With tech advances and the many ways radio can now connect with our audiences, its easy to overlook something we’ve been able to do for a long time. Maybe that’s why so many radio stations don’t send out weekly email newsletters. That or the fact that people in management roles often complain about the amount of newsletters they get in their own inboxes and assume everyone else feels the same way. But, as someone who manages a few weekly newsletters myself with average open rates over 40%, I can tell you from firsthand experience that they still work. Here’s how to create the database for it and why every radio station that has the content to warrant it should send out weekly newsletters.
If we’re doing the major promotions we should all be doing anyway, regardless of whether we’re in a rated market or not, creating an email database is relatively easy. Just do at least one of those big promotions per year where listeners have to sign up through the station website to capture their email and basic info. Then add supplemental smaller promotions that do the same throughout the year and a newsletter sign-up button to the website along with copy that explains the listener benefit. All of that will capture thousands of email addresses within the first year.
If the station is already creating a reasonable amount of multi-platform content, website articles/blogs, audio/video podcast episodes and clips, on-demand audio/video clips from on-air shows, etc. Then there’ll be plenty of content to include in a weekly newsletter because only three or four pieces of content are needed to allow one or two ads to be included. If a station isn’t creating a reasonable amount of multi-platform content, then make that a priority before moving on to newsletters.
Once a database and the content are in place, there are several reasons stations should send out newsletters regularly. It costs very little money to do so. They keep the core listeners informed on what the station is doing content and contesting-wise, increasing the TSL of existing listeners and driving cume from non-regular listeners who just signed up for a contest. They encourage talent to create better content so they ‘make the newsletter’. They drive massive traffic back to every station’s most valuable digital asset, their station website. Plus, most importantly, they’re VERY sellable because they’ll do the same for advertisers who tailor their message properly and they’re tied to trackable metrics which sponsors love. They also open the door to advertorial or sponsored content for clients who see the value in that. Lastly, they promote other station NTR revenue opportunities like concerts/events, merch booths and pod studio rentals.
But what do you think? Does your station send out weekly newsletters and have they worked well for you? Comment below or email me at Andy@RadioStationConsultant.com.
Pic designed by GoldenDayz for Envato Elements.
Andy Meadows is the Chief Editor of Radio Update and the founder, CEO and lead consultant at Radio Station Consultant. He’s also the host of the weekly Radio Influencers podcast series for Radio Update.