• by David Goetzl  @dgoetzl, May 3, 2011

Angela Clayton, a senior marketing manager at the media company that operates the Starz and Encore networks, said it uses email marketing to drive tune-in and build brand awareness for shows. Emails used to cover a wide range of programming. But now that Starz is launching original productions, specific emails tied to individual shows are producing higher click-through rates, again showing the power of more targeted emails.

Yet, what is Starz learning about its viewers through the process? "That's one of our challenges," Clayton said, noting Starz is evaluating internal data bases to looking to deliver even more personalized emails.

Experian CheetahMail's Liz Gould said TV Land had great success building its email list by capitalizing on a Facebook campaign last year that lobbied for "Hot in Cleveland" star Betty White to host "Saturday Night Live."