All of their radio stations have been nurturing email databases since the late 1980's/early 1990’s when they were faxing to businesses from an at-work database, built with direct mail and telemarketing.
They've done it all, over the years.
Now, in an effort to jump-start a “daily discounts” revenue program in hopes of competing with Groupon, Living Social and others locally, they are buying a mass email list that reportedly contains every email address in their metro.
This list is several times the total metro population.
Unless the initial contact with this huge list is extremely well-designed it’s going to be seen as just more spam by the vast majority of the folks who receive this invitation to sign up for a second or third daily deals email on top of the ones they already find in their spam folder.
Assuming that each of this company’s stations has 20% of their cume in their email and at home/at work address (perhaps even txt databases) and they’ve been consistently maintaining those relationships both on air and in regular direct relationship/loyalty marketing over time, they have an active relationship with some one-fifth of the area’s population.
These folks (hopefully!) know their brands, their personalities and welcome the communication when they receive it.
Doesn’t it make more sense, albeit to a smaller group of people, to offer deals and discounts to our friends rather than just adding to the volume of spam that anyone else who buys those same total market email lists are sending out too?
Won't our radio stations get measurably better response rates from our "fans" than the competing deals programs will?
If the need to buy that big email list comes from a dollars-driven desire to quickly get up to speed because the station’s databases have been lying fallow and unresponsive or, even worse are next-to-nonexistant and are only a small, single-digit percentage of the total unduplicated cume of the cluster, maybe the marketing managers of these radio stations have been missing something that can't be fixed by buying a list, no matter how well-targeted.
If, by now, you don't already have an active, responsive database which can't be quickly cloned by someone else, you are suffering from a widespread mass media disease: a lack of engagement, no carefully-constructed reputation among your listeners for compelling content and attention to much more that just trying to hawk the radio station’s latest attempt at making money from them without first adding true value that builds true affinity.
Increasing the volume of spam in your city, attaching your brand name to it, without tending to content-based relationship and loyalty marketing first probably can make you a few bucks in the short term, but you better have another scam to sell next year and the year after that, because your radio station brand will mean less and less each time you do it.