We optimized and grew email subscribers and engagement for a new brand promoting music for front-line artists.

Outcome

• Launch and ongoing deployment of a weekly email newsletter
• Successful integration with Spotify listener data
• Newsletter segmentation based on fans’ preferred music genres
• Segmentation based on engagement
• Ongoing list hygiene best practices based on engagement
• Over 500k active/engaged fans subscribed

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Challenge
Sony Music wanted to launch a weekly email newsletter delivering relevant content to new fans. There are two primary sources for this audience: Spotify listener data and ongoing Sony Music contests. Both sources need to be handled carefully to ensure email deliverability remains strong throughout the ongoing program.

Approach
FanMail focused on deliverability and database health at launch and over time. New fans experience an onboarding journey that gathers engagement details and helps them complete their profile. Fans can opt out or adjust their preferences, and disengaged fans are automatically removed. This gives Sony a healthy database and the data to deliver relevant content.