In 2006, I worked with Apple’s email marketing team to create the iTunes Classical Music Spotlight email newsletter. It was the iTunes Store’s first genre-specific email campaign, and quickly became the single most powerful tool at my disposal for promoting classical music. The exact number of recipients is confidential, but it’s fair to say it was in six figures, and it generated approximately ten times my salary in additional turnover.
This became the model for other genre-specific email campaigns, although the Classical Spotlight remained one of the most successful, with unusually high open, click-through and conversion rates.
After a while, they let me write the main US music newsletter as well. This was a lot of fun, and a great opportunity to sneak in some classical priorities alongside the pop, country and hip-hop.
iTunes now has more than 200 million customers, so this is one of the largest email distribution lists in the world. It’s likely New Music Tuesday was read by more people than all the newspapers in the US.