Jacobs Media’s Dave Beasing weighs in on the value of saying "thanks!"
“Welcome!”
“You’ve just signed up for our database. You’ll be getting more stuff from us. Thanks!”
Unfortunately, that’s about the extent of most first subscription emails. The Email Experience Council and Direct Marketing Association says 72% of 118 top online retailers send “Welcome” emails, and these have significantly higher open rates than regular emails. The good news is that most are sent within the first 3 minutes after sign-up – striking while the iron is hot. The bad news is that 19% take more than 24 hours to be delivered, an eternity in the digital world. Craft a good welcome email, as it’s the most important message you’ll ever send to a new listener. Set the tone of the new relationship, inject some of your station’s personality, and – most importantly – use specifics to create anticipation for the next message.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I signed up for a video store frequent renter program, and they immediately sent me a free rental via e-mail.
I open all their e-mails now.