Mention that SPAM is an opt-in regime…the complete opposite to Do Not Call where one has to register.
Vision 6 David Smerdon Pr & Email Final
Digital PR: How to Manage PR in
the Online Channel
Thoughts on Email
Head of Strategy - Vision 6
• Why email?
• Why are we similar?
• Why direct makes sense?
• The age of accountability
• Media relationships – does the recipient give
• Three list growth tips
• Spam compliance
• What is Lifecycle Marketing?
Why is email a powerful PR tool?
Customer contact is broken with no details
The prospect or customer is gone
without a trace…
The exploding ‘Groudswell’
Source: Forrester, Groundswell
Silence propagates assumption
Client’s Message Gatekeepers Intended recipient
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
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
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?
Why direct makes sense
“Myer will this year
spend more on direct
marketing to its Myer
One customers than
all of its other
to Chief Executive
Will encouraging existing
customers to buy more often be
more cost effective than finding
Those who buy products
marketed through email
spend 138% more than non-
readers of email
(Forrester Research, 2008)
We’re in a time of
“I know at least half of my advertising is wasted I
just don’t know which half”
• 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
“Three quarters of the PR email
I receive is irrelevant”
The Spam Act 2003
Three key conditions
For all commercial electronic messages:
• Consent (express or inferred);
• Identify; and
Julia Cornwell McKean
Manager, Anti-Spam Team
• 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
• Easily visible publication of ‘work related email
address’; e.g. on a website, trade magazine,
• 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
• Must identify the body that authorised
sending of message
• Sender information must be reasonably
likely to remain accurate for 30 days
• 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
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
• Having ‘unemotionally subscribed’ contacts in
your database isn’t good for either party
What is Lifecycle Marketing?
• Lifecycle Marketing is the evolution of the
• Moving from one list to segmented lists to deliver
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
Capitalising on the holiday emotion
Triggered campaigns leading up to a holiday