Radio Stations Should Never Write Emails
May 5, 2015
Radio stations should write a lot of content for their listeners. They should regularly pump out original, compelling material for their listeners to read online. Ideally, every jock should be writing on a regular basis. Constant writing is a key part of using the internet to build your station's audience.
But your station should never write emails.
Don't get me wrong: Radio stations should send mass emails to the listeners on a regular basis. But they should never write them.
If you're going to invest time in writing, write blogposts, not emails.
Today's radio staff is stretched too thin. Everybody has too much to do and not enough time to do it all. So your radio station should not be writing text for mass emails when it can easily automate these campaigns.
Written content on your station's website builds your audience: it gets indexed by search engines like Google, it can be shared over social media, and it feeds into your website's conversion strategy. Written content in emails accomplishes none of this.
In fact, you want to have as little text in your emails as possible. Just enough to pique the interest of listeners and entice them to click a link back to your website, where the full written content should be housed.
Most email service providers have features that allow you to automate your email campaigns. You will want to set up two types of automated campaigns:
- A campaign to send out your station's most recent blog content
- A campaign to recycle your radio station's best older content
To automate the campaign for your most recent content, you will be using a feature called "RSS-to-Email." Most popular email service providers offer this feature. (I am a longtime Mailchimp customer because they were one of the first ESPs to offer this.)
This feature can automatically pull all of the blogposts that you've published since the last email campaign went out, drop them into an email template, and send out a new email. All you need to do is set up the email campaign and you're good to go.
For an example of this, sign up for my email list at SethResler.com. Once a week, you will get an email with excerpts from and links to my latest blogposts. But even though I send out an email campaign every week, I never write these emails; I only write blogposts.
The second type of automated campaign that you'll want to set up will recycle the best of your older material. Have a really good interview with a core artist? Want to send listeners to the writeup of that classic morning show stunt? Perhaps you can still get some mileage out of your Junk Food Pop Quiz from last year.
To do this, you'll need to set up an email autoresponder campaign. Autoresponders are triggered by an action that a website visitor takes (such as signing up for your email list). Autoresponders can be set up to get sent out on a delayed schedule. For example, one week after people sign up for your email list, you can send them a link to your afternoon jock's Beyonce interview; two weeks later, you can send them a link to the morning show stunt; and three weeks after that you can send them an email linking to the pop quiz.
You'll want to map out your autoresponder campaign in advance. You will have to sit down and write each email, but only once and then they will be sent automatically. Every time you write a new piece of content that is good enough to be included in your "greatest hits," you can add it to your autoresponder campaign.
With these two types of email campaigns — RSS-to-email and autoresponders — you can automate your email marketing so that you can spend more of your time writing blog content.