How Pandora Made Doves Cry (Okay, Not Really) with Multichannel Messaging

Celebrating the music of Prince across three distinct customer messaging channels

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It’s always important to be able to reach your audience. A no-brainer, right? After all, a discount that none of your customers know about is a discount that won’t move the needle. But sometimes, it’s REALLY important to be able to reach your audience—we’re talking make-or-break for your business goals. Maybe you have a once-a-year deal starting, or a major event coming up, or a content exclusive so big that not letting customers know about it just isn’t an option. When events like these come up, the savvy marketers are the ones using multichannel messaging to make sure their brand’s voice is heard.

This spring, the marketers over at Pandora did just that.. Nearly a year after his tragic and untimely death, Prince’s music was licensed to Pandora and a wide range of other music services. To ensure that their audience knew that I Couldn’t Never Take the Place of Your Man and Raspberry Beret were now available for streaming, Pandora used a coordinated multichannel campaign to inform and engage their users. Let’s take a look.

The messages (and what makes them special)

1. The push copy makes Prince fans go crazy

Pandora Push

When you’re sending outreach using push notifications, every word matters. Keeping your push copy short is often a good idea, but a longer push message can work just as well if the copy is relevant and engaging. Pandora hits the marks with this push, which calls out one of Prince’s most iconic songs in a way that both reflects his status as a musical great and nods respectfully to his tragic early passing.

2. The email is well-timed

Pandora Email

While push can be a powerful way to let customers know about time-sensitive promotions and other urgent announcements, assuming that every recipient will see your push, respond to it, and take action is a recipe for an underperforming campaign. People get a lot of messages, and using a multichannel approach to messaging makes it more likely that customers see and engage with your outreach—plus, it can teach you a lot about which customers respond more strongly to messages in a particular channel.

Pandora did a nice job putting together their push notification for this campaign, but their smartest move was not resting on the laurels of a solid message in one channel—instead, they followed up with an email three hours after the original push, likely targeting people who didn’t click the original notification and nudging them to check out Prince Radio. 

3. They didn’t forget about active users

Pandora News Feed

While Pandora’s push and email outreach in this campaign focused on people who weren’t current using Pandora (grabbing their attention and driving them to their service), the brand didn’t neglect people who were already active on their app. If a listener was already using Pandora when the campaign began, the app’s news feed included a card highlighting the arrival of Prince’s music on the service, keeping them in the loop and giving them a chance to try it out without having to open their email or respond to a push notification.

4. The campaign gets recipients where they need to be

A thoughtful, well-conceived multichannel promotional campaign like this is a powerful way to reach and engage your customers—but only if the messages you send direct those customers where you want them to go.

Pandora Deep Linking

All three message types used by Pandora in this campaign took advantage of deep linking to send interested recipients directly to the new Prince Radio station within the Pandora app, making for a seamless message-to-music experience.

Anything else?

Interested in putting together a create multichannel campaign of your own? Study up on the four major messaging channels and check out our article on multichannel promotional outreach to get started.

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