4 Tips for Creating a Compelling Email Pitch
As an email marketer at Cision, I’m always challenged with finding ways to engage prospects with our brand. Email is still a highly effective tool for reaching a target audience, and unfortunately, the rest of the world knows it, too. This means that every sent email competes with a lot of inbox clutter.
When you pitch to journalists and bloggers, you face many of the same challenges as email marketers. You want your pitches to stand out, be read and ultimately generate an action. But it’s easy for those emails to go unnoticed. Here are some tips I rely on for sending effective emails:
1) Hook them with a superb subject line. Are you hosting an event in their area? Promoting a product relevant to their readership? Capture attention by immediately calling out something relevant. But be succinct—it’s easy for subject lines to get cut off. Aim for less than 50 characters and begin with your important keywords. Finally, make sure it reflects what’s inside the email. Otherwise, you risk upsetting the openers.
2) Keep it simple. This applies not only to the content of your email, but its appearance/layout, too. When you provide an overwhelming amount of information, images and other distractions, you create friction for readers. Focus on making it easy to skim your message with a simple layout, short blocks of text and bullets where possible. Don’t scare off recipients as soon as they open it.
3) Be relevant or be deleted. One of the best aspects of email is that you can personalize your content. All too often, we hear journalists complain about receiving irrelevant pitches. Differentiate yourself by taking time to read their articles. Use tools like Cision’s Media Database to gain insights into specific journalists’ pitching preferences, and when they’re planning to cover certain topics. Once you determine their interests, you can tailor your pitches to answer the question, “Why should I care?”
4) Have a desired outcome. What do you want the recipients to do? Interview your client? Feature your product in their gift guides? List your event? The clearer you can be in your call-to-action, the more likely you are to receive the outcome. Provide a specific request, and make it easy for recipients to follow up with you.
Email is a powerful tool if used effectively. I hope you’ll keep these tips top-of-mind when you send your next pitch.
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Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.