- 09/25/2012
- Posted by: Mike O'Malley
- Category: marketing, radio programming
No Comments
The likelihood of listeners opening up one of your emails is improved with a great subject line.
Here’s a good one from 3-time ACM Station of the Year winner (and long time A&O partner), Cat Country 98.7 in Pensacola, FL.Subject: OPEN this email and you might win Zac Brown Tickets
A subject line like this plays to a key reason why listeners join radio “Insider” clubs: access to special privileges especially concert tickets – from winning them to being able to buy them early.
The body then reinforced the subject line and the value of being a Cat Country Insider:
Just because you are a Cat Country Insider you have also scored a chance to win General Admission tickets to Deluna Fest to put your “Toes” in the sand with Zac Brown. The Cat Pak will announce the Winner on Wednesday Morning at 840a, but you can only win if you are a reading this email!
This was followed by a “thank you,” an invitation, and signature:
Thanks for being a ‘full-time’ listener to The Cat. Follow the Cat on Twitter at http://www.twitter.com/catcountry987. Brent and Candy, The Cat Pack Morning Show
At the very end there was a pitch:
PS: You can buy single day tickets to Deluna Fest at http://www.delunafest.com
How effective was this campaign?
Cat Country’s Brent Lane says it was, “…pretty great. Considering the average ‘good’ campaign is about 10-15%, this one did 23% as of last check.”
Presslaff Interactive’s Ruth Preslaff shared that when open rates jump, “(it) means listeners are just waiting for something to capture their attention and when it hits their inbox, they respond.”
Here are six ways to improve your subject lines.
We’d love to hear some of your lines and your techniques.