Email marketing campaigns are only as good as the subscriber list. If only 30 people get the email, don’t expect great results, even if the open and click-through rates are solid. Email lists aren’t built overnight, but attracting more prospects into the database and email newsletter should be a constant priority. And, by the way, placing a “sign up for our email” ad in the corner of your website won’t generate subscribers. Every station should have a strategy to turn listeners into subscribers.
Let’s face it: People are bombarded with emails daily—work updates, retailer promos, social media notifications. They don’t sign up for more disruptions without a good reason. They need to be enticed, seduced, and incentivized with the promise of value added to their lives if they subscribe to your list. For radio stations, this is both a challenge and an opportunity. You’ve already got a captive audience tuning in—now it’s time to convert those listeners into subscribers so you can send them back to appointments on the air and make your promotion campaigns more effective.
