Creating a Mission Statement

Create a mission statement to guide the content of your e-mail broadcasts. Think about the information your listeners want from you, whether it’s upcoming concerts, a heads-up on contests, a new music release alert and/or perks and privileges extended only to database members. Create a pact within your station that limits the quantity and outlines the quality of the content of your e-mails. Consider sharing the mission statement with your database members. Once you create it, stick to it.

An example of a mission statement, that’s shared with the database: We’ll only send you e-mail when there’s information we think you would be interested in. You can count on us to keep you up to date on concert presales, new release info, exclusive station info, benefits and/or perks. We’ll make sure there’s a clear benefit to you in every e-mail you receive from us. You won’t hear from us more than once a week. We won’t SPAM you. We won’t SHOUT (writing the message in all CAPS) at you. We will continue to ask you for information so we can serve you better, we won’t sell your information.

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