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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 “SAVV...
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                         CREA...
EARNED MEDIA STRATEGY                                                             OWNED	  MEDIA                           ...
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                           ...
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
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Email marketing for pr

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Email marketing for pr

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

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