In an effort to increase increase conversation rates, popular music may soon be making it’s way into your inbox via email marketing campaigns.
DMI Music and Media recently announced a program called Engine 1 that pair majors brands with popular music artists. The first partner brand is the nutritional supplement maker, Mead Johnson which is testing the program with music from a variety of artists including Bruno Mars. The program aims to leverage music’s emotional impact on people and create brand loyalty.
Here’s a bit on how it works from AdWeek:
The songs play when recipients click a button within the message. In a preliminary campaign, 75 percent of openers listened to the music, and 43 percent of those that did came back and listened to the music two or more times.
Why I’m Curious:
While this is an interesting idea, I am curious to see how it actually plays out. Email marketing is very much dependent on getting someone to open the email in the first place. Unless the subject line of the email states that there is music I wonder if anyone will notice (given that they may just delete the email). Also, given that music rights are so pricey to obtain, I wonder what the ROI will really be when all is said and done.