Why Mailing Lists Are Still the Most Powerful Tool in Your Artist Strategy

Georgina Fiske
May 29
3 min read

You don’t need another platform.

You need something that works.

And that’s what email still is.

While everyone is chasing algorithms, mailing lists quietly outperform every other channel when it comes to connection, click-through, and actual support.

If you want to build a career that lasts, your mailing list should not be an afterthought.

It should be one of the first things you lock in.

What Mailing Lists Do That Socials Never Will

Socials are good for reach.

Email is good for depth.

It’s where people already expect to hear from you directly.

No swiping, no scroll. Just you, in their inbox.

And if they’ve signed up, they already care.

That’s rare. And it’s powerful.

With email, you:

Don’t have to fight an algorithm
Can speak more clearly and more personally
Can actually drive action (ticket sales, merch, streams, crowdfunding)
Own your audience instead of renting it from a platform
Can automate smartly without being robotic

It’s the one channel where attention is earned, not stolen.

So Why Do So Many Artists Skip It?

Because socials feel louder.

Because newsletters sound boring.

Because it’s easy to think no one opens emails anymore.

But the truth is, people open emails they care about.

If someone gave you their email address, that’s not nothing.

That’s interest.

That’s trust.

That’s a “yes” waiting for you to use it well.

You Don’t Need to Send a Monthly Newsletter

Here’s a mindset shift:

You’re not starting a newsletter.

You’re starting a conversation.

You can write:

A one-off email before a gig
A mini-story about what inspired your latest track
A link to your new release with a reflection
A thank you to fans after a tour
A roundup of what’s coming up next

It doesn’t need a schedule. It just needs intention.

Even sending an email once every 6 to 8 weeks can keep you top of mind in a way Instagram never will.

Mailing List vs Substack: What’s the Difference?

Substack is a public-facing blog with built-in email.

It’s designed for people who want to write longer or more regularly.

A mailing list is more flexible.

It’s private, strategic, and often used for short updates, launch campaigns, and direct asks.

Here’s the quick way to think about it:

Use Substack if you want to share stories and build a public library
Use a mailing list if you want to drive action, manage a campaign, or run behind-the-scenes comms with your community

You can do both. But you don’t have to.

Questions You Might Have After Reading This

Q1: I don’t have a list yet. Where do I even start?

Start with one opt-in form. Put it on your website, in your link in bio, and on your show signage. Then invite people in gently. No spam, just “Want to hear from me sometimes? Join the list.”

Q2: What should I send if I don’t have a new release or tour?

Send a tiny update. A story. A playlist. A photo with a caption. Something simple and honest. Consistency beats polish every time.

Q3: I already have a list but it’s small and inactive. Should I start over?

No. Start where you are. Even 20 people can lead to impact if you treat them like your inner circle. Re-engage with something real, then keep building from there.