Adding Value To Email With Music

Noon Pacific, a popular weekly music discovery newsletter, has launched a mobile product for brand marketers to leverage music playlists in their email marketing campaigns.

Marketers can now curate their own music mobile applications with Noon Pacific’s white Label marketing tool. The focus turns to creating emotional connections between the brand and the consumer.

Emails that contain words evoking particular emotions have been shown to boost email engagement rates by as much as 130%, according to a December 2015 Persado study -- and music has the opportunity to increase emotionally driven engagement even more by activating different parts of the brain that words alone would not. 

Founded in 2012 as a weekly playlist delivered to subscribers’ inboxes every Monday at 12:00 p.m. PT, Noon Pacific has since growth to reach an email audience of more than 32,000 subscribers and a mobile audience of more that 100,000 listeners.

Clark Dinnison, founder of Noon Pacific, says that Noon Pacific’s success is driven by the fact that every email delivers something of value to subscribers, because music is personal.

“It’s not just a promotional email, but something that people actually look forward to opening every week,” says Dinnison.

White Label could also be a powerful email address and customer data acquisition tool.

“It’s definitely a new way to reach customers,” says Dinnison, explaining that the company can capture the email address of anyone who signs up for a playlist. It gives the consumer something of value.

Jessica Vogel, senior global marketing manager at Dell, discussed how consumers are more likely to make a purchase when influenced by emotion in a keynote speech at MediaPost’s Email Insider Summit on Tuesday.

“Emotional marketing is a practice of building brands that appeal directly to a consumer’s emotional state, needs and aspirations,” says Vogel.

HBO’s Game Of Thrones recently partnered with Spotify to use music as a marketing device by matching listeners’ music tastes with a character from the television series, providing character-focused playlists across a variety of music genres.

 

 

 

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