Ari's Take: 6 Types Of Emails You Should Never Send
Ari's Take

6 Types Of Emails You Should Never Send

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I originally wrote this for Digital Music News.

I get a lot of emails from musicians asking me questions. I try to answer as many as I can, but I've been noticing a few serious email faux pas lately that I feel I need to address. This isn't meant to shame anyone, just help you understand how to best use the form of communication people are most comfortable with in today's world - next to texting of course. I'm much more forgiving than a club owner or music supervisor.

1. Apologetic

Believe it or not I get "sorry to bother you" emails often! You're clearly not sorry for bothering me otherwise you wouldn't have sent it. Never pre-apologize. You sound weak and unimportant. OWN your email. OWN your question. OWN your request. Or don't send the email.

2. Formal

Don't send "Dear Mr. or Mrs. Soandso." You sound like you're trying to deposit a lump sum into my bank account from Nigeria. I'm not a Mr. in an email - or to anyone other than the bell hop at the Hilton. Neither are bookers, DJs or music supervisors. They are people. You're not being respectful; you're being uncomfortable. People in the music industry are informal. This translates directly to email. You don't need to perfectly craft a beautiful 4 page email. Actually most people in the biz type emails in all lowercase. It's quicker. It's less formal. And less intimidating. What feels better: "Dear Mr. Herstand, The Electro-soft-hard-rock band PINK SHOES request a date in your establishment in the near future. We feel our sound will be best represented in your BEAUTIFUL VENUE with our amazing fans present. We will HARD ROCK it, softly. Thank you, kindly. Sincerely, I'm an idiot."

OR

"can i grab a hold for pink shoes march 29th? draw 200. bill is set. thinking $10 tix. thanks!"

Believe it or not the 2nd will more likely get the response.

3. Lengthy

No one wants to read long emails. The longer the email, the less likely it will get read (or responded to). Keep it short and to the point. Most will read it on their phone anyway! Any initial email to someone you've never contacted should be under 5 sentences. It's arrogant to think that the person on the receiving end has the time for your 9 paragraph email. They don't know you. Are you that important? Then show them in 5 sentences.

Disclaimer: If you have a question for me don't worry about keeping it under 5 sentences. I get that your questions may need more explanation. But do keep it short, please. Seriously, if you've sent me a loooooong email (you know who you are), chances are I will not respond. Not because I'm being a dick, but because I really don't have time to read it. Or care to devote the mental energy it takes to take in an 8 paragraph email about how your band is about to take over the world. Tell it to me in 5 -10 sentences.

But, If you're contacting a booker, music supervisor, promoter, agent, manager, radio DJ, A&R, label, or virtually anyone else in the biz, 5 is your magic number.

4. Hotmail

I thought it died. Technically it did. So don't send email from a Hotmail account. It makes me think you're 15 and afraid to ask me to the prom. Gmail is what most people in the music industry use. And what you should too. Or better yet, buy a domain and set up yourname@yourband.com account. Is your band professional? Then show it with your email address.

5. Poor Grammar

Ok, even though you don't need to use capital letters, you DO need to use proper grammar and spelling. I am not your boyfriend. Do not shorten "you" to "u" or write run-on sentences. Or add a smiley face in your first, cold email (creepo). You don't need to show off with big words, but please make it readable. If it's "Sent From My iPhone" there's more flexibility here and "texting language" becomes more acceptable. But if you're sending an initial, cold email, do it from a desktop and heed the dotted red lines beneath your words.

Once you've built up a relationship and are bouncing quick messages back and forth then it becomes even less formal and more flexible. We are always on the go and email is quicker than ever. Typos are acceptable. "I haz got u UP NORTH ROCK draw 200 imho fml $10 ty." Is not.

If you flunked 10th grade English class, well then, maybe you shouldn't be the manager for your band.

6. Containing Attachments

DO NOT EVER ATTACH ANYTHING (unless requested). Many music supervisors actually have filters setup to send every email with an attachment directly to spam. And if they don't, they will be annoyed that you are making them download your song. SoundCloud is the industry standard for sharing music. Include a SoundCloud or Box.com link when pitching music supervisors or sharing your music with anyone. Share your best live YouTube link when pitching bookers.


Now more than ever business is done via email. And it's done on the go. Keep it short and to the point. However, if you can't get a response after a few follow up emails, don't be afraid to pick up the damn phone!

Like these tips? Get my new book How To Make It in the New Music Business.

"How To Make It in the New Music Business might well be the best 'how to' book of its kind." - Music Connection Magazine

Ari Herstand (pronounced Ar*ee Her*stand) is a Los Angeles based singer/songwriter. Follow him on Twitter, Instagram and Facebook.

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