Current Issue:

Current Issue

On The Cover:
Cumulus Chairman Jeff Marcus

Click here to subscribe to Radio Ink.

Radio Ink Writers

9 Ways To Make Simple Listener Email

by Loyd Ford

Radio stations today focus on Facebook, Twitter and other social media platforms to engage listeners, but often those same stations bypass their important email opportunities with their own loyal listener database.  They simply throw those opportunities away with little effort and less real engagement.  That may mean that stations are leaving a powerful repetitive opportunity to really reach and engage the most important listeners for their station.  Here are 9 ways to make your listener email simple and powerful. 

I know youre not supposed to start with a dont, but we will because of how important it is in creating true listener email:

1) Dont send out an email to listeners that only focuses on selling listeners something a client wants (this is not the same thing as saying dont send messages for your advertisers).  You can deliver a message for a client along with benefits listeners will enjoy.  This process continues to build your credibility at delivering things they want and it also benefits your client because listeners will trust your content and read their advertisement.
Now that we have that out of the way, we can come forward with some very basic elements that should be in EACH of your listener emails. Are you ready?

2.) Do make sure your email is personal and utilizes brevity and style so that you have a balance of colors, pictures, icons and logos.   Remember that pictures draw people in.  Colors keep things interesting. 

3) Do make sure you have a button that is easy to see for listening to the radio station.  This might seem simple, but rarely do I find this in radio station email.

4) Do be sure to include a link to your Facebook page.  Seriously, its social.

5) Do also include a link to your Twitter identity.

6) Do include something that is community based.  In other words, show your human side and your involvement with the community your radio station lives in.  This is part of what made radio so successful for many decades and it can help you build stronger loyalty in your community and in engagement of your email.

7) Do include contact information so listeners can easily contact you.  Again, make it personal.  Each of your emails should probably contain a very brief email letter from a high-profile personality on the station.  Again, this makes it personal.

8) Do include a drawing from each email and let listeners know that they can hit you back with an email if they want to be given a chance to win a small prize just because you sent them an email.  This is about showing respect for them and they will appreciate it.

9) Do include appointment listening (what is coming up on the station this week) and a calendar of events.  This gives your email sticky opportunity to draw listeners to the on-air and to give them more use for the content inside your email.

At radios best, radio is a personal experience.  True engagement should be respectful and listener-focused from your email, social media, use of database, marketing and on-air.  Your email becomes either something listeners look forward to or something that even they cant believe you sent out.
Which is it going to be?

Loyd Ford programmed very successful radio brands in markets of all sizes for years, including KRMD AM & FM in Shreveport, WSSL and WMYI in Greenville, WKKT in Charlotte and WBEE in Rochester, NY.  Learn more about Loyd here:  Reach out to Loyd via e-mail HERE
Visit his Facebook radio social media page HERE

(1/29/2013 9:03:48 PM)
Every body: abidal February first half return will receive medical license
<a href=>kobe crazy 8</a>
The daily dello sport reported that Barcelona player abidal is received can return medical license. Abidal of the surgeon Garcia Valdecasas confirmed that abidal will on February first half get medical license, the doctor says: "abidal hoping to play, now only depends on Barcelona view, rather than health. Abidal attitude is the key to his recovery, he has a admirable a

- bqspabi
(1/28/2013 4:37:16 AM)
Ferguson: Manchester united had wanted to introduce bell
<a href=>cleats on sale</a>
Last September 2-3 home defeat to tottenham after, ferguson know them today and will face a severe test, jermain Defoe was obviously opponent array of a huge threat.
Ferguson continued: "this season for spurs jermain Defoe contribute a lot of goals, bo, always let, jermain Defoe in the play, and to give him confidence, now adebayor to play African cup of nations, but they have demps

- lnaljgj

Add a Comment | View All Comments


Send This Story To A Friend