This is a tip that anyone involved in the music business should find useful, especially if you send out music regularly. Â Recently I was going through my email, checking the music that I get sent on a regular basis and I realized something about which ones I choose to open first:
Those emails that offer direct downloads get opened first, and as a result that music goes into my crates faster. Â So what do I mean by direct downloads? Â Simple: a link to an mp3 in an email that starts downloading immediately when clicked. This is without a doubt the fastest and most effective way to deliver your music via email. Â You might be saying to yourself “it’s even faster just to attach the mp3 to the email” which is true but here’s the problem: you never know if a user is near their quota, thus the likelihood of your email not getting delivered (bounced back) is greater.
Most labels / PR firms / management agencies use sharing services such as mediafire, sendspace, or zshare when they blast out new music. Â While these services make it easier to share the music from person to person, there are a few drawbacks. Â The main problem: most of them make you wait for a countdown timer to expire before the download link becomes active. Â In addition to that, some of them only allow you download one file at a time, thus increasing your wait time if you have to download multiple files. Â Most DJs and bloggers (heck, people in general) have lots of music to download. Â Do you really want to make them wait to download yours? Â I know it sounds petty but it’s the truth. Â The instant gratification provided by internet has cut our attention spans down in a significantly. Â Instant is better and it always will be.
So how can you offer direct downloads? Â If you already have a website that means you already have hosting and have the ability Â to upload and host your media files (if you need help with this please ask whoever is in charge of your site. optionally, I’m available for consulting). Â Once the file is uploaded to your server you can then paste the direct link into your email. Â Here’s an example from a recent email:
All I had to do was click the link and the file started downloading. Â I didn’t even have to leave my email client to download it.
Obviously hosting the files yourself can lead to a higher hosting bill, but control over your music, statistics, and speed mean you’ve already gotten a return on your investment. Â So get rid of the sharing services and make your end usersÂ happy.
If you absolutely have to use a sharing service I recommend one likeÂ Box.net – at least with them you can get great statistics and brand your download page.