As The World Tunes

Email Etiquette

by Steve Bussey
GeoSynchronous Records

Everyday I receive at least one unsolicited email from an aspiring band wanting to be signed to a lucrative recording contract. With the explosive growth of the Internet, it is no wonder that musicians and bands have utilized this tool to promote themselves. Email to your fans can be very useful, but I am not so sure about emailing record labels for a deal. GeoSynchronous Records has never signed anyone this way, and I have not heard of any other company doing it. It may even do you some harm, as in branding you an amateur. So my advice is to skip the email to the labels, unless you have personally talked to the recipient and have his or her permission. But, email is a great way to keep your fan base informed, so here are my suggestions.

Do not add anyone to your list without their approval. Be advised that there are laws that apply to unsolicited email, but hopefully you will not add unsuspecting victims to your list. I know of one musician who added everyone listed in the distribution section of every email he had ever received. For weeks he received hate mail from people who did not appreciate being on his list. And he said it was brutal, scathing replies insulting him, his family, and his art, with some of the worst cursing he had ever read! So don't do it.

I do on occasion receive unsolicited email that tells me right up front that it is a one time mailing only, and that I have not been added to a list. This does not bother me too much, since I can easily ignore it and nothing will happen. It will also tell how to be added to the list if that is what I want.

Always include how to be removed from the list. Things change, and people may decide they do not want to receive your email. Make it easy for them to do, and tell them how in every message you send. And check to be sure that it works. I have seen many lists that I can not get off, even when I do exactly what they say to be removed. Do not subject anyone to this email Hell!

Keep it short. A three thousand word essay on how you recorded the snare drum will most likely not be read. Just a few sentences is much better and will be more powerful in the long run. You can include a link to your web site for more details for those who are interested.

Keep it simple. A lot of people still have email programs that can not read html encoded email, or firewalls that filter this out, so your gorgeous teal colored fancy font on a pink background may appear as strange gibberish, or plain black and white, or not at all to some folks. Remember that it is the content of your message that is important.

Do not attach huge MP3 audio files or large graphic files. Despite the increased speed of modems these days, some people are stuck with low speed connections. One band tied up my line for forty-five minutes with an unsolicited MP3 song. Needless to say, I was not a happy camper! Here again, you can include a link to your web site for those who are interested.

If you are sending out a notice of a gig, in addition to the date and time of the performance, be sure to tell the name, address, city, and state of the location. You would be amazed at the number of notices I get that only say the name of the club. It can really make the band look stupid, especially when you find out later that the club is in a state a thousand miles away.

While you are at it, be sure to include a contact name and phone number for the recipient to call you. They may be calling to buy your CD, or maybe to ask to be removed from your list, you never know. Either way, stand up and be accountable and easy to reach.

There you have a brief email etiquette lesson. Spread the word!

About the author: Steve Bussey is a singer/songwriter/guitarist and is currently the owner and general manager of GeoSynchronous Records (http://www.pan.com/geosync, Listening Line 800 235 9193, ask for a free catalog), an indie label handling artists such as Les Dudek, Mike Pachelli, Bong Water Taffy, and Big Red & The Bus. Prior to this, Steve earned Bachelor's and Master's degrees in Electrical Engineering and Acoustics from Georgia Tech, designed sound equipment and guitar amps for Fender, and supervised design of communication systems for the Space Shuttle at Kennedy Space Center.