One Thought Per Break
Our "Technology Web Poll" (conducted among Jacobs Media clients) is wrapping up in the next couple of days. Before it’s over, 20,000 listeners from around the country will weigh in on topics ranging from iPods to streaming to text messaging to satellite radio. As always, email club members are enthusiastically offering their opinions.
But some stations response rates are moving slower than others. In most of these cases, the invitation to take the survey was embedded in an email that contained several
different activities and promotions – as opposed to a targeted email to a much smaller group with just
the survey invitation. As Tim Davis
reminded me, these "newsletter" emails aren’t necessarily anticipated by club members. Instead, they are crowded updates that stations want to send out for promotional/sales purposes. Seth Godin sounds off on this topic in his "10 Questions"
this week, too.
And perhaps the other reason why responses lag behind is that these emails break the same rule that we’re always trying to teach our jocks – keep it to one thought per break. It applies here, too.