RUTH PRESSLAFF ON E-MAIL MARKETING Ken Tucker – Radio and Records Country Radio Seminar 38, held Feb. 28-March 2 in Nashville, was loaded with valuable information for programmers, salespeople, and marketing and promotion directors. But for regular readers of this column, a panel titled "Tool Time 2007: Embracing New Technologies" was of special interest. Specifically, a presentation by Presslaff Interactive president Ruth Presslaff (pictured) offered solid, actionable information for those using—or thinking about using—e-mail marketing as a tool for their station.
While Presslaff made a lot of great points, her suggestions regarding e-mail struck home.
"E-mails are the fastest, cheapest way to build a relationship—or shoot yourself in the foot—depending upon how you execute them," Presslaff said, noting that "permission marketing" expert Seth Godin says all e-mail messages you send should be personal, relevant and anticipated.
Grow the relationship with your database by building trust, Preslaff says. Send meaningful e-mail and adhere to your stated privacy policies.
"Any e-mail you send out should be an ambassador for the next one," Presslaff said. "If I read this e-mail and got value out of it, I'll read the next one. If you wasted my time, why should I open the next one?"
Presslaff said that e-mail should have a "right now" value. "Is there anything that's right now bringing a benefit to the person that's reading it?"
Take a look at your own inbox, Presslaff says, to get a feel for the volume and type of messages you receive on a daily basis. "There's a ton of really useful and a ton of really non-useful information. How do your e-mails stand out? You're saying, 'Win $1,000' while there's a prince in a nonexistent country saying, 'Win $1 million.'"
Presslaff added, "Brand your station with every e-mail you're sending out."
Also remember that e-mail should be a call to action, namely appointment listening. "Are you asking for the order anywhere? Are you asking people to listen to you?" Presslaff said. She added that timing is everything. Don't expect your listeners to read the e-mail you send as soon as they receive it. "Don't send an e-mail on Wednesday afternoon about an event on Wednesday night. Your listeners have lives, they don't have time to plan that in."
Meanwhile, not all e-mail is created equal—who the e-mail is from is important, but the subject line is even more important. "Do not send e-mails that say 'March eNewsletter,' " Presslaff said. Instead tell your mailing list, "Here's something you can win. We're sending people to Vegas this weekend."
Sending listeners a birthday message is a double win. "It's cool for the listener and a great thing for the sales staff," said Presslaff, who suggested that special offers from area businesses, like a spa, for example, be included. "What better day to spoil yourself than on your birthday?"
In a world where "open rate" is everything, broadcasters have a tool that most e-mail marketers don't—their airwaves. "Talk it up," Presslaff said. "Get on the air and say 'VIPs, have you checked your inbox today? You've got opportunities to win tickets to this, we're giving away a hundred bucks in cash to that, and we hope you'll listen for this very specific thing.'"
"Talk about the benefits that are in the e-mail," Presslaff said before cautioning, "If there aren't benefits in the e-mail, don't send it." Presslaff suggested using the "WWYR," or "what would you read?" rule. "Really go through [the e-mail you're sending] and decide if it is something that you would want to read. 'Is this something I find compelling?'"
This can be especially tricky, Presslaff says, given that promotions, sales and programming typically all have a stake in station e-mail.
It's also important to keep your e-mail short and to the point. "Write two or three lines and then put a link, 'Click here for more information,'" Presslaff said. |