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