EMAIL MARKETING FOR MARKETING AND PR Christopher S. Penn, Vice President, Marketing Technology
EMAIL MARKETING FOR MARKETING AND PR
Christopher S. Penn, Vice President, Marketing Technology
AGENCY INTRODUCTION
SHIFT COMMUNICATIONS
2012 DIGITAL/SOCIAL AGENCY OF THE YEAR
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS
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.”
BOSTON
NEW YORK
SAN FRANCISCO
100+ PROFESSIONALS
EMPLOYEE STOCK OPTION PLAN
TECH AND CONSUMER EXPERIENCE
COAST TO COAST AGENCY FACTSAWARD-WINNING
CLIENT EXPERIENCE
THE BIG PICTURE
MEDIA UNIVERSE
MEDIA
MARKETING
SALES
AUDIENCE
LEADS
REVENUE
WHY EMAIL?
$40 EARNED PER $1 SPENT
EARNED MEDIA STRATEGY
EARNED MEDIA STRATEGY
• 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.
RESEARCH
CREATIVE
CONTENT EARNED MEDIA ANALYTICS
MESSAGING
OWNED MEDIA
PAID MEDIA
MARKETING
EARNED MEDIA STRATEGY
• EMAIL fits in all three forms of mediaPaid: list rentals or send-on-behalfOwned: your house listEarned: mentions in other people’s news
RESEARCH
CREATIVE
CONTENT EARNED MEDIA ANALYTICS
MESSAGING
OWNED MEDIA
PAID MEDIA
MARKETING
WHAT ABOUT EMAIL?
THE WORLD OF EMAIL MARKETING
CONTENT
DELIVERY METRICS
LIST PLATFORM
STRATEGY
STRATEGY
STRATEGY
WHATWHEN
WHERE
STRATEGY
168 HOURTESTING
STRATEGY
SHIP WEEKLY
CONTENT
CONTENT
RELEVANTTIMELY
TARGETEDVALUABLE
CONTENT
CONTENT PROCESS
WEBINAR > BLOG >
CURATION > EMAIL > EBOOK
BE MOBILE
CONTENT PROCESS
WHERE DOES THE CONTENT COME FROM?
REINFORCE THE LOOPS
• 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.
RESEARCH
CREATIVE
CONTENT EARNED MEDIA ANALYTICS
MESSAGING
OWNED MEDIA
PAID MEDIA
MARKETING
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
SPFSENDER ID
DKIMDMARC
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