Category Archive for: Email marketing

crisis issue

Crisis Issue? Own It: Shark Week Case Study, Part 4

Miss earlier posts in this series? Check out part 1, part 2 and part 3 before diving into the below.  Despite G.W.’s best efforts, the Shark Week crisis issue is really hammer(head)ing his donut business. He’s done his research so he knows that sharks are getting a bad rep for no good reason, but his…

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How DOES Mobile Change The Brandscape?

Today, with over 2 billion smartphones in use, the ways in which consumers experience brands is fundamentally different. This is no fad – it is projected that by 2020, 80% of adults on Earth will have a smart phone. The way we think of the “internet” as a place for brands must fundamentally change to…

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Don’t Be Outdated: Why It’s Important to Refresh Your Models

It’s becoming more fashionable to claim that your PR and marketing is “data-driven,” but what exactly does that mean? It means we evaluate our situation honestly, using the most unbiased tools at our disposal. This often means using data about our current market or audience to create a model. A model is simply a substitute…

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Tips for Email Marketing

How often do you check out of a store and get asked for your email address? Pretty often, I’d wager. Email marketing is a great way to stay in touch with your customers, but there are several things you want to keep in mind when crafting your plan. How Often They’re Sent Consistency is a…

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3 Small Gmail Tools with Big Impact for PR & Marketing Pros

Ever send an email you instantly regretted? Of course you have. We all have. The misspelled name. The forgotten attachment. The horror of the accidental “reply all.” We can check, double check and triple check every email before sending, but occasionally human error gets in the way. As PR pros, I’m sure everyone has felt…

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The Recipe for a Good Newsletter

At SHIFT, one of our favorite pieces of content we create is our weekly newsletter. It’s a way for us to check in with our audience each week and provide them an easy one-stop shop for the latest PR and marketing news. We were especially proud to see it awarded as the Best Electronic Publication/E-newsletter…

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6 Ways to Use Twitter Tailored Audiences for PR and Marketing

When Twitter launched its Tailored Audiences in December, it allowed advertisers to reach audiences that were already visitors of their website using cookies to tie to Twitter IDs. Now, Twitter has expanded Tailored Audience capabilities to include targeting of existing email databases and influencers identified by Twitter ID. Rather than walking you through the how…

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How to avoid spamming in your PR outreach

Yesterday, CafePress VP of Digital Strategy, Jason Falls wrote a post warning PR professionals to ensure their emails are CAN-SPAM compliant, especially when sending them his way. Today, I thought it would be a good time to review what is spam exactly and why it’s the last thing you want to send. The CAN-SPAM Act…

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Weekly email newsletters are a must for long sales cycles

When we first started SHIFT’s weekly newsletter, SHIFT Happens, one of the questions I was asked by our leadership team was, why weekly? After all, going from 3 newsletters in 10 years to weekly seemed to be a bit of a jump. Here’s the short and simple reason why: in order to stay top of…

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3 email delivery protocols to help pitches get delivered

One of the things I’m most surprised at as a former email marketing industry professional is how few organizations have taken the time to do the basic setup steps needed for maximum email deliverability. Forget, for a moment, about clever creative, list growth, great pitches, and advanced strategy. So many organizations don’t have their basic…

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