I have always been a fan of NIN, but not enough of one to check the website and keep up with tours and stuff. I'd occassionally catch a show and generally found out about new albums through my friends.

Then one of my friends pointed me to the Ghosts release, which I could buy online, DRM-free, for $5. I thought this was the greatest thing, so of course I bought it.

Then I started getting emails from Trent whenever they released something new or posted new tour dates. The emails were decidedly uncommercial... just plain text, as if he was emailing a group of friends. It's easy to dismiss other weekly emails (ahem Amazon and Borders) because of all the fancy graphics and marketing, but the NIN emails were both infrequent, personal, and very relevant.

So far, these emails have led me to buy The Slip, Niggy Tardust, the new Street Sweeper Social Club album, and attend two concerts. I'm definitely more involved as a fan, and love being told when things are happening, rather than having to follow the band's website.

I think the trick is not to overdo it. I think most people look at marketing as an activity that has to be constant... a daily/weekly barrage of offers, deals, and news. That's a quick way to get me to unsubscribe. But when I get an email every couple months from Trent telling me a new album is up for $5 (or more if you want signatures and stuff), or new tour dates are posted, I'm glad to know.