How email marketing and patreon stop the light for entertainers
Learn how these tour musicians transitioned from live performances to online shows with their new tour. The show has to go online!
By Kristin MacLaughlin June 4, 2020
Danika Holmes and her husband Jeb Hart are in an acoustic / pop / soul duo, Danika & the Jeb. Due to COVID-19, their spring tour and summer shows have been canceled.
Holmes explains: “The first time that a show was canceled was crap. The second time it was an inconvenience. And the third to 30th time it was a crisis. "
Danika & the Jeb have been making a living as a tour musician for 10 years, and getting a regular job is not an option for them.
So they adjusted their business model – the show has to go online!
But they moved more than their shows online. Danika & the Jeb have put every part of their business online, including their entire store.
By going online, they were able to connect more closely with their audience in an unexpected way.
Email marketing and Patreon – a winning combination.
Danika & Jeb used the Patreon membership platform to make it easier for the audience to access their new music and to offer support. With Patreon, developers can be paid for the content they create, including videos, songs, web comics, audio performances, and more. Fans support creators and artists by paying either a few dollars a month or by post.
Danika & the Jeb publish their content on Patreon for just $ 1 per video or song donation. They get paid every time they publish something new, and their support becomes real, real sponsors of the arts!
"We make music. We share music. We make videos. We share videos. Quite easy. Our patrons literally help us turn on the lights and play the music, ”says Holmes.
Email is the lifeline that connects with the audience.
With email marketing, Danika & the Jeb send viewers updates on their music and life behind the scenes. "AWeber and email became our number one and the best way to keep in touch with our audience," says Holmes.
Email helps them explain what customers can expect as this new online reality is new to both developers and audiences.
Email helps them promote more than just music.
Danika & the Jeb have shifted their entire business online: selling clothing, an online guitar course and tailor-made guitar jewelry from strings of an actual performance. They use AWeber to present these unique offers to their audience and to increase sales.
Tools for swiveling quickly.
Danika & the Jeb needed tools that were easy and quick to use so they could quickly generate income. "We quickly launched our Patreon on the market within the first week after that," says Holmes.
With a donation, they decided to receive the "Pay what you can" model. Everyone receives the same access, regardless of their donation level. Danika & the Jeb realized that they didn't just lose income. "We didn't want people who need music in their lives to feel they couldn't afford our music," says Holmes.
Reintegrate sleepy subscribers.
Though Danika & the Jeb have been with AWeber for over ten years, they have reevaluated their email strategy by reconnecting to subscribers who haven't had their email open for a while.
They started a reintegration campaign for those who hadn't opened an email in the past 6 months to better understand who their really interested contacts were. Some of the people they contacted contacted you and asked them to use a different email address.
Connected: How to create a reintegration campaign
“The overall percentage of inactive subscribers who became active was low. But the quality of the subscribers who dealt with us again was high, ”says Holmes.
Here is one of the re-engagement emails Danika and Jeb sent.
Connected: What to write in renewed engagement emails.
Use of the complete toolbox.
Danika & the Jeb wanted to make it clearer how to register for Patreon. So they used AWeber's drag-and-drop email builder and split test functionality to optimize their email marketing.
Connected: 6 email split tests that you can set up in 1 minute
They found that adding a button and testing the button colors made a big difference in their engagement.
The first impression is important.
Danika & the Jeb love AWeber’s automated email campaigns. As soon as a new person joins their list, they immediately receive an email in which they thank them for registering.
The email contains easy ways for the new audience to connect and connect with them, including:
- Social links
- Patreon Link
- Online shop link
- Your dog's Instagram account.
"I love the autoresponder function. It's easy to set up. You don't have to be an expert, ”says Holmes.
Get in touch with people in a new way.
Danika & the Jeb are musicians first. But they also love data. AWeber's analysis and reporting functions help you to better understand your target group and what content you prefer.
“I like going to the broadcast page and see how many people have opened each email. It helps me to learn which subject lines work and which don't, ”says Holmes
Unlike social media, AWeber informs Danika & the Jeb about when people view their emails.
Creation of a multicultural community.
The online shows formed a multicultural community of supporters that never existed. Previously, people from a specific geographic location came together to see Danika & the Jeb's personal shows. Now people from South America, Europe, New Mexico, Florida, Ohio and around the world can listen.
"There is no other scenario in which all of these people would have been together at the same time. They all talk to each other. It creates a multicultural experience for us too," says Holmes.
Spectators' pets also need music.
Danika & the Jeb love to get photos of pets watching their online shows.
Holmes even highlighted some of her favorites in a recent email, mentioning that her audience is becoming "fluffier".
Share the intimate side of the songwriting process.
For the first time in her life, Danika & the Jeb share their songwriting process from start to finish. They want their customers to experience more than just a song played online.
"It's a deep look at the creative process behind the song. Part of the content is reserved for Patreon members only. Other content that Patreon users see first, and a month later, we publish it to everyone on our AWeber-E- Mail list, ”says Holmes.
The AWeber difference.
Danika & the Jeb have been with AWeber for over 10 years. Email has always been an important element in building relationships with your audience.
But Danika & the Jeb are musicians, not email experts. If you ever have a question, contact the AWeber Customer Solutions team.
"Holy Bimbam. You have the best customer service ever. You are so patient. Nobody has ever treated me badly or made me feel bad about not knowing certain things. I love that I can get a real person. That is amazing, ”says Holmes.
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