Lately I have been obsessed thinking about how PR can add value to email marketers. I know it may seem strange, but traditional definitions around PR are in flux – why wouldn’t we want to include this powerful marketing discipline into our strategic and tactical plans?
The reporter in me needed to know. I researched all the usual places, ‘What Does Brian Solis think? Chris Heuer? Todd Andrlik?’ What do they have to say on the topic?
Turns out, not a lot that I haven’t already heard. For social media folks, I think it makes total sense that we make sure we use every customer and potential customer available in a database to reach with our messages.
Especially here at Eastwick.
Our infamous storyboarding process is the cornerstone of what we do. In fact, it makes my job a whole lot easier. Spreading the word about a product through online channels is a lot easier when you have a cohesive and appealing story that you can use to spread the word. And don’t even get me started on SEO. Our ability to help clients in this arena is, in my (biased) view, unmatched.
But I digress.
So I clearly think we should engage with each and every client and prospective client about their email marketing – their messaging and triggered emails. Can users send the email to a friend? Is that tracked? Does clicking on the email send them to a piece of content? What type of content, text, audio, video or all three? Can they use any social tools such as digg, del.icio.us or Reddit?
And these are just the tactical considerations.
There’s also the concept of qualified lead generation. We can help with that. Again, it comes down to the messages users see. And when you see the stats on who uses email the most, you’d think agencies would be dying to work with their clients on their email marketing strategy and tactical messaging cycle.
But, but perhaps this is too progressive. Perhaps our clients aren’t ready to see us working with them in this typically non-traditional role.
For me, the jury’s out. If you’re a client, prospective client, or just interested in bantering about this topic, please send a comment or two our way.
I like to share my obsessions.
[cross-posted here]
