Email & Radio

There are times when Radio seems almost Third World in its efforts to catch up to other media, when it comes to technology and digital strategies.  But there's one area where Radio is often ahead of the curve - email databases.

At Jacobs Media, we have been fortunate to work and interact with a variety of "competitive media" in television, print, and other technologies.  And we're often shocked by how little thought is given to the strategy of amassing customer email addresses, and creating communities.

But in Radio, we've been doing it for years.  Yes, there are inefficiencies and other speed bumps along the way, but the chances are good that an FM Rock station in Colorado Springs may have a better and bigger database than many cable television channels and other media and technology entities.

That's why a new research report from Ipsos for Habeas, Inc. caught my eye.  There are a few findings that you may find interesting.

First, more than eight of ten respondents say they prefer doing business with companies that use opt-in permission to send them email.  Of course, in Radio's case, that's the method stations use to entice listeners to sign up in the first place.

Second, more than eight in ten also say that a company's reputation can be negatively impacted if it shares their email addresses with third parties.  There are stations making this mistake right now, and it can do permanent damage to their ability to ever rehab the audience relationship.  While sales should have every opportunity to make money on digital and interactive products, a line in the sand needs to be drawn when it comes to turning over a database to advertisers.

Finally, nearly nine in ten say they would like companies to give them more choices over the content and frequency of the emails they receive.  This includes advertisements, coupons and special offers, articles, etc.  This is the next step where Radio stations need to go with their databases, and it's a simple web poll/research procedure than can help determine what members of your email club actually want.  Too often, I receive station emails hyping concerts, presales, and events I have no interest in.  Get to know your database members, find out their interests, and tailor your communiqués to their interests, and the connection grows stronger.

Radio has made considerable progress with email database marketing.  Email "blasts" are getting better, and stations are gathering intelligence about the best ways to communicate with their online audiences.  Giving the database what it wants by customizing content to their interests is an important next step in creating even better relationships, loyalties, and communities.