Marketing White Paper
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-Peter Wright, Virtual Label, LLC, New Media Committee Chairperson American Association of Independent Music - New Media Committee - Prepared by Jon Satterley, Roadrunner Records - June 2009 Don’t Panic Ever get a panicky feeling that you are behind the eight-ball with your digital and new media marketing Just when you got the hang of Facebook and are collecting a nice group of fans, suddenly something like Twitter comes along and you feel like a tech Luddite again.. For example: Create ‘ground zero’ benchmarks from the outset – if you start with an average click through rate of 4 , and after six months you are at 9 , you are certainly showing progress Set 3 month targets for your open rate and click through rates based on the overall trending of those metrics If you have a D2C solution, ensure your emails are linked to the shopping cart (“Buy Now”-type links) – this is one of the easiest ways of measuring success…..if revenues are going up, you are doing something right 5.. American Association of Independent Music - New Media Committee - Prepared by Jon Satterley, Roadrunner Records - June 2009 4 Decide on your recruitment entrance point strategy: do you want to make people give up a lot of details up front, so as to get a better profile (thus making for more targeted emails down the road), or have them simply offer up a valid email address (and worry about profiling them more comprehensively later on) There is no right or wrong in this regard – but you should articulate a clear view and stick to it.. Here are some best practices you should adopt (and also ensure you keep on the good side of the CAN-SPAM Act…): Have a one-click unsubscribe option at the footer of every email you send Include your operation’s details (even your company’s physical address) in every email Never purchase or ‘borrow’ someone else’s lists Don’t use terms like “free”, “special offer”, “discounts” and the like within your subject line or email body (most ESP tools provi
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-Peter Wright, Virtual Label, LLC, New Media Committee Chairperson American Association of Independent Music - New Media Committee - Prepared by Jon Satterley, Roadrunner Records - June 2009 Don’t Panic Ever get a panicky feeling that you are behind the eight-ball with your digital and new media marketing Just when you got the hang of Facebook and are collecting a nice group of fans, suddenly something like Twitter comes along and you feel like a tech Luddite again.. For example: Create ‘ground zero’ benchmarks from the outset – if you start with an average click through rate of 4 , and after six months you are at 9 , you are certainly showing progress Set 3 month targets for your open rate and click through rates based on the overall trending of those metrics If you have a D2C solution, ensure your emails are linked to the shopping cart (“Buy Now”-type links) – this is one of the easiest ways of measuring success…..if revenues are going up, you are doing something right 5.. American Association of Independent Music - New Media Committee - Prepared by Jon Satterley, Roadrunner Records - June 2009 4 Decide on your recruitment entrance point strategy: do you want to make people give up a lot of details up front, so as to get a better profile (thus making for more targeted emails down the road), or have them simply offer up a valid email address (and worry about profiling them more comprehensively later on) There is no right or wrong in this regard – but you should articulate a clear view and stick to it.. Here are some best practices you should adopt (and also ensure you keep on the good side of the CAN-SPAM Act…): Have a one-click unsubscribe option at the footer of every email you send Include your operation’s details (even your company’s physical address) in every email Never purchase or ‘borrow’ someone else’s lists Don’t use terms like “free”, “special offer”, “discounts” and the like within your subject line or email body (most ESP tools provi
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