Communications

Get your email pitches opened (and covered!) with these tips

By Anna Henderson
Email pitches

As a PR Pro, writing effective email pitches is a crucial skill to gain that all-important media coverage.

The most important thing is to get the email opened so that you can grip the journalist with your story in the body of the email.

We have some of our top tips for getting your email pitches opened and covered:

Subject lines

Bottom line, your subject line is what’s going to get your email opened. We’ve previously written an extended version of increasing email open rates.

Keep subject lines short, with no more than 40 characters. Most people scan through emails, deciding which ones to open and which to skip over so ensure your subject line is concise and to the point. Subject lines that are too long will cut characters on mobile, further decreasing your open rate chances. Watch out for your word count!

Personalisation

You get two emails, one that’s been sent to crowds of faceless people and the other is from a close friend. Which one are you going to want to open more? Obviously, the more personal one. Personalisation is key to email pitches. Journalists are people and expect to be treated as such. Media lists are lists of people, not just ‘contacts’.

With most of us being time-poor, it can be very difficult to truly personalise every pitch email. However, the least you can do is acknowledge the journalists first name. On the MediaHQ system, we have a ‘first name’ feature that pulls through the journalist’s name so it’s one less thing you have to worry about! By treating someone as a person and not just one of many you have much more chance of your pitch getting covered.

Don’t be afraid to experiment

“But this is the way we’ve always done it” can be a very dangerous mantra in any organisation if what you’re ‘always doing’ isn’t working.

Don’t be afraid to change up your email pitches. If you’ve never put a number or someone’s name in a subject line, try it. If you send out exactly the same email format over and over again and don’t receive much coverage, change it.  As long as you aren’t spamming or sending out irrelevant pitches then experiment to your heart’s content.

With numerous press releases sent from our system making the news daily, we can see what works and what doesn’t. Want your story to make the news? Let us help. Click here for more information or call Gaye on (01) 2541845

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Author

Anna Henderson

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