Most dance performers rely on word-of-mouth and social media for bookings—but your email list is where real client relationships happen. When a studio books you for a 12-week hip-hop session or a couple hires you for a wedding choreography package, email is how you stay top-of-mind, upsell additional services, and turn one-time clients into repeat revenue.
Why Email Works for Dance Performers
Unlike Instagram followers who disappear into the algorithm, email subscribers are people who actively chose to hear from you. They've watched your demo reel, attended a class, or booked you once—and now they're in your direct communication channel. For dance performers, this means you can announce new workshops, promote merchandise, remind studios about your availability for next season, or invite past clients to referral programs without fighting for attention.
Email also builds authority. When you share behind-the-scenes choreography insights, announce master classes, or showcase student transformations, you're positioning yourself as the go-to performer in your niche—whether that's contemporary, hip-hop, ballroom, or specialized styles.
Build Your List From Day One
Start capturing emails before you need them. The best time to ask for an email address is right after a positive interaction:
- After teaching a drop-in class or trial session: Offer a discount code for their first package (e.g., "Sign up for email updates and get 15% off your first 5-class pass").
- At live performances or events: Use a simple tablet form or paper signup sheet offering a free choreography guide or video tutorial in exchange for their email.
- On your website or Mercoly service listing: Add a signup form above the fold. Many performers list their services on Mercoly to get discovered and manage bookings—your profile there is also a lead-generation tool that can funnel interested clients into your email list.
- During consultations for custom work: Before quoting a wedding or corporate choreography project, collect their email. Follow up with a detailed proposal and keep them engaged through the project timeline.
Aim to grow your list by 5–15 emails per month starting out. That's realistic without aggressive tactics.
What to Email About (And How Often)
Sporadic, vague emails kill engagement. Instead, plan a rhythm and stick to it. Most dance performers benefit from one email every 10–14 days—enough to stay relevant without feeling pushy.
Concrete email topics:
- Class schedule updates and early-bird discounts – "Advanced Hip-Hop starts Jan 15; register by Friday for $5 off"
- Behind-the-scenes content – Choreography breakdowns, tips on avoiding injury, how you prep for a big performance
- Student spotlights or testimonials – "Meet Sarah: from beginner to confident performer in 8 weeks"
- Seasonal promotions – Summer intensive registrations, holiday gift certificates (typical rate: 10–20% discount)
- Workshop or masterclass announcements – A one-off advanced class, guest artist sessions, or specialized training (price $25–60 per person)
- Merchandise drops – If you sell branded apparel, videos, or digital downloads
- Referral invitations – "Bring a friend to any class, you both get one free session"
Keep subject lines short and honest ("New choreography video inside" beats "You won't believe this secret").
Segment Based on Client Type
Not everyone on your list needs the same message. If you teach, perform, and offer choreography services, segment your list:
- Students: Focus on class updates, tips, performance opportunities
- Corporate/wedding clients: Highlight custom choreography packages, pricing, timelines, portfolio videos
- Venue partners: Announce available performance dates, booking windows (typically 2–3 months out), themes or styles you're developing
This takes 20 minutes to set up in most email platforms and dramatically improves open rates because you're not sending irrelevant offers to people who didn't ask for them.
Track What Works
Monitor open rates (aim for 25–35% as a baseline) and click-through rates. If emails about new classes get 40% opens but general tips get 15%, shift your strategy. Most email platforms show you this data for free.
Frequently Asked Questions
Q: How do I get emails from past clients if I didn't collect them? Reach out via Instagram, text, or phone—personally. Say you're building an email list to share updates and offers, and ask if they'd like in. Many will appreciate a direct ask.
Q: Should I email clients before, during, and after a booking? Yes. Before: send logistics and prep tips. During (for long projects): quick check-ins and progress updates. After: a thank-you with a discount code for referrals or future services.
Q: What email platform should I use? Mailchimp, ConvertKit, or Klaviyo all offer free tiers up to 500–1,000 contacts. Pick one and commit to it—switching later costs time you don't have.
Start building your email list this week, and you'll have a direct line to revenue growth by next quarter.