Spam or value?

I'm a member of a lot of radio station email "clubs" - and I suggest that all PDs do so - from stations in your own format - throughout the country - and especially in your local market.

They're a great source for ideas - and keeping on top of your competitors. Promotions and station announcements often hit the email list before the air or website.

This past weekend, I went through my inboxes to delete old mail and came across an example of how not to do listener email:

While it might be argued that there's value here - the bottom line its sole purpose is to sell a sponsor's product. But your email blasts should provide more.

Include these "sales" offers with content that also offers info on special programming, concerts coming to town, an on-air contest - or perhaps an "email club only" contest. Make it a true listener value, not just an advertisement that might be considered spam.

If you'd like an example of great listener email blasts, send me an email and I'll forward a few if you're interested.

Meanwhile - here's a great quote from Ruth Presslaff of Presslaff Interactive: "...each email you send is an opportunity to reinforce the permission that was granted, or with one click, deny all future emails." Ruth has some great resources here.

post revised 10:45pm 6/5/07