Relias Media Podcast
One of my most interesting email series at Relias (who acquired AHC Media) was centered around its podcast launch, Rounds With Relias. This was a new venture, so we wanted to do some teaser marketing as well as establish a dedicated email for episode launches.
The main goal here was to make sure our audience knew that something new and different was coming to the brand while affirming that this new resource would still provide the leading, peer-reviewed content they associate with Relias Media. To encourage strong KPIs, I incorporated personalization (Valued Customer would instead read the customer’s name) and strategic sends (sending at times that our audience showed a high open rate; sending echo emails to those who’d yet to engage). Once the podcast had been set up on Google Play, SoundCloud, and Apple Podcasts, later pre-launch emails included links to these platforms to encourage subscribing so that they’d know when the first episode was published. On average, open rates in this campaign were 2% higher than campaigns sent to a similar audience.
Following the podcast launch, I developed an episode notification email to continue establishing familiarization with the new resource. A good portion of the email content was provided by the content/product teams (episode titles, synopses), but I wanted to make sure we had a strong subject line to draw customers in. One of my favorite subject lines that comes to mind is “More Mergers, More Problems” (centered around hospital mergers and a play on the common phrase “More money, more problems”). Streams to the featured episode rose 140% the day the email was deployed.