Mirko Guerrini

MIRKO GUERRINI was born in Florence, Italy, in 1973. Has studied piano, saxophone, composition and jazz music in Florence and New York.

Awards winner, eclectic multi-instrumentalist, composer, and orchestra conductor, Guerrini has 21 CDs to his credit as a leader and over 60 as a sideman.

He now lives in Melbourne, Australia, where he teaches Jazz at Monash University and Melbourne University and plays with great Australian jazz musicians.

Trainings Completed:

Active Nurturing Strategies:
- I-Series
- Special "Thank You" Content
- Post-Purchase nurturing series
- Consistent Email/Text Nurturing

Tell us about your I-Series:
My I-Series is a structured email sequence designed to introduce new subscribers to Mirko Guerrini Music, build trust, and guide them toward engaging with my brand more deeply. The goal is to offer immediate value, highlight what makes my music and resources unique, and encourage them to explore more. Strategy Behind the I-Series The I-Series is about creating a warm, engaging first impression while nurturing a long-term connection. I focus on providing value upfront with free resources, sharing my story to create a personal bond, and presenting ways for subscribers to get involved—whether it’s downloading more transcriptions, attending a concert, or purchasing a product.

Email Breakdown:
I send a total of three emails over the course of five days:

1. Welcome Email (Day 0):
- Subject: "I'm so glad you found me"
- Content: A warm introduction, the promised freebie (e.g., a transcription of a legendary solo), and a thank-you for joining

2. About Me (Day 3):
- Subject: "So, how did you do?"
- Content: The story of the solo I sent 2 days before and why it is so important for the history of jazz

3. Value Add (Day 5):
- Subject: "Private concert inside (really)"
- Content: A free video of myself playing the same solo I sent days before, plus a personal code for 15% off other transcriptions

Results:
- Engagement: Open rates consistently around 65%, with click-through rates of around 20%
- Conversions: Many subscribers make their first purchase or attend a concert within two weeks

 The I-Series is an essential part of my strategy. I turn new leads into loyal fans by showing them the value of being part of the Mirko Guerrini Music community.

Describe your recurring content series and strategy:
My recurring content series is designed to keep my audience engaged, educated, and inspired while consistently reinforcing the value of being part of the Mirko Guerrini Music community. This strategy involves delivering high-quality content tailored to jazz enthusiasts, ranging from casual listeners to dedicated musicians.

Content Series Overview:

1. Jazz Solo Breakdown:
- Content: I analyze a classic jazz solo, highlighting its musical structure, key phrases, and stylistic nuances. This can be a video, blog post, or infographic
- Strategy: This series appeals to musicians looking to improve their improvisation and understanding of jazz vocabulary while showcasing my expertise in transcription and performance
- Platforms: YouTube, Social media, email newsletter, and website

2. Practice Tips:
- Content: Short, actionable practice tips for musicians, such as exercises to improve tone, rhythm, or phrasing
- Strategy: By providing quick wins, I keep my audience motivated and engaged, positioning myself as a trusted educator
- Platforms: Instagram and Facebook Stories/Reels, YouTube Shorts, email list

3. Live Transcription:
- Content: Each month, I perform and transcribe a jazz solo live, sharing the process with my audience
- Strategy: This interactive format engages fans while showcasing my skills as a performer and educator, encouraging musicians to try transcribing themselves
- Platforms: YouTube, Facebook, and email newsletter

4. Jazz Transcription Clinic Podcast:
- Content: I interview a jazz musician or educator about their approach to transcriptions, improvisation, and the role of learning from masters
- Strategy: These interviews provide inspiration and insight, fostering a deeper connection between the audience and the jazz community
- Platforms: Podcast platforms, website, and email list

Results:
- Engagement: Regular series like these maintain consistent open rates and high social media interaction.
- Conversions: Featured content like transcriptions or live performances often increases sales or sign-ups, as fans are inspired to take action. My YouTube Channel went quickly from 1800 subscribers to 14000 in a relatively short time.
- Community Growth: By balancing educational and personal content, I’ve created a loyal and growing fan base that values the connection they feel with my brand.

Tell us about your email marketing strategy:
My email marketing strategy focuses on building relationships, providing consistent value, and informing my audience about exciting opportunities and offerings. I use educational, promotional, and personal content to engage my list and drive meaningful interactions.

Frequency and Structure

I send emails 2–3 times monthly to maintain regular contact without overwhelming my subscribers. The content varies depending on the purpose of each email, but it always aims to provide value and deepen the connection with my audience.

1. Educational Emails (Weekly):
- Content: Jazz solo breakdowns, practice tips, transcription insights, and links to blog posts or video tutorials.
- Purpose: To position myself as a trusted resource for learning jazz and inspire subscribers to engage with my educational offerings.

2. Promotional Emails (Monthly or Campaign-Based):
- Content: Announcements for sales, new products, or concerts, including limited-time discounts or exclusive offers.
- Strategy: These emails highlight the value of my transcriptions, CDs, or live events and often include compelling calls-to-action.
- Example: During Black Friday, I sent emails highlighting the 40% discount on my CDs and free shipping bonus, driving significant engagement and sales.

3. Personal Updates (Monthly):
- Content: Behind-the-scenes stories, reflections on my musical journey, or updates on upcoming projects.
- Purpose: To foster a sense of connection and give subscribers a deeper look into my life and creative process.

4. Event Notifications
- Content: Announcements for concerts, workshops, or live transcription sessions.
- Purpose: To drive attendance and excitement for live events, often with direct links for ticket purchases or livestream access.

5. Jazz Transcription Clinic Podcast Updates (Monthly):
- Content: Highlights of the latest podcast episodes, key takeaways, and listening links.
- Purpose: To promote the podcast and drive engagement with fans who love deep dives into transcription and jazz education.

6. Sales Notifications:
For sales, I use a 3- to 5-email campaign strategy:

1. Teaser Email: A few days before the sale starts to build anticipation.

2. Launch Email: Announces the sale with clear details and a strong call-to-action.

3. Reminder Emails: Sent mid-sale and at the last minute to create urgency.

This consistent and strategic approach ensures my email list remains highly engaged and sees value in being part of the Mirko Guerrini Music community.

Tell us about your post-purchase nurturing content:
On the CRM I have a TY & A-Series Workflow. Five emails in total are sent to First time customers, with a follow up, new offer, exclusive discounts and a last call to take the opportunity provided.

Lastly, please tell us why you think you should be a finalist for the Cultivator Award:
I believe I should be a finalist for the Cultivator Award because of the care, consistency, and creativity I’ve invested in building and nurturing a highly engaged community around Mirko Guerrini Music. Over the past year, I’ve focused on growing my audience and creating meaningful, lasting connections that benefit both my fans and my brand.

Why I Stand Out as a Cultivator:
1. Consistent Engagement: I’ve developed a rich ecosystem of recurring content— jazz solo breakdowns, practice tips, and monthly live transcription sessions—designed to provide continuous value. This has kept my community engaged and returning for more.
2. Audience Growth: My email list has grown by more than 500 people in the last 12 months, and my YouTube Channel went from 1800 to 14000 subscribers.
3. Personal Connection:* I've created a sense of belonging within my community through regular behind-the-scenes updates, heartfelt stories, and fan spotlights. Fans don’t just consume my content—they feel part of the journey.
4. Educational Impact: My Jazz Transcription Clinic Podcast and educational emails have inspired countless musicians, from beginners to seasoned players, to deepen their understanding of jazz. This has positioned me as a resource and a mentor within the jazz community.
5. Fan-Driven Success: By listening to my audience, engaging with their feedback, and tailoring my content to their needs, I’ve cultivated a loyal following that supports my work—whether by purchasing transcriptions, attending concerts, or sharing my content.