Best Coachella Email Marketing Examples to Inspire Your Next Event

This year’s Coachella Valley Music and Arts Festival was filled with big names and even bigger performances. The likes of Lady Gaga, Kendrick Lamar, and Childish Gambino graced the stages – while new acts like Post Malone, 21 Savage, and Lil Nas X shocked and delighted crowds with their unique styles. If you’re planning on attending a music festival this summer, be sure to check out the full line-up and see if there’s anything that catches your fancy.

Despite the fact that social media has made it much easier for artists to connect with their fans, music festivals are a prime example of where old methods still work. The lines between music fans and journalists, celebrities and regular folk have blurred, but there are still clear distinctions between the classes. For example, at a music festival you won’t often hear someone shout out a celebrity, and journalists won’t usually be found hanging out with musicians. 

As the world becomes more digitally connected, musicians are finding new ways to engage with their audience. From creating performance videos to launching mailing lists and social media accounts, musicians are using every platform to their advantage.

An example of this can be found in the form of an email marketing campaign from Coachella. The festival sent out hundreds of emails to their subscribers before, during, and after the event. This outreach was made possible by a strategic partnership with Hootsuite, who helped the festival understand the advantages of email marketing and how to harness its power for optimum effect.

The Basics Of Effective Email Marketing

It’s no secret that musicians are ideal candidates for email marketing campaigns. For one thing, they have tons of fans who would be willing to sign up for regular updates on the latest news and gigs. For another, their already established fan base means that there are plenty of people who are already on the list for the festival – or any other show that the band might play.

One of the best things that email marketing has going for it is that it’s incredibly easy to put together. All you need is a mailing list (the larger the better) and a way to send out the emails. You can even use a tool like Mailchimp to gather all of the data and send out your campaigns automatically.

5 Elements That Make Up a Successful Coachella Email Marketing Campaign

Based on our experience working with music festivals and our research into what makes for a successful email marketing campaign, here are the essentials you need to get started:

1. An Event-Related Subject Line

It’s no secret that a huge number of people are more likely to open and read your email if it has a relevant and intriguing subject line. This is also what makes editorial email marketing so powerful – the subject lines are typically related to the content of the email. So, if you’re sending an email to subscribers with the subject line “New Music Festival 2019: The Most Influential Artists Who Never Lived In L.A.”, you’re already halfway to a successful email marketing campaign. Your email will likely receive a better response if it has a relevant and intriguing subject line.

The subject line should reflect what is inside the email. In the example above, the email is about a music festival, but the subject line refers to a specific band. This technique improves click-through rates by 9% and opens rates by 12%.

2. A Call To Action

An email’s call to action is what hooks the reader and encourages them to continue reading. In the case of a music festival email, the call to action is typically “Subscribe to our mailing list” or “Visit our website”. In the case of editorial emails, the call to action might be different – a poll or a request for feedback might be presented in the email.

You can use buttons, text, and a combination of both to encourage your readers to take a specific action – in the example above, the buttons show a picture of a green check mark, which represents a completed subscription to the festival’s mailing list. An unsubscribe link is also included in case someone wants to stop receiving the emails.

3. A Brief Bio

You don’t need to go overboard with biographies, but a short bio is acceptable – just enough for the recipient to know what to expect. This is especially important for musicians, who may not be familiar with the music industry and how it works. Your bio will also appear in the email’s “from” line, which provides more credibility and improves your chances of being signed up for the mailing list. Your bio should include information about how you’re involved with the band or festival, as well as a link to the band’s or festival’s website.

Some brands will sign up musicians for their mailing lists simply because they’re familiar with the band’s work. When you contact the musicians’ professional account managers, you’re more likely to get the signed up for your mailing list.

4. The Content Of The Email

The content of the email itself shouldn’t be misleading – the purpose of the email is to promote the event, not to make the reader purchase something. However, you do want to provide enough information for the reader to understand what the email is about. In the example above, the email explains what the festival is, when and where it is taking place, and provides a short bio on each of the headlining bands. Furthermore, all of the bands are described in detail – including their history, background, upcoming shows, and lyrics. The email also provides links to each of the bands’ websites and social media pages, allowing the reader to learn more about them.

5. An Endnote

An email should be complete and wrap up nicely, so a simple but effective closing will suffice. In the example above, the email states that the festival is “over 15 years old” and asks the reader to “keep up with this brand new music”. It also includes an unsubscribe link in case the reader wants to stop receiving these types of emails from the festival. Finally, a small pitch at the end for the sake of it doesn’t hurt either.

Webinars aren’t a new phenomenon, and they’re definitely not just for business purposes. Frequently, these are live events where presenters share informative content with attendees. This could be used for music festivals as well – either an in-person event or a webinar where presenters give lessons on stage or via webcam.

How to Personalize Your Email Marketing Campaign

One of the major advantages of email marketing is its ease of use. The subject line, body text, and call to action are typically the only three pieces of content you need to get the ball rolling. However, you can take this a step further and use tools like Mailchimp’s autoresponder to further personalize your emails, adding in additional content like photos and video clips. Using tools like autoresponders and newsletters is a great way to make sure that your emails are personalized and don’t come off too much like a marketing pitch.

Watch: How To Write The Perfect Event-Related Subject Line

This year’s Coachella was a celebration of music and culture, and one of the best ways to promote the event is through email marketing. Creating a relevant and intriguing subject line is the key to pulling in the clicks and increasing open and click-through rates. To see what makes for a good subject line, check out the subject line of the the email above – it’s amazing! In addition to a good subject line, the email includes a brief biography of the band, an event link with more information, and a request to sign up for the mailing list. Using these three pieces of content, you’re already well on your way to a successful email marketing campaign.

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