Three Ways to Write an Effective Email Pitch

Three Ways to Write an Effective Email Pitch

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It’s no mystery that a good email pitch means the life or death of even the most carefully thought through and crafted press release. How to write an email pitch that will engage your media contacts and keep the path to coverage clear and open?

There are various approaches towards constructing an email body. Since I started my PR career, I’ve seen dozens of different email types: from overflowing with text to nearly empty, with just an email footer and a press release attached. No matter which form we decide on, an email should always provide just enough information to engage the recipient. Today I’d like to briefly describe three easy ways of writing email pitches that you should try out if your click rate is too low and your clients expect more media presence.

📐 Keep it short & concise

Probably the easiest one, but often the most time-consuming—to make your email look authentic, it should never be based on the copied & pasted parts of your press release. You should write your email from scratch, include all the key information (Who? What? Where? When? Why? How?) and throw in 1-2 quotes used in the press release (if possible).
Such an email is basically a condensed press release, allowing editors to start working on the piece of news right after reading the email body (if they like the news, of course J).

⌚ For a “bullet” fan

Some time ago, we’ve asked our fellow editors about their favorite formats of email pitches they get from PR people. One of the PR Week (UK edition) editors said that what works best for him is a short message with three-four bullet points presenting the key details about the news. Reason? Such amount of space is enough for him to decide whether he wants to run the story or not; if you’re unable to engage a journalist using such a short form, chances are they won’t be interested in reading the entire press release.
I admit that if I had a choice, I’d love to receive all my emails written in a similar manner. It may not be easy and quick, but it’s sometimes worth to try and write down even your biggest announcement in the form of a three-bullet list.

🔐 All-in-one

It’s good to try this method, especially if your recent click rate is rather disappointing and you want to make sure your media contacts have read the whole news. The main part of the email body should include one or two paragraphs containing the so-called “meat”—the essence; the key details and info that should win the journalists’ attention. Next, after your standard email ending (“Regards, Rafał Sałak”), paste your press release text into a clearly separated section. This way, most editors who open your email will also see the full story (useful when you can’t measure how many people opened the attached/linked material).
Which method is the best? The one that has actually worked in your case, with your story and your media contacts :) Editors have different preferences, which is why we should always try to match our pitch form to their expectations. That’s one way to stand out from the hundreds of similar messages that no one has time to read.
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