Still basking in the warmth of yesterday’s post about the recorded music industry (see: The record labels I never knew I loved), I wanted to parlay the goodwill into a day of ‘giving back’.
After years of ‘borrowing’ music from record labels, I felt like the least I could do - aside from spending money - was to gift them each with my precious email address. After all, there’s still no more effective way to market online than via email.
Based on the list of labels from yesterday’s post, I set forth on a journey to sew my email seeds. Such a noble pursuit, I thought!
As I visited the first label’s website, I noticed… what’s that? There’s no newsletter? Oh wait, there it is… BURIED AT THE FOOTER OF THE PAGE BEHIND A ‘CONTACT’ LINK. And so began the rage blackout.
Here are some of the more common CRM offences:
1. No email list available at all
2. Not possible to sign up for email online (required emailing the label)
3. Sign up box impossible to find on homepage / dreadful UI
5. No email confirmation post-sign up
6. Horrific formatting of confirmation emails (when they exist - see point #5)
7. No content / offers / anything included in confirmation emails
8. No impetus (e.g. offers, discounts) for sign up
There I was, ready-willing-and-able to give away my most precious online asset - my email address - and the entire experience has left a sour taste.
For some fans, this could be the first interaction with a label - outside of purchasing music by their artists. The experience could and should have run something like this:
- Fan visits your website, sees clear newsletter sign up area
- There’s clear impetus to join - ‘sign up now and receive a 10-track sampler’
- Fan receives email confirmation of sign up, along with mp3 download link
- As a cherry-on-top, the email also provides 10% discount to online store
At a time when sales and fans’ attention spans are shrinking, it’s so sad to see these opportunities go to waste.
Update (6/12): The charming newsletter from Bella Union arrived this morning, replete with great links and news. Rage is quelled… for now.