Raising Up the Lowly Database Email

Time was, sending out emails to people in your database who had requested them was the sexiest digital thing you could do.

THE BUZZ HAS MOVED FROM EMAIL TO SOCIAL MEDIA

THOSE days are over.  Now, with everyone focusing on social media, database emails often don’t get any attention until it’s time to put one out.  Unfortunately, radio stations have generally not fully embraced the possibilities in regularly reaching out to people who self-select themselves as our biggest fans.  I’m talking about people who sign up to get our newsletters.

See, back before the social revolution, email was the way that you stayed in touch with someone.  At the time … way back in the late 90s and early 2000s … most people doing database emails in any product category often didn’t understand the special-ness of those people signing up for them (truth is, they still don’t).  And so, over time, database emails have become more of a coupon mailer than an all-access pass to the brand.  That’s what people were hoping for when they signed up for those emails.

HOW TO UP THE VALUE OF YOUR EMAIL NEWSLETTERS

Well, it’s not too late, and here’s an idea.  This could work for any sort of brand.  What if … and here’s how it might work in radio … every Monday morning, the program director, promotions/marketing director, sales manager, webmaster and any other key players got together for a half-hour or so to plot out the week.  What are the big things we’re doing this week?  How do they work on the air?  On the website?  In social media?  With client tie-ins?

Then, once you have your weekly cross-platform plan in place, send out an email about it to your database.

Do you think that advance insider information would be perceived as more valuable to your biggest fans than what you’re sending out now?  People might start looking forward to learning what they needed to know from their favorite radio brand every Monday.

Of course, you could put all that insider information in your social media, too.  Far be it from me to diminish social media; I’m still totally bullish on its future.  However, have you compared the number of database members you have compared to people who’ve “Liked” you on Facebook?  If you’re like most brands, you still have a lot of email subscribers from whom you can get some increased participation and engagement.

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