Every time I write a column about how to maximize ratings, any suggestions I make must be put through the filter of shrinking resources. Most radio stations have little or no budgets for programming. And even less staff than last year are available to conduct new initiatives.
What if I told you that this week, I have a suggestion that involves doing slightly less work to maximize an important marketing asset. We’re looking at your email database/ Even if your response is something like, “Wow, the email, I haven’t thought about that in forever,” I still think this week’s column will help you improve while cutting back your workload.
Plus, I think it’s even more germane for Classic Rock/Hits stations with older audiences. They might be slightly more receptive to email than stations with younger listeners. The inspiration for this post comes from an article by Anne Handley. She is a Wall Street Journal best-selling author and digital marketing and content expert. And she wrote a story titled “Email is Dead, Long Live Email.”
While I highly recommend reading Handley’s post because it’s beautifully written — with a strong analogy comparing AI to tornadoes — her main point is this: if it isn’t already, AI will soon be a filter for nearly everyone’s email inbox. And when it comes to brand marketing newsletters, only the most compelling pieces that consumers really care about reading will get past the AI guard at the door.
According to Handley, the most important email metric to track right now is deliverability. The focus is on making sure your e-blasts are getting into listeners’ email boxes and not being sent to spam. Very soon, she thinks, when AI assistants start filtering inboxes, having content consumers want to read, which she thinks of as “interest,” is going to be the new measure of success. That’s because if the AI doesn’t think your content is something the consumer will want to read, it will be filtered out. And you won’t reach your listeners.
With that in mind, I’m going to steal liberally from Capital One and ask the question: what’s in your e-blast? For too many stations, their email newsletter is filled with a multitude of random items. Contests, appearances, sponsorships, and ads. They have minimal value for the consumer.
Let’s be honest. We all know it’s not very compelling. Handley may be somewhat out in front of the curve when it comes to AI sorting through listeners’ inboxes. The fact is that if your emails aren’t compelling today, listeners already aren’t reading them. And you’re already failing to take advantage of one of your best remaining marketing opportunities.
Here’s where I’d suggest doing less work. Make a commitment to slimming down your email to one — or two at most — key messages. That gives the sales team one slot for a client ad.
You’ll have less to write for each email. So it’s less work. You’ll also have to pick the strongest, most valuable message to send in each note. That will make your e-blast more compelling. Work less. Get stronger marketing.
Handley has a lot of other great ideas about how to improve your emails — focused on adding personality — that I’d suggest taking the time to read. Just start by slimming down your e-blast to the most important thing listeners should know about your station. It’s a great first step. And you’ll have less typing to do.
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Mike Stern is a Classic Rock columnist and Features writer for Barrett Media. He has been with Jacobs Media consulting stations in the Classic Rock, Rock, Alternative and AAA world for more than a decade. Prior to that he programmed stations in Chicago, Detroit, Denver Las Vegas and other markets. He also worked as News/Talk Editor for Radio and Records, wrote about Top 40 Radio for Billboard Magazine and had his own radio talent coaching business called Talent Mechanic.
