Regularly emailing fans about artist news, tour dates, contests and new releases has proven to be a reliable method of communicating with fans and keeping them up to date on the latest events in an artist’s career. Many artists actively recruit fans to sign up for their email list at live shows and on their websites. Some artists and labels launch promotional contests and giveaways to encourage fans to sign up for an email list giving them the opportunity to add fans to their email list. Record labels often manage the email lists for the artists on the active roster as part of their promotional efforts.

The prevalence of unwanted email or spam has made it more difficult to use email for communicating with fans. Many Internet Service Providers and email systems now block or route emails sent in bulk to a separate junk mail folder in an effort to filter spam out of their users inbox. Many artists and labels have turned to email marketing tools and companies in an effort to successfully deliver email to their fans and manage the new complex details of their email efforts. RSS technology now allows interested fans to sign up to receive artist news and tour updates through their web browser and bypass their congested email inbox altogether.