick around for the long-haul.

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