You may be surprised, but public relations and email marketing have a lot more in common than might first appear. Despite the facts that email marketing is more technology and internet based while PR is more writing based, both seek to achieve a lot of the same goals and can learn from each other.
Every industry is different and has its own language. The email marketing community, too, has its own jargon that sets it apart. Whether you send email campaigns or receive them, you should be aware of the email terminology. However, many PR professionals see email marketing as overly technical and fail to understand its relevant insights.
Below are our top 9 terms you should know relating to email marketing if you work in PR.
- Inbound Marketing
A strategy that uses content marketing, blogs, events, search engine optimisation (SEO) and social media to create brand awareness and attract new business.
- Outbound Marketing
A strategy that reaches consumers by spreading messages across channels, including trade shows, e-shots to purchased lists, cold calling, telemarketing and advertising.
The number of emails that made it to your contacts’ (database) email address.
- Click-Through-Rate (CTR)
The ratio of users who click on a specific link to the number of total users who view a page, email or advertisement. CTR is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.
- Hard Bounce
An email message that’s been returned to the sender because the receiver’s address is invalid. A hard bounce may occur because the domain name doesn’t exist of because the recipient is unknown.
- Soft Bounce
An email message that gets as far as the receiver’s mail server but is bounced back as ‘undelivered’ before it gets to the intended receiver. A soft bounce might occur because the receiver’s inbox is full.
This contains a set of IP addresses that are suspected of sending out unsolicited email (spam). If your sending IP has a high complaint rate, high hard bounce rate or a lot of spam trap addresses you’re more likely to be blacklisted.
- Call To Action (CTA)
Content intended to induce a viewer, reader or listener to carry out a specific activity, typically taking the form of an instruction. For example: ‘Call us today for more information’
- Landing Page
A page designed to provide additional information and promote the email’s CTA. Landing pages typically build brand awareness or promote conversions through offers or content.
PR and email marketing have a lot in common in terms of reaching and educating the general public or key individuals. While email works hard to increase search engine rankings, focusing on the right customer groups and driving social media shares, this isn’t done for its own sake; it’s done to reach interested customers (both current and potential) and communicate with them.
If you’d like help with your PR and email marketing strategy or would like some more information on the subject, then please contact us today on 01785 247588 or click here.