OK Go – connecting with fans through email marketing

OK Go is a band that has built a remarkable career, creating award-winning videos, collaborating with leading dance companies, tech giants, animators, and even the Muppets. They once even encoded their music onto DNA strands! Known for pushing creative boundaries, the band has earned 21 Cannes Lions, 12 CLIOs, 3 VMAs, 2 Webbys, the Smithsonian Ingenuity Award, and a Grammy.

What are the team’s priorities at the moment? What are you promoting?

Most recently, the band released a new song called “This” which was featured on The Beanie Bubble, an Apple Original Film that was co-directed by Kristin Gore and OK Go’s Damian Kulash Jr. The band will have more new music coming soon, as well as their legendary music videos, so our focus will very quickly turn to that once the time is near.

How does OK Go use email marketing?

We use email marketing to get the word out about all of the latest happenings in OK Go land. Our subscriber base has been built up over many years, so by now, we’ve found it to be quite reliable in making sure we’re reaching our most engaged fans.

In the wider marketing mix, what role does email play?

Email blasts are one piece of the larger puzzle of communicating with our audience. But while social media is constant and certainly more engaging than email, email still has a very important purpose. It allows us to share curated announcements to a single place that will reliably end up in people’s inboxes and ultimately in front of their eyeballs.

Why did you decide to move over to EmailOctopus?

EmailOctopus was the most affordable, but critically, it was affordable without having to sacrifice any features that make putting together email campaigns easy and efficient. EmailOctopus also has a friendly and helpful customer support team that made the initial transition easy, and has continued to help improve the way we use the platform since then.

How has EmailOctopus benefitted you the most?

Our open and click rates have improved since we switched to EmailOctopus, which has also correlated to improved merch sales compared to the previous year.

What is your advice to others who are considering using EmailOctopus?

Take advantage of EmailOctopus’ Lists and Segments features. It’s a great way to send content directly to the folks who ought to be receiving it quickly and easily.

What’s coming up on the horizon for OK Go?

The band will have new music to share soon which we’re very excited about, and once that comes there will be plenty of new merch, shows, and videos that will come along with it.