The Email Wars

At eROI we have been fortunate to work with some of the best PR firms in the nation. We have worked to help them understand not only why to use email as a Public Relations Agency outreach tool, but also taught them how to use it to get actionable steps out of it. Now I am going to share some of these ideas with you. 

1. Develop a communications channel that you own. By using an opt in email list for publications, writers, industry analysts, bloggers and others you can establish a direct channel to get your messages out infront of them when you have news to share. 

2. Design an email template that not only matches the brand, but has actionable elements that they can use. We often construct easily editable templates that not only give a good brand experience, but also have attributes that can deliver high resolution 300 dpi or higher images and other assets. 

3. Use the data in your favor. This is the most important part of the use of email marketing with PR. Now that you have delivered the assets you can tell who has read them, what they have done with them, when they downloaded the assets, who might use them, and identify those that have not taken actions so that your PR team can follow up with personal emails or yes… a phone call. 

When PR firms use email it can grow their distribution, tracking, and follow up call efforts. Which in turn creates better actionable plans to make sure that your message and programs are getting in front of those that you want to make sure are going to use them. 

Now this does not mean that the press release it dead, as we think it only ties in better with a full email marketing strategy. If you can leverage the data or read, clicks, and downloads you are closer to having and intelligent conversation with your target audience of influencers and media contacts.

Learn how eROI works with Agency partners for email marketing >>