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Email marketing for pr

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Transcript

  • 1. EMAIL MARKETING FOR MARKETING AND PRChristopher S. Penn, Vice President, Marketing Technology
  • 2. AGENCY INTRODUCTION
  • 3. 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
  • 4. CLIENT EXPERIENCE
  • 5. THE BIG PICTURE
  • 6. MEDIA UNIVERSE MEDIA AUDIENCE MARKETING LEADS SALES REVENUE
  • 7. WHY EMAIL? $40 EARNED PER $1 SPENT
  • 8. EARNED MEDIA STRATEGY
  • 9. 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.
  • 10. 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
  • 11. WHAT ABOUT EMAIL?
  • 12. THE WORLD OF EMAIL MARKETING STRATEGY CONTENT LIST PLATFORM DELIVERY METRICS
  • 13. STRATEGY
  • 14. STRATEGY WHAT WHEN WHERE
  • 15. STRATEGY 168 HOUR TESTING
  • 16. STRATEGY SHIP WEEKLY
  • 17. CONTENT
  • 18. CONTENT RELEVANT TIMELY TARGETED VALUABLE
  • 19. CONTENT
  • 20. CONTENT PROCESS WEBINAR > BLOG > CURATION > EMAIL > EBOOK
  • 21. BE MOBILE
  • 22. CONTENT PROCESS WHERE DOES THE CONTENT COME FROM?
  • 23. 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.
  • 24. CONTENT
  • 25. CONTENT
  • 26. FOLLOW INTERESTING PEOPLE
  • 27. CONTENT IDEAS
  • 28. CONTENT IDEAS
  • 29. LIST
  • 30. TELL PEOPLE WHAT TO EXPECT
  • 31. MAKE IT OBVIOUS
  • 32. MAKE IT EVERYWHERE
  • 33. MAKE IT EVERYWHERE
  • 34. ASK OFTEN
  • 35. ANNOUNCE
  • 36. SPONSOR
  • 37. EARN PLACEMENT
  • 38. PLATFORM
  • 39. PLATFORM WHATEVER YOU CAN AFFORD
  • 40. ONLY SO MANY WAYS TO SEND AN EMAIL
  • 41. PLATFORM WHAT FEATURES DO YOU NEED?
  • 42. PLATFORM 1%
  • 43. MANY MARKETING AUTOMATION PLATFORMS
  • 44. DELIVERY
  • 45. DELIVERY SEND GOOD STUFF
  • 46. DELIVERY PEOPLE WHO ASKED FOR IT
  • 47. THIS WILL DESTROY YOU
  • 48. 4 STANDARDS SPF SENDER ID DKIM DMARC
  • 49. DELIVERY FROM: SUBJECT:
  • 50. SUBJECT LINES ARE HEADLINES
  • 51. TEST TEST TEST TEST TEST TEST TEST TEST
  • 52. ENGAGEMENT IS THE NEW WHITE LIST
  • 53. METRICS
  • 54. METRICS INDUSTRY AVERAGES ARE WORTHLESS
  • 55. METRICS
  • 56. METRICS
  • 57. METRICS
  • 58. METRICS KAIZEN
  • 59. WRAPUP
  • 60. WRAPUP SEE IT ALL IN ACTION:www.shiftcomm.com/subscribe www.cspenn.com/n
  • 61. THANK YOU! Q&A

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