How BBC Radio 2 recognised the power of email to engage with listeners

BBC Radio 2 has recently launched Radio 2 Mail, a weekly e-newsletter with the strapline “Sharing what we love about Radio 2”

Radio 2 MailThese days the BBC has many ways of engaging with it’s audience ranging from phone ins, texts into programmes, and of course Twitter and Facebook. So, I found it refreshing that Radio 2 has recognised the power of email newsletters as an additional way of engaging with listeners.

And they’ve executed it really well.

The copy on their Radio 2 Mail web page is full of benefit statements and emotive keywords. For example:

Handpicked by our very own presenters.
Each week, a different presenter will round up their favourite moments on Radio 2.
They might even let you in on a few behind-the-scenes secrets!

The welcome email you receive after subscribing is warm and inviting, with a link to a video featuring four of the presenters. See below…

How could you use an email newsletter in your business to engage with your prospective clients and build brand awareness? I can help. Ask me how.

Example of Radio 2 Mail welcome email

Radio 2 Mail welcome email

 

Email marketing – how a minor change to content can have a big impact

The position of links in your email newsletter or e-shot can have a big impact on your click through rates.

Here’s a brief case study from our client British Bespoke Auctions.

Their monthly newsletter is a preview of the following week’s auction, and includes links to the various auction categories as well as photos and links for selected items.

We usually achieve a 40% click through rate which is pretty good. However we assumed that all subscribers simply wanted to be able to home in on categories and items of interest.

For last month’s newsletter we said,”what if someone just wants to go straight to the catalogue and have a good old browse?”

So we added a prominent View Catalogue link at the top of the newsletter. you can see the result below – see the red ring.

A massive 38% of clicks came from that single link thus proving our theory that all some people wanted to do was view the catalogue! We also increased the overall click rate from 40% to 51%.

Conclusions

Try new approaches and put yourself in the shoes of the recipient. Then test to see if that approach has been successful, by monitoring trends for opens, clicks and unsubscribes.

Tip

The screen shot below from Campaign Monitor uses a clicks map, which is a very powerful way of working out which links and which link positions worked well. You could use this to repeat the same links in different positions in a campaign, and then analyse which was the more popular. Mailchimp also has this functionality.

Link Activity for British Bespoke Auctions   next Thursday s Sale Catalogue   Expertise on Tap   Email Marketing Reports System

 

Why you should include a subscribe link in your email newsletter

SubscribersAdding a prominent subscribe link to your email newsletter is a great way of growing your list.

This is where you might well say “Why do I need one? They’re already subscribed aren’t they?”

Not necessarily.

If someone has received a forwarded copy or read the newsletter on social media, by including a prominent subscribe link will enable them to do just that. Most people won’t go hunting for a sign up form on your website so this is all about making it easy for them.

 

How to avoid losing e-newsletter subscribers

There’s one sure fire way to lose subscribers.

Frustrated newsletter subscriberTo achieve this, do not enable them to amend their email address!

I’ve recently been streamlining some of my email addresses, and I receive several newsletters on an email address which I’m discontinuing.  Many of these newsletters had no link to enable me to change my details.

My only option was to unsubscribe and then look for the subscribe form on their website. In some cases, it was too much hassle so they lost me as a subscriber.

If you don’t make it easy for people to change their details many will just unsubscribe

My tips

1. Add a “change your email address” link in your newsletter. If you use an email service provider such as Mailchimp or Campaign Monitor this is very easy to do. If you’re not sure how to do this please ask me.

2. Make the link prominent and don’t hide it in the small print.

3. Be specific on what the link is for. For example: “We’d hate to lose touch! Changed your email address? Tell us here”.