How to Use an Email List Build Your Dance Brand
Do you want to build an audience for your dance brand (i.e. yourself, company, or school)? You won’t get far without building an email list.
You’ve secured your domain. ✔️
Your website is in progress. ✔️
It is looking pretty good now, right?
Now you have to make a decision. Should you start an email list?
Next, come the thoughts
“I don’t have anything to write about.”
“Would anyone read my emails?”
“If anything comes up, I’ll just share on social media.”
Followed by,
“I think I’ll just skip it for now. If I need it in the future, I’ll figure it out.”
Does that sound familiar?
If you’ve ever faced this decision, today’s post is for you.
We’ll help you consider the reasons why having a mailing list is beneficial and what to write about it.
Why start an email list?
Before we go into the breakdown of the benefits for individual career professionals vs organizations, we need to clarify one major point.
You do not own your audience on social media.
I don’t care if you have 100K followers or 100, you do not have any control over your audience. This might seem confusing, especially if you’re making money as a creator. But, the truth is, at the end of the day, everything belongs to the platform owners.
If your account is suspended or terminated, there is little you can do.
If the algorithm changes and you get fewer views, you’ll have to dance to their tune by changing your strategy.
If your followers leave the platform, you’ve lost your connection to them.
Instead, build a mailing list.
For individuals | For studios/companies:
Why should I build an email list as a choreographer, teacher, or performer?
Emailing your subscribers keeps your brand top of mind. Hearing about what your work gives people an idea of what you’re capable of doing.
Example: A ballet dancer mentions choreographing a musical
Subscriber response: “I didn’t know [ballet dancer] is also a choreographer? And musicals? Wow OK, I’ll have to keep them in mind for xyz…”
You can alert subscribers to casting updates or share donation opportunities.
Example: “Casting alert! I’m taking on the role of q in the matinee on Saturday.”
Subscriber response: “I’d love to see them do this role. I’m buying tickets.”
FOMO even works in your favor.
Example: “I’m teaching for y’s summer intensive.”
Subscriber response: “We’ll have to hire them for ours as well.”
Why should I build an email list for my dance studio or company?
Just like for individuals, a emailing keeps your brand top of mind. It is essential for building your audience.
Use an email list to capture website visitors. On a daily basis we see so much content! It is easy to forget what you’ve seen. In order to build a relationship, ask for an email address and then follow up with mailing your contacts. After that, your site visitors might become your students, donors, or audience members.
Advertise. Let your audience know of upcoming performances or enrollment.
Example: If a parent begins looking for dance classes at age 2, but your studio doesn’t enroll until age 3, don’t lose them! Capture their email and keep them posted on enrollment.
Although it might seem obvious to use a mailing list to inform people of upcoming performances, you would be surprised at how many organizations don’t do this. Or, if they use it, they don’t email as frequently as necessary to get results. Hint: One time isn’t enough.
Keep your audience informed of what’s happening within your organization. The content of your emails lets people know why they should continue to care about your work.
Did you have a new choreographer come in and set a work? Let people know about it!
Are you in need of funding to build a new full-length concert? Inform your mailing list.
Do you have new merch for sale? Tell them that too.
By now, you’re now getting the idea that an email list isn’t just about collecting email addresses. Maintaining an email list is about building community.
Now, before you start your list, make sure that your website is in legal compliance. Take a look at The 10 BIGGEST Mistakes You’re Making on Your Dance Studio Website and find out what you need to do to protect yourself and organization from liability.
Do you need help to build dance brand online? Contact me for a free consultation.
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I’m a former professional dancer, college educator, and choreographer working in web design! Through this blog, I share tips on web design, branding, and what I’ve learned over the past 30+ years about building a successful career in dance.
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