This summer we helped National Public Radio station, WXPN (XPN) build a better connection with new subscribers who attended their free Latin music festival.
The station has been adding Latin content to their broadcast lineup for some time and last year launched NUEVOFEST, an incredible free Latin music festival.
NUEVOFEST attracts many who are new to XPN. The station wanted a way to connect this new audience to XPN content and move them towards membership.
They have an excellent and regular e-news, but that content is broad and covers their whole audience. How can you help new audiences get to know you while giving them exactly what they want? Here’s how we did it…
The time in between someone signing up and receiving their first e-newsletter is a powerful time. They are never more engaged then right after they have had a positive experience.
For most organizations what happens in this time is — well, nothing. It’s a valley of silence. Depending on when they subscribed to your list, registered for or attended an event, the next communication could be days or weeks away. And with NUEVOFEST’s attendees, many of the people getting that first e-news wouldn’t connect the station to the event they attended.
But you can fix that with a welcome email series.
Before these readers started receiving WXPN’s regular e-news, invitations to other events or an ask to become a member, we built rapport with them over a shared interest. By creating a series of emails designed to show them how the station is the perfect place to support their love of Latin music, we created a bridge to move them into the community.
Over two weeks, the six-part series revisited the fun of the free Latin music festival. The next day we shared how to access the event photos, and teased about video to come in the next email. We then pointed people to Latin-focused content and events. Near the end of the series we introduced other XPN benefits and how membership supports this programming.
We set up emails to trigger on specific days using Journey Builder in XPN’s Salesforce platform. We built everything in advance and then left placeholders so we could include elements from the live event.
Including images and links that were only available after the event definitely made the process more hectic but it was worth it to give each email a personal feel.
The strategy could be summed up as: Give. Give. Give. Give. Give. Then ask. Spending time wooing the people new to your community will help them know they are welcome and valued.