The Infinite Dial

I am a huge believer in email marketing - it works for us, and I know it works for radio. Still, the continuing growth of both social networking and mobile internet access has had an impact on email that radio marketers would do well to study. As we spend more of our online time engaging in social networking activities - and spend more of our Internet time in general on smartphones (not tethered to a desktop), the ways in which we interact with email have changed irrevocably. What this means is that email is no less important (it's critical), but how, when and where people consume email has changed forever - and radio needs to be sure it adapts to those changes.

For a deeper look at what this means to your station and your own email marketing efforts, I invite you to read this post, "Thinking Critically About Email Statistics." I wrote this recently as a guest post on the Blue Sky Factory blog, but it certainly has implications for broadcasters. By the way, if your email marketing efforts aren't meeting your expectations, I highly recommend contacting the folks at Blue Sky Factory - they are leading the way right now in terms of social media integration, deliverability, and best practices for email marketing. We get nothing for saying this, by the way, but if you tell them I sent you I might get a beer out of it :) .