Email Writing Tips: Examples & Best Practices for PR

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It’s often that we hear about PR fails, but what about PR successes? We’ve outlined some spot-on email pitches we recently received, why the pitches work, and what other PR professionals can learn from other agencies.

PR Agency: bluetone Marketing & Public Relations
Campaign: iHEAR Medical
Pitch: A Crowdfunding PR Case Study

Why It Works: On our blog, we have a niche audience we cater to: PR professionals. We write on many topics—content marketing, social media, email marketing—but everything we write is geared toward PR professionals. bluetone understood this and targeted their pitch to our interest. The moment the email entered my inbox, I knew by reading the subject line that it was something our audience would be interested in and a story we should cover.

What You Can Learn: We say it often, but now we’re showing it—if you’re pitching by email, the subject line is the first thing your contact will see. Keep it concise and use the space wisely to showcase why they should open your email and read more. I needed nothing more than the subject line of bluetone’s email to know their case study was geared toward our audience and was something I wanted to know more about. When I opened the email, bluetone’s success continued: in four sentences, they shared their results — due to their PR outreach, iHEAR Medical received three times its initial crowdfunding goal AND coverage in more 100 media outlets, including TechCrunch and Forbes.

PR Agency: Creative Media Marketing
Campaign: göt2b
Pitch: The two products Monica could have used in Barbados

Why It Works: Its subject line gives the recipient a case of the giggles. A friend forwarded me this pitch with the note, “Ha! Loving this pitch!” The agency’s reference, of course, was to Monica Geller’s hair crisis in season nine of Friends, when they go to Barbados and Monica’s hair reacts poorly to the humidity. With Friends ruling the Nielsen ratings every year from 1995 to 2004, the agency knew its audience of beauty editors had probably seen or heard of Monica’s hair catastrophe, and had they not, CMM included a photo for our viewing pleasure.

monica geller

What You Can Learn: Find an angle that will capture your contact’s attention. Had CMM sent a pitch that said, “New göt2b Product Now on Shelves!,” it would be easily forgettable. But the subject line conjured all the funnies associated with that episode of Friends and made us open it to read more, and send it to our friends so they could laugh at the reference, too. Knowing your audience will help you utilize creativity like this in your campaigns.

What pitching successes have you witnessed? Whether it’s a great response rate on a pitch you sent out or a pitch that landed in your inbox, we want to hear! Share below.

About Lisa Denten

Lisa Denten is the Social Media Manager of Cision U.S., where she leads social strategy, coordinates the blog editorial calendar and manages public relations campaigns. She regularly hosts Cision webinars, was chosen as a #FollowFriday guest on industry blog Spin Sucks, and has spoken on panels for Inbound Marketing Summit and Publicity Club of Chicago. She worked in the newspaper industry before joining Cision in 2008. Connect with her on LinkedIn or Twitter at @lisaml15.

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