Email Marketing

Email marketing has been called the digital glue of the social world. There’s a lot of truth to that statement; email is the only reliable push mechanism to reach out to people that works at scale. Certainly, you can direct message someone on Twitter or private message someone on Facebook or pick up the phone and call them, but these each have constraints.
So how does email marketing, email outreach, fit into the world of public relations? The world of the media – both old media and new media – is powered by attention. When someone is paying significant attention to you for any reason, more people come your way. Reporters are more likely to give you a call. Bloggers are more likely to ask to guest post or ask if you want to guest post. People are more likely to share your stuff socially.
EARNED MEDIA DOES A GREAT JOB OF GETTING YOU THE INITIAL ATTENTION.
Get a placement in the New York Times, TMZ, the Weather Channel, Bloomberg or wherever it is that your audience pays attention regularly, and you’ll get a share of that attention.
THE HARD PART FOR THE AVERAGE DIGITAL COMMUNICATOR THEN BECOMES KEEPING THAT ATTENTION.
Attention-capture mechanisms like email are absolutely vital for making the most of your earned media strategy. When people see your name, your product’s name, or your brand’s name in the media outlet of their choice, they tend to go searching for it. They tend to go type in your website’s address. They tend to seek you out for a brief period of time, when you are top of mind to them.