Philadelphia-based, member-supported station WXPN does much of its marketing through hosting and attending events. Hundreds of new people are added to the mailing list after each one, and nothing was being done to introduce these newbies to the station and its offerings.
To help new contacts move toward participation and, eventually, membership, we created a welcome email series to engage attendees in the days following a free Latin music festival.
This event attracted Latin music lovers from all over the region. The Welcome Series was designed to focus on their interests first and over two weeks, lead them to other Latin music content and events before promoting membership.