How to Use Your Email List Around a Release or Tour

You’ve built a mailing list - great. But now comes the part that actually matters: what you do with it. Because if all you ever send is “our new single is out” or “gig on Friday,” don’t be surprised when people stop opening your emails.

Your mailing list is a direct line to your biggest supporters. So when you’ve got a new release or tour coming, treat them like the inner circle they are.

Here’s how to do it right:

1. Warm them up - before you ask for anything
A week or two before the announcement, send a short, personal email. Something like:
“We’ve got something coming soon we’re really proud of. You’ll be the first to hear it. Watch this space.”
This builds curiosity - and reminds them you're still active. It also primes your audience so the next email doesn’t come out of nowhere.

2. Give them early access
This is the move. If it’s a single, send a private SoundCloud or Dropbox link 24-48 hours early. If it’s a gig, offer early bird tickets or a pre-sale link. If it’s a tour, share the dates and give them first dibs on merch or bundle offers.
Let them feel like insiders, not just recipients of another promo blast.

3. Share the story, not just the link
When you do launch, don’t just say “New EP out now.” Instead, say:
“This release nearly didn’t happen. We scrapped two tracks. We rewrote the chorus to ‘Track X’ five times. We poured everything into this. And we’d love to know what you think.”
Then add the link. The reason to click always comes before the link itself.

4. Follow up with fan content
A few days later, share a short email with reactions. Screenshots of replies, fan quotes, behind-the-scenes clips. Remind them that real people are connecting with this. It builds momentum - and makes subscribers feel part of something that’s growing.

5. For tours - go local
Segment your list by region (easy to do if you collected location info). Then email fans in the gig’s area directly. “We’re finally playing Bristol next Friday. Hope to see some of you there - shout if you’re coming!” That’s personal. And it works better than blanket emails to everyone.

6. End with a question
Want replies? End with something like:
“What do you think of the new track?”
“Where should we play next?”
“What’s your favourite lyric from the EP?”
It keeps the conversation alive - and gives you valuable insights too.

An email list is only powerful if you use it properly. Keep it human. Keep it focused. And treat every send like it’s going to your closest fans - because it is.