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


How to generate great content for your email newsletter

I often hear businesses say they want to launch an e-mail newsletter but cannot think of what to put in it.  With a bit of planning all businesses should find they have plenty to say! 

Here are some content ideas 

  1. NewsWrite educational, how-to tips and articles.
  2. Create a series about your product/service.
  3. Highlight products and services which clients may not be aware of.
  4. Include a client case study.
  5. Share company successes and awards.
  6. Interview an employee.
  7. Share some behind-the-scenes information about your company or product.
  8. Comment on industry trends and news. This will improve credibility.
A good idea is to create a content calendar in Excel or Word.  

This means you can map out your content for the coming months as you think of it. The newsletter then becomes less of a chore when the time comes to write your content.

It also enables you to effectively create follow up articles and avoid repeating what’s gone before.

A content calendar is perfect for any business which has an element of seasonality or deadlines. For example accountants and financial advisers or gardening related businesses.

A word of caution.

It’s easy to get immersed in your own world. So if you’re sharing good news about your business, do explain why it’s relevant to your readers. Apply the “so what?” test!

Don’t say: “We’ve just spent £100,000 moving to new offices”. (So what?).

Do say: “We’ve just moved to purpose built offices at XYZ address and taken on ten new staff. This includes a purpose built call centre meaning we can now respond to your service calls much more quickly”.