1. EMAIL MARKETING FOR
MARKETING AND PR
Christopher S. Penn, Vice President, Marketing Technology

2. AGENCY INTRODUCTION

3. SHIFT COMMUNICATIONS
2012 DIGITAL/SOCIAL AGENCY OF THE YEAR BOSTON 100+ PROFESSIONALS
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C
AND B2B MARKETERS NEW YORK EMPLOYEE STOCK OPTION PLAN
SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILL
FEATURE 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