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It has been a busy time. The rest of the industry may be winding down for the holiday break but with a new video to launch in January, there is a lot of thinking to be done to create a strategy to promote it. Announcing it to the email list seems the ideal way to launch it, I wish it was bigger.

Since starting to work with Aaron, we have been looking at ways of taking a disparate fan base spread over a number of different social/music networking sites and bringing them together in one place. It is more difficult than it looks, akin to herding cats. In the end we settled on measuring our success by numbers on the email list and fans on Facebook.

We took this two-pronged approach because it is easier to drive traffic from one social network site to another than straight to the email list. As the newsletter becomes a more regular feature, we will look to providing incentives for Facebook fans to move to the email list. A track give-away to join the email list seems a good way forward.

So, it’s official, size really does matter. Straight sales is a numbers game. The bigger the numbers, the more controlled the outcome. Let me elaborate: a known response rate of 30% to a particular communication means send it to 10,000 targets and approx 3,000 will respond, however, send it to a list of 100 and 30 may respond but it could be 0 or it could be all 100. It is not statistically significant.

While you may think that a fan email list is not the same as a sales email listing, it is as the numbers grow. Response is just a statistical function of the communication. Gosh, doesn’t that sound cold-hearted and business like. Don’t confuse business reality with emotional attachment to your fans. Being hard-nosed doesn’t mean that you don’t care about your fans.

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