3 Email List Segments Every Radio Station Should Build
October 21, 2014
Email marketing is a powerful tool. Every radio station should be using an email service provider (such as Mailchimp, Constant Contact, iContact, etc.) to capture email addresses on its website and send out email campaigns. Chances are, you're already doing this.
However, it is important to segment your email list into different groups so that you can send people only the emails that are most relevant to them. If you ask people questions on your email signup form, you will have the information to segment appropriately. Here are some possible ways to segment your email list:
- By Geography, to email people about promotional events close to them
- By Age, to tell people who are over 21+ about alcohol-related events
- By Gender, to tell people about gender-specific events ("Ladies Night," "Guys Night Out," etc.)
One cautionary note: While asking for more information on the signup form will help you segment your list better, it will also decrease the number of people willing to fill out the form. You will need to find a balance between form length and usefulness that works for you.
While there are many segments you could build, there are three segments every station should build and set up automated campaigns for:
1. Listener Newsletter
This is your segment for general listeners. You are probably already building this list. Send out a regular email with information that interests your listeners: upcoming station events, contests, upcoming concerts, album previews, etc. Remember, you don't want all that info in the body of the email; instead, post it to your website and simply put brief links in your email. The best way to automate this email newsletter is to set up an RSS-to-email campaign that is sent at least once a month, but no more than once a week.
2. Morning Show Fan Club
When people sign up for your email newsletter, they should have the option to sign up for emails about the morning show. Do not automatically assume that they want morning show emails. They may love your music but not your morning show, or vice versa.
Your morning show should be creating daily shownotes pages on your website. Set up an automated RSS-to-email campaign to send this segment links to the shownotes page on a daily or weekly basis. (Better yet, ask the listener whether they prefer to get daily or weekly morning show emails, and create two different RSS-to-email campaigns; they'll deliver the same content, just at different intervals.)
3. Potential Advertisers
You want to create a special segment for people are interested in advertising on the station, whether or not they are listeners. Do not automatically add these people to the general email list. After all, an ad agency rep in New York City doesn't care when Carrie Underwood is coming to your market.
Instead of an RSS-to-email campaign, which sends a new email out every time new content is posted to your website, you want to set up an autoresponder campaign. Autoresponder campaigns automatically send emails in response to a "trigger." In this case, the trigger is signing up for the email list. You can set up an entire series of emails to be sent at certain points after the trigger. Here, we're going to "drip out" content to the potential client to nurture our relationship with the lead. You might want to send out a piece of content immediately, a second piece of content a week later, and then continue to send them content every two weeks for the next few months.
What content should you send them in these emails? While RSS-to-email campaigns are great for sending out your newest content, autoresponders allow you to recycle great older content. In this case, you're going to send your potential clients links to any of the relevant early stage, mid-stage, and late stage content that you've written for the buying cycle.
Remember, a well-segmented email list is a happy email list.