Why Texting Your Fans Just Works
You might think texting is just for friends, but it’s become a surprisingly powerful tool for artists. Here’s why it blows other methods out of the water:
People Actually See Your Message
This is the big one. How often do your emails get lost in overflowing inboxes? Or your social posts buried by algorithms? SMS messages have an almost unbelievable 98% open rate. Yes, you read that right. Compare that to email’s average of around 20%.
Most texts get read within minutes, not hours or days. Need to announce a last-minute venue change? A surprise merch drop? SMS gets the word out fast.
Plus, people are way more likely to click links in texts. Click-through rates hover around 19%, crushing email’s typical 3%. That means more fans heading to your Spotify, your ticket page, or your online store.
“Imagine knowing that almost every single fan you text will actually see your announcement. That’s the power we’re talking about.”
Build a Real, Personal Connection
Social media can feel distant. Emails can feel generic. A text message? That feels personal. It lands right alongside messages from friends and family.
It creates a feeling of being in an exclusive club. Fans feel closer to you, more connected to your journey. Some artists even occasionally reply directly to fan texts, making that connection even stronger. This isn’t just marketing; it’s relationship building. It turns casual listeners into dedicated fans.
Cut Through the Digital Chaos
Let’s face it: the internet is LOUD. Fans are bombarded with content constantly. Their email inboxes are warzones for attention.
But their SMS inbox? It’s usually much quieter, especially when it comes to brands and artists. Your message stands out. It doesn’t get lost in the feed or buried under promotions. You get a direct, uncluttered line to your audience.
In a world fighting for fractions of seconds of attention, SMS is your secret weapon.
Getting Fans Pumped to Get Your Texts: Building Your List
Okay, you’re sold on the why. But how do you get fans’ phone numbers? And crucially, how do you do it the right way?
Permission is Everything
Before you send a single text, you must get clear permission. This isn’t just polite; it’s the law (think TCPA in the US, GDPR in Europe). You need explicit consent. No pre-checked boxes, no assuming they want texts just because they follow you online.
Think of it like this: you wouldn’t just walk into someone’s house uninvited, right? Same goes for their text inbox.
Use a double opt-in: They sign up, then confirm via a text message. This proves they really want to hear from you. It protects you and builds trust.
Where to Ask Fans to Sign Up:
- At Your Shows: This is prime time!
- Put a simple sign-up sheet at your merch table.
- Use a QR code on posters or screens linking to an online sign-up form.
- Run a keyword campaign: “Text ‘YOURBANDNAME’ to 12345 to join our fan club!”
- Offer an instant incentive: “Text us now for a free sticker!”
- Online: Your digital home base is key.
- Add a clear sign-up section on your website’s homepage. Make it obvious!
- Create a dedicated page just for SMS sign-ups, maybe offering an exclusive download.
- Include an SMS option next to your email sign-up. Give fans the choice!
- Promote your text list on social media. Get creative like the band Wallows did with their “Call To Listen” campaign that led to an SMS opt-in. Check out Your Guide To Building An Effective SMS Marketing Plan for more ideas.
Give Them a Reason to Join!
People guard their phone numbers. You need to offer real value.
- Exclusive Stuff: Early access to tickets, unreleased song snippets, behind-the-scenes photos, special discount codes only for text subscribers. Make them feel like VIPs.
- Freebies: A free download, a sticker pack, entry into a contest.
- Updates They Care About: Tour dates in their city, new music alerts before anyone else.
Make it a no-brainer for your biggest fans to sign up.
What Should You Text Your Fans About? Crafting Killer Messages
You’ve got their number (with permission!). Now what? Sending the right kind of messages is key to keeping fans engaged and happy.
Ideas for Awesome Fan Texts:
- New Music Drops: “Our new single ‘Awesome Song’ just dropped! Listen here: [Link]” or “Pre-save our album now & get a sneak peek: [Link]”
- Tour & Show Updates: “We’re coming to YOUR CITY! Grab tickets before they’re gone: [Link]” or “Doors open in 1 hour for the show tonight!” (Geo-targeting helps here!)
- Merch Drops & Sales: “Exclusive new tee just landed! Text club gets 15% off for 24hrs: [Link]” (Tim McGraw used this effectively!)
- Exclusive Content: “Quick video from soundcheck just for you guys! [Link]” or “Here’s a photo from the studio…”
- Contests & Questions: “Giving away 2 tickets to the NY show! Text WIN to enter.” or “What song should we play tonight? Text SONG A or SONG B!”
- Personal Touches: “Just wanted to say thanks for all the support on the new track!” (Even automated, this feels good).
Keep Your Texts Short, Sweet, and Actionable:
Remember, it’s a text, not an email.
- Be Brief: Get straight to the point. Aim for under 160 characters.
- Clear Call to Action (CTA): Tell them exactly what you want them to do. “Listen Now,” “Buy Tickets,” “Shop Here.”
- Use Your Name: Always include your artist/band name. They might not have your number saved!
- Sound Like You: Write like you talk. Keep your brand voice consistent.
- Timing Matters: Don’t text late at night or super early. Respect their time (and legal quiet hours!).
- Easy Opt-Out: Always include how to stop messages (e.g., “Reply STOP to unsub”). This is required!
- Proofread! Typos look unprofessional.
Think: clear, concise, valuable, and respectful.
Make it Feel Even More Personal: Simple Segmentation
Want to make your texts even more effective? Don’t send the exact same message to everyone all the time.
Segmentation just means dividing your list into smaller groups based on things you know about them.
- Location: Send tour date announcements only to fans in or near that city. Super relevant!
- Engagement: Maybe send a special offer to fans who always click your links.
- Purchase History: Offer a merch discount to fans who bought tickets last time.
Even just using their first name (“Hey [Fan Name], check this out!”) can make a difference. It shows you see them as an individual, not just a number.
This makes your messages feel less like spam and more like a personal update.
Choosing Your Texting Tool: Picking the Right Platform
You don’t send these texts from your personal phone! You need an SMS marketing platform. Think of it like the dashboard you use to send emails, but built for texting.
What to Look For:
- Ease of Use: You’re a musician, not a tech guru. It should be simple to navigate.
- Reliable Sending: Your messages need to actually get delivered.
- List Management: Easy ways to handle sign-ups and (importantly) opt-outs automatically.
- Basic Analytics: You need to see what’s working. How many people opened? How many clicked?
- Segmentation Options: The ability to group your fans (like by location).
- Compliance: Tools that help you follow the rules (like automatic STOP replies).
- Pricing: Fits your budget. Some charge per text, others have monthly plans. Look for flexibility.
There are many platforms out there, some even designed specifically for artists. Do a little research, maybe try a free trial if offered. Don’t just pick the cheapest; pick the one that feels right for you and your needs. Understanding How SMS Marketing Works conceptually will help you evaluate platforms.
Measuring Your Success (ROI)
You’re spending time (and maybe a little money) on this. How do you know if it’s paying off? You need to look at your Return on Investment (ROI).
Basically: Are you getting more value back than you’re putting in?
What to Track:
- Click-Through Rate (CTR): Are people clicking your links? Shows engagement.
- Conversion Rate: Did they do the thing after clicking? (Buy a ticket, stream the song, buy merch). This is key!
- List Growth: Are people signing up?
- Opt-Out Rate: Are people leaving? (A high rate might mean your texts aren’t valuable enough).
- Attributable Sales: If you use unique discount codes or trackable links, how much revenue came directly from specific texts?
Don’t get overwhelmed by data. Focus on the metrics that matter most for your goals. If you want ticket sales, track conversions from ticket links. If you want streams, track clicks to Spotify.
Maximizing Your ROI:
- Set Clear Goals: Know what you want each text campaign to achieve.
- Use Trackable Links: So you know where clicks and sales come from.
- Test Things: Try different message wording, different send times. See what works best for your audience.
- Provide Consistent Value: Make sure fans are genuinely glad they signed up.
SMS isn’t just about blasting messages; it’s about building relationships that lead to tangible results.
Advanced Texting Tactics
Once you’ve got the basics down, you can get even smarter with your SMS strategy.
- Keyword Campaigns: Use different keywords for different things. “Text TOURCITY for local show updates.” “Text ALBUMNAME for exclusive album content.”
- Automated Series (Drip Campaigns): Send a welcome message automatically when someone signs up. Maybe send a series of texts leading up to a big release.
- Integrate with Email/Social: Use SMS to announce something big, then follow up with more details via email. Promote your SMS list on your social channels.
- MMS for Richer Content: Send images (album art!), short audio clips, or GIFs to make your texts pop (MMS usually costs a bit more than SMS).
- Two-Way Chats (If Possible): Use it for quick fan Q&As or polls. Make it interactive!
Start simple, then gradually add these more advanced techniques as you get comfortable.
Real Musicians Winning With Texting
This isn’t just theory. Artists are seeing real success:
- Wallows: Used a creative “Call To Listen” phone number that captured fan numbers for future SMS updates. Smart list building!
- Tim McGraw: Built a huge list by offering exclusives and updates. He saw great results promoting merch directly via text to his super fans.
- Krewella: Blended automated messages with personal replies and keyword campaigns for early music access, creating a strong fan community.
- Maren Morris & Carly Rae Jepsen: Both used platforms like Subtext to create “hotlines” for fans, generating buzz and direct connection.
These artists understand that direct fan connection is incredibly valuable.
Ready to Connect Like Never Before?
The digital world is noisy, but SMS offers you a clear, direct, and personal way to reach the people who love your music most. It’s about cutting through the clutter and building real relationships.
By getting permission, sending valuable messages, respecting your fans, and using the right tools, you can turn texting into one of your most powerful assets. You can drive sales, fill venues, and create fans for life.
If you’re looking for a reliable and easy-to-use platform to get started, especially if you’re based in Australia, consider checking out a service like 160.com.au. They’ve been helping businesses (and artists!) connect via SMS since 2000, offering features like simple online sending, personalization, scheduling, and robust compliance tools, all without messy monthly fees or lock-in contracts. They even offer ways to integrate with email (Email to SMS). Exploring different SMS Marketing solutions can help find the perfect fit for your band.
What’s stopping you from building that direct line to your fans? Start building your list today (the right way!) and see the difference a simple text message can make.