Everyone’s obsessed with TikTok and Instagram despite a continual decline in social reach – but what’s still crushing it in 2025?
Email.
Email is the underdog of 2025
- Email has the highest Return On Investment (ROI) in digital marketing, with £36.42 return for every £1.00 spent.
- Artists, DJs, Record Labels, Events and brands are sitting on untapped gold with mailing lists they don’t use.
- Most don’t use email marketing because providers such as Mailchimp or ConvertKit are overwhelming.
Social Reach is dying - own your audience
Your followers aren’t yours. Your mailing list is.
- Organic reach on Instagram is down to 4.5%.
- TikTok is increasingly pay-to-play.
- Building an email list is entirely yours and you can reach them at any time – own your audience.
Fans want direct access - email delivers
Want more gig bookings? Sell more merch? Don’t rely on algorithms.
- 72% of Gen Z prefer brand messages via email over social DMs.
- Venues, labels and fans check email to act, not just scroll.
Email builds long-term fans, not just likes
- Likes don’t pay your rent. Loyal fans do.
- Email marketing is proven to increase customer lifetime value by 3x over social alone.
- Run tour alerts, exclusive merch drops or label releases via segmented email lists.
£36.42
ROI for every £1 spent - the highest of any digital channel
72%
of Gen Z say they prefer emails from brands over other channels
26%
is the average open rate for music-related emails
3.1%
Average email Click-Through Rate (CTR) vs. <0.8% for Instagram
100%
control over reach
5.2%
Organic Reach for TikTok, and only 4.5% on Instagram
Email made easy
- Most music brands don't use email because it's a pain in the a**e.
- It's difficult to know if you've got it right, what works and what doesn't.
- You can't just use your normal email accounts or you risk having your entire domain address blacklisted.
- Many give up at design, GDPR or delivery.
We can help with our GoSEND solutions
With GoSEND, you can focus on your music — we handle the delivery, design, and strategy.
- We help you get into inboxes, not spam folders — reliably.
- GoSEND gives you the power of a full-stack CRM... without the headache.
- Slide into the inbox, not the DMs. GoSEND is your no-BS, done-for-you email marketing partner.
- And what’s best - our fully managed services are available from as little as £6.00 per 1,000 recipients!
- So you can reach 1,000 fans, from only £6.00!