August 2, 2021, Issue 767
Email = NTR, Engagement
Email marketing platform Campaign Monitor reports an estimated 3.8 billion email accounts worldwide and that approximately 89% of North American consumers are online. For radio, that can mean opportunity to capture, engage and monetize an audience via email. Country Aircheck spoke with industry pros already thriving in the space to get their take on email campaign best practices. Slice & Dice Is Nice: First, variation in audience segments must be understood. Last month, Actionable Insights Group’s Dr. Billy Ray McKim shared findings regarding Gen Z media consumption, including a propensity for Tim Gray email, where he notes Boomers (70%), Gen X (79%), Millennials (79%) and Gen Z (70%) are all likely to check their email multiple times per day (CAW 6/1). Nashville-based Grayscale Marketing CEO Tim Gray urges understanding of each, as well the deeper segmentations within. “Be a good farmer; plant the seed before you water it,” says Gray. “If you send too much email to the entire list, Scott Heuerman you might scare the more email-averse parts of your list into unsubscribing early; however, if you don’t email frequently enough, you might be missing out on an opportunity to engage your more dedicated subscribers.” BubbleUp/Nashville GM Scott Heuerman, who develops marketing programs, fan club offerings and more, says, “Segmentation is key in reaching people with the most relevant information they are looking Jessica Curtis for.” Academy of Country Music (ACM) Mgr./ Marketing Jessica Curtis agrees and says the organization has found targeted email campaigns will directly engage consumers, and subscribers respond well to opportunities that are exclusive to (continued on page 9)
Three Cheers: Triple Tigers’ Russell Dickerson celebrates “Yours” hitting triple-platinum status with Opry staffers. Pictured (l-r) are Jordan Pettit, Jenn Tressler, Dickerson, Dan Rogers and Gina Keltner.
A Ratings Review ... Or Primer
While many readers are familiar with radio ratings basics, questions from those who work outside the realm of radio prompted a “Ratings 101” conversation with Nielsen VP/Audience Insights Jon Miller. CA: What are “share” and “cume,” and which is more important? JM: These are two of the basic metrics radio programmers use to evaluate their audience. Think of “share” as the slice of the pie a station is getting during a given Jon Miller 15-minute period [an average quarter hour or “AQH”]. Out of all the radio listening happening in the market, at that time, among a specific age group, the share is simply how much of that listening is going to your station. It’s a great gauge of how much a station or show is cutting through among all the other radio stations or shows
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