While it would be nice to think the audience loves the radio station and thinks about it all the time, that’s not the case. Sending a “hello” or “just checking in” message for no reason doesn’t add value to their life. Every email needs a call to action (CTA). Even if sending a breaking news alert, the message should be designed to activate your audience.
On the other hand, some stations go overboard, offering four or five CTAs in the same message. That’s also a problem. Listeners can’t sort out what’s important through the clutter. Each specific CTA may be fine, but the reader gets overwhelmed.
