Email Marketing Campaigns: Targeted and Effective Public Relation Marketing(PR marketing)
Email marketing campaigns are actively endorsed by many organizations as part of their public relations marketing (PR marketing) programs. The unscientific approach is often centered around finding a email campaign services company that will blast out one e-mail to their in-house e-mail list. From a tactical perspective this approach is not only flawed, but more importantly, from a strategic perspective this approach is also doomed to failure.
When beginning your double opt-in, permission-based email marketing campaigns, it is fundamental that you have an email campaigns strategy in place that is integrated with your other public relations marketing (PR marketing) programs. Otherwise, your email campains results will be less than satisfactory.
Email marketing campaigns strategy must augment your public relations marketing (PR marketing) campaign. It cannot be the main component from which you make total decisions within your marketing campaign. If your email marketing campaigns are not integrated with a total public relations marketing (PR marketing) campaign, you are limiting your email campaigns' effectiveness. Specifically, every initiative you undertake online should, whenever possible, be integrated with your online presence and offline messaging and activities. This means that collaboration is needed not just from an information point of view but rather timing issues are at play as well as type and variety of the PR marketing campaign. When choosing your email marketing campaigns strategy it will help to remember the following:
- Strategically integrate your email marketing campaigns with the timing of other public relations marketing (PR marketing) programs
- Work with companies that map out a path for email campaigns as a tactical element in your overall public relations marketing (PR marketing) strategy
- Establish email campaigns strategic goals and objectives
- Be clear about your message and know your target audience
- Understand what your success matrix will be
- Determine your email campaigns evaluation process
- Formulate an ongoing email marketing campaigns so each email campaign builds results for future campaigns.
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Email marketing campaigns should be one component of your overall public relations marketing (PR marketing) and Investor awarenss strategy.
Sending out one email is not an email marketing campaign. Email marketing campaigns typically consist of a series of emails conducted over a period of time in a professional manner to a targeted database.
Understanding what you are expecting from your email marketing campaigns is essential to your public relations marketing (PR marketing) success. Being aware of the culture of the Internet is critical. "Online" is a place people go to get information, exchange information, take action and connect with others. It is a culture of immediate gratification where you have three seconds to get someone's attention and assist them to take some action. It is a place where, if I have to work to find my way around, I will abandon that path and move on.
The Internet is a dynamic, self-authoring experience where connections are made through personalization of content, high accessibility and usability of content and tools, facilitated connections, and ongoing dialogue. It is unbounded in its viral abilities and a key channel in a multi-channel public relations marketing (PR marketing) program.
Factors to consider when contemplating your next email marketing campaign:
- Know what outcome you expect - be realistic
- Understand the characteristics of the online medium
- Formulate a long term public relations marketing (PR marketing) strategy
- Do your due diligence and ensure the company is compliant with all the rules for email marketing campaigns
- Create feedback loops to ensure maximum responsiveness between your company and the company doing the email marketing campaigns.
So as you can see there is a lot more to effective email marketing campaigns than sending out one email!
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