Jacobs Media: Radio Station Email Databases Engender Loyalty
May 3, 2006 at 12:01 PM (PT)
According to the results of its 2006 Technology Poll, JACOBS MEDIA has found that radio station email databases engender loyalty with core listeners. The poll found that database members are generally open to receiving information, discounts, and offers from advertisers -- provided said emails do not jeopardize the trust that station has already earned from these listeners.
As was the case in the 2005 Tech Poll, 56% indicate that being a member of an email club creates a stronger relationship with the station. This is the case for at least half the fans of the various Rock-based formats, as well as listeners representing each of the age groups, and both genders. At least half of satellite radio subscribers concur that membership breeds loyalty to terrestrial stations.
Additionally, 89% of respondents "mostly or completely trust" stations who have email clubs in which they belong. Women are especially likely to have faith in stations to send them useful emails, while Alternative fans tend to be somewhat more skeptical.
As far as ranking value in email content, respondents rated 10 different email club offerings on a 1-5 least-to-most valuable scale. The items perceived to have the very highest value (based on "5" score/"most valuable") ratings are winning free music downloads, and vying for prizes that non-members are not eligible to win (both with 67%). In both cases, women rate them considerably higher, which JACOBS believes reinforces the notion that women have a greater tendency to participate in radio contesting.
Approximately half say that concert-related information and are offers of the highest value. This includes concert pre-sales (54%) and concert/event information (49%). Alternative fans, women, and listeners under the age of thirty place more weight on pre-sales. The latter two groups also concur there’s great value in concert and event information.
While other features do not rate as highly, they still have solid value among these respondents. Reinforcing the notion that "membership has its privileges," one-third (33%) are especially positive about a party for members only with station DJs and a band, followed closely by giving listeners the opportunity to provide feedback about the station (32%). JACOBS surmises that this last element reinforces the notion that these listeners appreciate and welcome the chance to participate in providing their opinions regarding the station.
Elsewhere in the study, 24% give the highest scores to receiving reminders about when station programming and features will be aired. A quaarter of respondents also say there’s high value in receiving information from advertisers about special sales and offers for members only, as well as receiving discount coupons from local advertisers that are of interest to them (22% and 27%, respectively). Women are especially interested in the client coupons. Only one in ten (9%) prefers no advertiser coupons, while over half are ambivalent about whether they are emailed from the station or accessed from the station website.
By the way, the least valuable membership feature is receiving information about the station and the jocks (13%). Alternative listeners are even more nonplussed. Yet, JACOBS finds that many station emails center on this type of station-centric information.
The study also found that only 6% of respondents have attended station events frequently as a result of being informed about them in emails. 39% show up for these events from time to time, while 43% have never made it to a station event promoted in an email, including nearly half of Classic Rockers.