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Email marketing for pr
 

Email marketing for pr

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    Email marketing for pr Email marketing for pr Presentation Transcript

    • EMAIL MARKETING FOR MARKETING AND PRChristopher S. Penn, Vice President, Marketing Technology
    • AGENCY INTRODUCTION
    • SHIFT COMMUNICATIONS 2012 DIGITAL/SOCIAL AGENCY OF THE YEAR BOSTON 100+ PROFESSIONALSVOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS NEW YORK EMPLOYEE STOCK OPTION PLAN SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILLFEATURE HEAVILY IN A FUTURE WHERE PR IS AT THE HUB OF A NEW ERA OF BRAND COMMUNICATIONS THAT TRANSCENDS MARKETING.” SAN FRANCISCO TECH AND CONSUMER EXPERIENCE AWARD-WINNING COAST TO COAST AGENCY FACTS
    • CLIENT EXPERIENCE
    • THE BIG PICTURE
    • MEDIA UNIVERSE MEDIA AUDIENCE MARKETING LEADS SALES REVENUE
    • WHY EMAIL? $40 EARNED PER $1 SPENT
    • EARNED MEDIA STRATEGY
    • EARNED MEDIA STRATEGY OWNED  MEDIA CREATIVE RESEARCH CONTENT EARNED  MEDIA ANALYTICS MARKETING MESSAGING PAID  MEDIA• OWNED: Any place you own or operate that you can talk about how awesome you are.• PAID: Any place that you pay to talk about how awesome you are.• EARNED: Any place you don’t own or pay for that lets others talk about how awesome you are.
    • EARNED MEDIA STRATEGY OWNED  MEDIA CREATIVE RESEARCH CONTENT EARNED  MEDIA ANALYTICS MARKETING MESSAGING PAID  MEDIA• EMAIL fits in all three forms of media Paid: list rentals or send-on-behalf Owned: your house list Earned: mentions in other people’s news
    • WHAT ABOUT EMAIL?
    • THE WORLD OF EMAIL MARKETING STRATEGY CONTENT LIST PLATFORM DELIVERY METRICS
    • STRATEGY
    • STRATEGY WHAT WHEN WHERE
    • STRATEGY 168 HOUR TESTING
    • STRATEGY SHIP WEEKLY
    • CONTENT
    • CONTENT RELEVANT TIMELY TARGETED VALUABLE
    • CONTENT
    • CONTENT PROCESS WEBINAR > BLOG > CURATION > EMAIL > EBOOK
    • BE MOBILE
    • CONTENT PROCESS WHERE DOES THE CONTENT COME FROM?
    • REINFORCE THE LOOPS OWNED  MEDIA CREATIVE RESEARCH CONTENT EARNED  MEDIA ANALYTICS MARKETING MESSAGING PAID  MEDIA• OWNED: Send to your own list when you get a media hit.• PAID: If it’s big enough, sponsor your media hit in other publications.• EARNED: See if the media hit has hits own distribution list and get in it.
    • CONTENT
    • CONTENT
    • FOLLOW INTERESTING PEOPLE
    • CONTENT IDEAS
    • CONTENT IDEAS
    • LIST
    • TELL PEOPLE WHAT TO EXPECT
    • MAKE IT OBVIOUS
    • MAKE IT EVERYWHERE
    • MAKE IT EVERYWHERE
    • ASK OFTEN
    • ANNOUNCE
    • SPONSOR
    • EARN PLACEMENT
    • PLATFORM
    • PLATFORM WHATEVER YOU CAN AFFORD
    • ONLY SO MANY WAYS TO SEND AN EMAIL
    • PLATFORM WHAT FEATURES DO YOU NEED?
    • PLATFORM 1%
    • MANY MARKETING AUTOMATION PLATFORMS
    • DELIVERY
    • DELIVERY SEND GOOD STUFF
    • DELIVERY PEOPLE WHO ASKED FOR IT
    • THIS WILL DESTROY YOU
    • 4 STANDARDS SPF SENDER ID DKIM DMARC
    • DELIVERY FROM: SUBJECT:
    • SUBJECT LINES ARE HEADLINES
    • TEST TEST TEST TEST TEST TEST TEST TEST
    • ENGAGEMENT IS THE NEW WHITE LIST
    • METRICS
    • METRICS INDUSTRY AVERAGES ARE WORTHLESS
    • METRICS
    • METRICS
    • METRICS
    • METRICS KAIZEN
    • WRAPUP
    • WRAPUP SEE IT ALL IN ACTION:www.shiftcomm.com/subscribe www.cspenn.com/n
    • THANK YOU! Q&A