The Eight Email Marketing Tricks Designed To Grow Share.

Granted, marketers may have shinier, sexier tools in their arsenal than good old-fashioned email, but seven in ten say such messages are core to their business, according to a survey by invespro.com. And that remains very much the case for radio broadcasters.

Long a core proficiency for broadcasters, email marketing as part of integrated sales offerings can help stations book from $100K-$650K a year, according to a leading database marketing solutions provider.

“Reports of the death of email have been greatly exaggerated,” Michelle Novak, manager, client sales & services, Presslaff Interactive Revenue, said during a webinar last week. “It’s changing and evolving and with data segmentation and automation; it’s becoming more powerful.”

One in five consumers say they read every email they receive, according to Forrester Research, and 91% of consumers check their email at least once a day on their smartphone.

When sold as part of an integrated sales package, email marketing can help radio grow its share of digital dollars. 

Dedicated Sponsor Advertiser Offer—One of the most lucrative and common ways to monetize email, these are savings and special offers sent to database members who have opted in to receive them on behalf of an advertiser. Send: 3 times/week; Price: $250-$1,050 per sponsor

Multi-Sponsor Advertiser Offer—A savings email that includes multiple offers from multiple clients. Send: Weekly; Sponsors: 4; Price: $150-$750 per sponsor

Dedicated Content Newsletters—Devoted to a specific topic area, such as health and fitness, real estate, concerts or recipes. Send: Weekly; multiple categories; Price: $500-$4,000 per sponsor/month

Daily Newsletter Advertising—Includes sports, news and business headlines along with sponsor ads. Send: Daily; Sponsors: 3; Price: $495-$1,500 per sponsor/month

Weekly Newsletter Advertising—Features station content or a recap of the week’s news. Send: Weekly; Sponsors: 3; Price: $1,000-$4,200 per month

Geo-targeted emails—Special offers targeted by zip code to opt-in database members in the client’s trading zone. Send: Daily; Sponsors: 4; Price: $1,200-$7,600 per month

Birthday email—A birthday greeting that includes a client coupon sold as an annual package. “You’re getting credit for remembering their birthday and making money at the same time, driving customers to your advertisers,” Novak said. Send: Daily; Sponsors: 4; Price: $175-$750 per sponsor/month

Contest Follow Up—An offer involving a contest sponsor that takes advantage of upsell opportunities to generate customer leads. Send: With contests; Sponsors: 1 per month; Price: $100-$500 per email.