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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