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Hey Reader,

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I got a question on Threads recently that made me realize I need to spell this out more clearly:

"What email platform do you actually recommend for musicians, and why?"

Here's the thing - after 15+ years in digital marketing and working with dozens of platforms, I have strong opinions about this. And it's not just about features and pricing (though we'll get into that).

It's about understanding how musicians actually build careers in 2025.

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The Problem Most Email Platforms Don't Get

Most email platforms were built for e-commerce stores or big corporations. They think in terms of "customers" and "sales funnels."

But you're not trying to sell widgets.

You're building relationships. You're turning that person who heard your song at 2AM and felt something into someone who'll show up for your releases, your shows, your creative journey for years to come.

That requires a completely different approach - and most platforms make it unnecessarily complicated or expensive.

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Why Kit Gets It Right

​Kit was built for creators. Not corporations. Not widget-sellers. People like you who need to nurture real relationships that turn into sustainable income.

Here's what that looks like in practice:

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You Can Actually Start for Free (And Mean It)

​Kit's free plan isn't a joke. You get:

• Unlimited email sends
• Unlimited landing pages
• Unlimited forms
• One basic automation

Translation: You can start building your email list and sending those "hey, here's what I've been working on" updates without spending a dime while you figure this out.

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When You're Ready to Level Up, It Makes Sense

Once you want multiple automations running (and trust me, you will), you're looking at $30/month for up to 1,000 subscribers. This includes unlimited automations with unlimited “touchpoints” within each automation.

Compare that to Mailchimp's comparable plan (what I know most artists get started with,) which limits you to just 4 "touchpoints" in their automations.

Four.

That's barely enough to say “hello” properly, let alone build the kind of relationship that makes someone want to support your Patreon or host a house concert.

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The Automation Game Actually Works

Here's a real example of how this plays out:

Someone signs up for early access to your new single. Kit automatically:

• Tags them as "new subscriber, exclude from promos" (because you're not going to be that artist who immediately starts selling without providing value first)
• Sends the early access link they signed up for
• Moves them into a welcome sequence that tells your story over the next month
• Removes the "exclude from promos" tag once they've completed that sequence

Adds a "welcome sequence completed" tag so you know they're ready for deeper engagement.

Now when you send that email about your new merch drop or announce a house concert opportunity, it's not coming from a stranger. It's coming from an artist they've gotten to know.

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It Plays Well with Your Existing Tools

​Kit integrates directly with:

• Shopify (for merch stores)
• Patreon (for recurring income)
• Squarespace (for websites)
• Canva (import designs directly)
• Zapier (connects to basically everything else)

Plus, you can sell digital products directly through Kit - those digital album downloads, phone wallpaper packs, exclusive voice memos, unreleased demos - without needing another platform.

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The Interface Won't Make You Want to Quit Music

I'm just going to say it: I kind of hate Mailchimp's interface. It feels like it was designed by people who've never actually sent a marketing email in their lives. It’s cumbersome, clunky and difficult to navigate.

​Kit feels intuitive. Like it was built by people who actually use email marketing to build their own businesses (which it was).

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​Here's How to Think About Making It Pay for Itself

The whole point of building an email list isn't to have another marketing chore. It's to create a direct line to people who genuinely connect with your music.

When you're consistently providing value - behind-the-scenes content, exclusive tracks, your creative process, stories that make people feel like they know you - asking for support stops feeling gross.

Maybe that's inviting people to your Patreon for $5/month for next-level exclusive content. Maybe it's promoting a "free plus shipping" offer for a signed EP. Maybe it's seeing who wants to host a house concert.

The math works when you're building real relationships. Even if just 10% of your 500-person email list becomes Patreon supporters at $5/month, that's $250 - more than enough to cover your Kit subscription and then some.

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​The Biggest Mistake I See Musicians Make

They treat email marketing like social media - trying to be clever and polished and "on brand" all the time with super slick, flashy, magazine-style layouts.

Your best emails are going to feel like updates from a friend. Plain text (yes, really) with maybe a photo or two. Written like you just opened your laptop and wanted to tell someone about what you've been working on.

​Kit makes this easy because it doesn't push you toward fancy templates and corporate-looking designs. It lets your voice be the star. (To be clear, it has more advanced design capabilities, but they make it really easy to get started with simple emails that drive real connections with your fans.)

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What This Actually Looks Like

One of my clients at the Nashville music marketing agency I work at offers a free, unreleased version of his most popular song when fans join his email list (which he hosts on Kit, of course).

Then, he shares open-hearted stories from his life and career. Nothing overshare-y. Just honest. Human. Comfortable in his own skin.

We built out a nurture sequence that sends fans those stories - first every few days, then once every week or two.

• Each email builds trust.
• Each message adds depth.
• Each fan gets to know him a little better.

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So when it came time to launch his first physical CD, we offered fans the chance to pre-order signed copies with an email.

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​In 2.5 weeks, he cleared over $2,000 in net sales. Not from casual followers. From connected subscribers. From real fans.

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Your Next Step

If you're ready to stop treating your email list like an afterthought and start treating it like the foundation of your music career, here's what I recommend:

1. ​Start with Kit's free plan and set up one simple automation - maybe a welcome sequence for people who sign up for exclusive access to an unreleased song they can’t find anywhere else.
2. Focus on relationship-building for your first month. No selling, just connecting. Send updates like you would to an old friend.
3. Upgrade to the Creator plan ($30/month) when you're ready for multiple automations and advanced tagging/segmentation.

And if you get stuck? Reply to this email. I've been working with Kit for years and I'm always happy to help fellow artists figure this out.

Your casual listeners are ready to become invested fans. Let's use the tools to make that journey as smooth as possible.

Start small. Grow strong. Let's go.

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You've got this,

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P.S. You don't need thousands of followers to build an email list that changes your career. You just need people who connect with your music. That's where real, sustainable income comes from.

P.S.S. Ready to try Kit? They have a free plan and free trial.

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