Digital PR: How to Manage PR in
       the Online Channel

      Thoughts on Email

           David Smerdon
      Head of...
Agenda
 • Why email?
 • Why are we similar?
 • Why direct makes sense?
 • The age of accountability
 • Media relationships...
Why is email a powerful PR tool?




                  www.vision6.com.au
Campaign Finishes
Customer contact is broken with no details
              captured


               The prospect or custo...
The exploding ‘Groudswell’




Source: Forrester, Groundswell



     Silence propagates assumption
Client’s Message   Gatekeepers          Intended recipient




                   Newspapers
                   TV
       ...
Why email?

     Speed to market

              www.vision6.com.au
Tailored one to one communications that can inspire
         action - one click away from a sale
                         ...
More relevant dialog
       more often =
   deeper customer
 relationships and a
more profitable, loyal
      customer bas...
Monthly access fees

Cost   Total Records
       0 - 1,000
                                   Monthly Fee
                ...
Why are we similar?



PR world         email world




                         www.vision6.com.au
Perceptions of our industries are
  sometimes misrepresented…




                  www.vision6.com.au
PR = spin




www.vision6.com.au
email = spam




         www.vision6.com.au
Email marketers (PR professionals) often complain that
       their colleagues or superiors (account directors or clients)...
Universal email best practice rules

• Plan an email campaign as you would any other advertising
  or marketing communicat...
Why direct makes sense



“Myer will this year
spend more on direct
marketing to its Myer
One customers than
all of its ot...
Will encouraging existing
customers to buy more often be
more cost effective than finding
        new customer?

  Those w...
We’re in a time of
microscopic accountability

 “I know at least half of my advertising is wasted I
             just don’...
www.vision6.com.au
www.vision6.com.au
www.vision6.com.au
www.vision6.com.au
Media relationships
  • Database of media contacts – broadcast and report
  • Conditional content based on media type / pu...
3 list growth tips




           www.vision6.com.au
1. Best practice enews registration




1. Website     2. Registration web   3. Thank you   4. Confirmation   5. Confirmat...
2. Call centre / in-store registration




                      www.vision6.com.au
3. Audit existing assets




              www.vision6.com.au
Spam compliance




         www.vision6.com.au
The Spam Act 2003
         Three key conditions
For all commercial electronic messages:


• Consent (express or inferred);...
Consent
1. Consent
      Express consent:
      • Completes an online form and ticks a box
      • Fills in a hard copy re...
Identify

2. Identify

      • Must identify the body that authorised
        sending of message

      • Sender informati...
Unsubscribe

3. Unsubscribe

     • Must be functional, simple to use, low or no
       cost. Automatic link within email ...
A common sense take

• Just because it’s legal doesn't make it right
• Spam is;

  Any email the recipient doesn’t want, e...
What is Lifecycle Marketing?

• Lifecycle Marketing is the evolution of the
  broadcast email

• Moving from one list to s...
Capitalising on the holiday emotion
 Triggered campaigns leading up to a holiday




                          www.vision6...
Questions?

                                   Contact:

                                   David Smerdon
                ...
Upcoming SlideShare
Loading in …5
×

Vision 6 David Smerdon Pr & Email Final

1,121 views

Published on

AIMIA Queensland Digital PR Event

Published in: Education, Technology, Business
  • Be the first to comment

  • Be the first to like this

Vision 6 David Smerdon Pr & Email Final

  1. 1. Digital PR: How to Manage PR in the Online Channel Thoughts on Email David Smerdon Head of Strategy - Vision 6
  2. 2. Agenda • Why email? • Why are we similar? • Why direct makes sense? • The age of accountability • Media relationships – does the recipient give a bleep? • Three list growth tips • Spam compliance • What is Lifecycle Marketing? www.vision6.com.au
  3. 3. Why is email a powerful PR tool? www.vision6.com.au
  4. 4. Campaign Finishes Customer contact is broken with no details captured The prospect or customer is gone without a trace… www.vision6.com.au
  5. 5. The exploding ‘Groudswell’ Source: Forrester, Groundswell Silence propagates assumption
  6. 6. Client’s Message Gatekeepers Intended recipient Newspapers TV Radio Bloggers www.vision6.com.au
  7. 7. Why email? Speed to market www.vision6.com.au
  8. 8. Tailored one to one communications that can inspire action - one click away from a sale www.vision6.com.au
  9. 9. More relevant dialog more often = deeper customer relationships and a more profitable, loyal customer base www.vision6.com.au
  10. 10. Monthly access fees Cost Total Records 0 - 1,000 Monthly Fee $30 1,001 - 5,000 $50 5,001 - 15,000 $90 15,001 - 50,000 $150 50,001 - 500,000 $220 Cost per email Number of Emails Cost per Email 1 - 200 4 cents 201 - 2,000 3 cents 2,001 – 10,000 2 cents > 10,000 1 cent Sending 5,000 emails per month; Access fee $50.00 Email send costs $100.00 $150.00 per month
  11. 11. Why are we similar? PR world email world www.vision6.com.au
  12. 12. Perceptions of our industries are sometimes misrepresented… www.vision6.com.au
  13. 13. PR = spin www.vision6.com.au
  14. 14. email = spam www.vision6.com.au
  15. 15. Email marketers (PR professionals) often complain that their colleagues or superiors (account directors or clients) want them to do unhealthy things with their (press releases) email lists, to squeeze yet more dollars, downloads, page views, or whatever out of subscribers (journalists). Examples might be sending more and more email (press releases) with the same old tired offers (stories or pitches). Or sending email to a “borrowed” list of attendees at a trade show (or getting a press list from PR Newswire). A key reason is that the perceived cost of doing anything with email marketing (PR via e-mail) is low. Not the low cost of sending emails (press release or pitches), but the perceived low cost of doing it badly In front of your nose – PR blog – 8th April 2009 www.vision6.com.au
  16. 16. Universal email best practice rules • Plan an email campaign as you would any other advertising or marketing communication • Are your contact lists clean and reliable? • Is your content relevant and interesting? • What is your send frequency? • Are your messages being delivered and rendering properly? • Do you have a QA / testing process in place? www.vision6.com.au
  17. 17. Why direct makes sense “Myer will this year spend more on direct marketing to its Myer One customers than all of its other advertising put together, according to Chief Executive Bernie Brookes” www.vision6.com.au
  18. 18. Will encouraging existing customers to buy more often be more cost effective than finding new customer? Those who buy products marketed through email spend 138% more than non- readers of email (Forrester Research, 2008)
  19. 19. We’re in a time of microscopic accountability “I know at least half of my advertising is wasted I just don’t know which half” Henry Ford www.vision6.com.au
  20. 20. www.vision6.com.au
  21. 21. www.vision6.com.au
  22. 22. www.vision6.com.au
  23. 23. www.vision6.com.au
  24. 24. Media relationships • Database of media contacts – broadcast and report • Conditional content based on media type / publication i.e. Cruise company • Content take-up management i.e. release goes out, not open in 3 days automatically send alternative subject line / content + notification to call • Event management • Surveys “Three quarters of the PR email I receive is irrelevant” http://blogs.forrester.com/groundswell/2009/02/three-quarters.html
  25. 25. 3 list growth tips www.vision6.com.au
  26. 26. 1. Best practice enews registration 1. Website 2. Registration web 3. Thank you 4. Confirmation 5. Confirmation 6. First eNewsletter registration form page email page
  27. 27. 2. Call centre / in-store registration www.vision6.com.au
  28. 28. 3. Audit existing assets www.vision6.com.au
  29. 29. Spam compliance www.vision6.com.au
  30. 30. The Spam Act 2003 Three key conditions For all commercial electronic messages: • Consent (express or inferred); • Identify; and • Unsubscribe Julia Cornwell McKean Manager, Anti-Spam Team www.vision6.com.au
  31. 31. Consent 1. Consent Express consent: • Completes an online form and ticks a box • Fills in a hard copy registration form and requests commercial information • Hands over business card and verbally requests information Inferred consent: • Easily visible publication of ‘work related email address’; e.g. on a website, trade magazine, newspaper • Long standing customer, good business relationship; a once off purchase or use of service is generally not enough Keep good records Silence does not mean consent www.vision6.com.au
  32. 32. Identify 2. Identify • Must identify the body that authorised sending of message • Sender information must be reasonably likely to remain accurate for 30 days www.vision6.com.au
  33. 33. Unsubscribe 3. Unsubscribe • Must be functional, simple to use, low or no cost. Automatic link within email or return email with unsubscribe request • Must be honoured within five working days www.vision6.com.au
  34. 34. A common sense take • Just because it’s legal doesn't make it right • Spam is; Any email the recipient doesn’t want, even opted in email • Having ‘unemotionally subscribed’ contacts in your database isn’t good for either party www.vision6.com.au
  35. 35. What is Lifecycle Marketing? • Lifecycle Marketing is the evolution of the broadcast email • Moving from one list to segmented lists to deliver the right message to the right person at the right • Basic Lifecycle Marketing can be as simple as; – An SMS when your dry cleaning is ready – Email reminder of your dentist check-up – Email receipt or thank you for your purchase www.vision6.com.au
  36. 36. Capitalising on the holiday emotion Triggered campaigns leading up to a holiday www.vision6.com.au
  37. 37. Questions? Contact: David Smerdon dsmerdon@vision6.com.au Ph. 07 3123 5005 http://www.slideshare.net/davidsmerdon/vision-6-david-smerdon-pr-email-final www.vision6.com.au

×