Record Labels
Email campaigns for record labels
A great release means nothing if the right people never hear it. For record labels, email campaigns are the most direct way to get new music in front of DJs, journalists, and playlist curators before release day. Promoly makes it easy to send branded promo campaigns, track who engages, and follow up with the contacts that matter.
Why email still matters for label promos
Social media algorithms are unpredictable. A post might reach 5% of your followers on a good day. Email, on the other hand, lands directly in someone's inbox. For promo campaigns, that's exactly where you want to be. DJs check email for new music. Journalists scan for press releases and exclusive streams. Playlist curators look for pitches with audio attached. A well-timed email with an embedded player gets your release in front of the people who can actually move the needle. The key difference between a generic email blast and a proper promo campaign is tracking. With Promoly, you don't just send music into the void. You see who opened, who played, who downloaded, and who left feedback. That data shapes how you promote the next release.
Building your label's contact list
Your contact list is your most valuable promotional asset. Start by importing everyone you've worked with: DJs who've played your tracks, journalists who've covered your releases, bloggers who've written reviews, and curators who've added your music to playlists. Tag each contact by role (DJ, journalist, curator, blogger) and by genre preference. A techno DJ doesn't want your ambient releases clogging their inbox. Segmentation keeps your open rates high and your unsubscribe rates low. Promoly also gives you access to the Tastemaker Network, a pool of 1,300+ opted-in DJs and media contacts. You can add these to your campaigns alongside your own lists. Over time, your open and engagement data will tell you exactly which contacts are worth prioritising.
Structuring a label promo campaign
Most labels get the best results by sending promos two to three weeks before the official release date. This gives DJs time to test tracks in sets, journalists time to write reviews, and curators time to add the music to playlists before release day. Keep your email copy short. A brief intro about the release, the artist, and any relevant context (remixer credits, label anniversary, chart positions) is all you need. The music should do the talking. Promoly embeds an in-browser player directly in the email, so recipients can stream without leaving their inbox. If you're running a label with multiple imprints, set up a sender profile for each one. This keeps your branding consistent and your analytics separated. You can manage all imprints from a single Promoly account.
Measuring results and improving over time
After every campaign, review your stats. Open rates tell you whether your subject lines are working. Play rates tell you whether the music grabbed attention. Download rates tell you who's serious about playing or covering the release. Feedback and ratings give you qualitative data you can't get anywhere else. Look for patterns across campaigns. Do promos sent on Tuesday mornings get higher open rates than Friday afternoons? Do certain contacts consistently download but never leave feedback? Use this data to refine your send times, subject lines, and contact segments. Over three or four releases, you'll have a clear picture of what works for your label and your audience.
Email Campaigns checklist for record labels
Import your contact list
Upload a CSV of DJs, journalists, curators, and bloggers. Include names, emails, and genre tags.
Clean and de-duplicate contacts
Remove bounced addresses and duplicates. Promoly validates emails on import to keep your list healthy.
Segment by role and genre
Tag contacts so you can send techno promos to techno DJs, not your entire list.
Set up your sender profile
Add your label name, logo, and brand colours. If you run multiple imprints, create a profile for each.
Upload tracks and artwork
Drag in your WAVs or MP3s. Add release artwork, title, and artist name.
Write a short email intro
Two to three sentences about the release. Include artist name, release date, and any standout details.
Enable feedback-before-download
Require recipients to leave a rating and comment before they can download. This generates valuable data.
Schedule the send
Aim for two to three weeks before release. Tuesday to Thursday mornings tend to get the best open rates.
Review campaign stats after 48 hours
Check opens, plays, and downloads. Follow up with engaged contacts personally if needed.
Archive and learn
Note what worked and what didn't. Apply those lessons to your next release campaign.
Quick tips
Keep subject lines specific
Include the artist name and "promo" in the subject line. DJs and journalists scan for these keywords. Avoid generic subjects like "New music inside."
Don't send to your entire list every time
A deep house release shouldn't go to your techno contacts. Smaller, targeted sends get better engagement than mass blasts.
Follow up with active contacts
If a DJ played the full track and left positive feedback, reach out personally. That relationship is worth more than any metric.
Test send times
Try sending the same type of campaign at different times over a few releases. Your audience's habits will become clear from the data.
Frequently asked questions
How many contacts can I send to per campaign?
It depends on your plan. The Starter plan includes 150 sends per month, while the Pro plan removes all send limits. Most labels start with the Label plan at £39/month for higher volume.
Can I send promos for multiple artists from one account?
Yes. Create a sender profile for each artist or imprint. Each profile has its own branding, contact lists, and campaign history.
Do recipients need to install anything to listen?
No. Promoly's in-browser player works on any device. Recipients click the link in the email and stream directly in their browser.
Can I track who downloaded my tracks?
Yes. Every download is logged with the contact's name, email, and timestamp. You can also see who streamed without downloading.
What file formats can I upload?
Promoly supports MP3 and WAV uploads. Recipients stream through the in-browser player, and you can control which formats are available for download.
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