17,272 fans. Where are they?
The mailing list has 17,272 subscribers, but location data is nearly empty
The mailing list contains 17,272 email addresses—a decade of fans collected from shows, campaigns, and merch purchases. The export reveals a familiar problem: 79% of these fans have no location data. No country. No city. No way to know where to tour, where to focus marketing, or where the true fanbase lives.
Deep dive into the Mailchimp export
Every column in the Mailchimp export was examined. Email addresses are 100% complete—the primary asset. Names are sparse (only 40% have last names), and physical addresses are nearly nonexistent. The good news: patterns in the data reveal location without explicit fields.
Email domains reveal location patterns. Hover to explore.
Email domains are digital fingerprints. A fan using @hotmail.co.uk almost certainly lives in the UK. Someone with @btinternet.com or @sky.com is definitely British—these are regional ISPs that only serve UK customers. Analysis of 17,272 email domains identified the likely country for 7,562 fans—43% of the list—completely free.
Located across 20+ countries
Twin Atlantic's fanbase is overwhelmingly British. Of the 7,562 fans located, 5,459 (72%) are in the UK, with the US second at 1,150 (15%). Within the UK, Scotland dominates—Glasgow alone has 140 confirmed fans, with Edinburgh at 85. Twin Atlantic is a Glasgow band, and hometown loyalty runs deep.
72% of located fans are in the UK, heavily concentrated in Scotland
The Scottish central belt—Glasgow, Edinburgh, and the surrounding regions—accounts for over 400 of the most locatable fans. London has 72, but the real density is in Scotland. For touring, this suggests selling out Glasgow and Edinburgh venues is nearly guaranteed, while English cities may need more promotional support.
Member ratings reveal engagement levels
Mailchimp's Member Rating (1–5 stars) tracks email engagement—opens, clicks, and consistency. The list shows 72% at 2-star (standard engagement), meaning they receive emails but rarely interact. At the top, 79 superfans have achieved 5-star status—these are the people who open every email, click every link, and likely buy every ticket. They're concentrated in the UK (62 of 79).
Signup patterns over time
The list tells a story. In August 2021, 15,873 fans were imported from Fanbridge—a legacy platform migration. December 2021 saw 263 signups from the BELIEVE campaign. Then... silence. 2022 and 2023 saw almost no growth. October 2024 marked a revival with 708 new signups, and 2025 continues trending upward. The dormant years represent an opportunity: re-engage fans who haven't heard from Twin Atlantic in years.
From 20% to 90% coverage for $860
john.smith@gmail.com
This level of detail for 50-60% of fans—turning anonymous emails into real people in real places.
This analysis is just the beginning. With complete location data, tours can be planned around fan density, ads can target high-concentration areas, and underserved markets can be identified.