Circle of Live: Elevating Engagement through Email Marketing
Circle of Live, created by the visionary electronic artist Sebastian Mullaert, is more than just a concert tour or record label. It’s a movement dedicated to exploring the boundaries of live electronic music through improvisation, collaboration, and spontaneity. By breaking free from rigid structures, Circle of Live invites performers and audiences alike to experience the raw, authentic beauty of music in its purest form.
The project brings together world-class artists in unique, real-time performances, fostering a sense of community within the electronic dance music scene. Creating a strong online presence and engaging this passionate audience from the get-go required a tailored email marketing strategy.
Objective: Connecting Fans to Circle of Live’s Vision
The goal was to enhance audience engagement by building an email database of dedicated fans while reflecting the ethos of Sebastian Mullaert and Circle of Live. This database would serve as a vital channel to:
- Introduce new leads to the Circle of Live concept and values.
- Promote upcoming events, including concerts and festival appearances.
- Establish Circle of Live as a leading label for improvised live electronic music releases.
The ultimate aim was to create an engaging and immersive digital experience that mirrored the in-person magic of Circle of Live performances.
Email Marketing Strategy: Creating Impactful Connections
To achieve this, we developed a strategic email marketing plan that focused on delivering high-value content to new subscribers. The centerpiece of the campaign was a Welcome Email designed to immediately captivate the audience. Key elements included:
- Exclusive Content: Subscribers were treated to a downloadable live recording from the iconic Movement Festival in Detroit, offering a taste of the immersive Circle of Live experience.
- Event Updates: The email provided details about upcoming performances, ensuring fans stayed informed about the next opportunities to connect with the project live.
- Behind-the-Scenes Insight: We included a link to a Resident Advisor documentary that explored the origins of Circle of Live and Sebastian Mullaert’s creative process.
Results
The success of this automated email marketing campaign demonstrates the power of a thoughtful and targeted strategy. Through high-quality content and meaningful engagement, Sebastian Mullaert and Circle of Live were able to strengthen their bond with existing fans and attract new audiences, cementing their position as innovators in live electronic music. Circle of Live Welcome email flow is now delivering outstanding performance compared to the industry rates: email open rate exceeded the industry average by +217% and click-through rate by +1525%.
Email open rate
Email click-through rate