Tips for Creating Your Email Pitch Campaign

Getting the media’s attention requires a multifaceted approach. Press release distribution to the major news outlets is a first step. Also consider identifying key media representatives and pitching to them. But before you send them your press release, create an email pitch campaign.

1. Know who you’re sending to. Have a list ready, along with why they’ll be interested in your story and the benefit to their readers and audience.
2. Outline what you want to write. Create a rough outline of what you’re going to say to each journalist or media representative. You don’t want to cut and paste or send a mass email to everyone. Each message should be personalized. However you can use the same basic format and information in each message. If you identify that information and the key details, it’ll make writing the personalized pitch to each journalist much more efficient.
3. Have your links ready. In addition to your press release link (which should be ready and working; be sure to test it) also include and test any additional links you might want to include. Consider social media links, media page links, website and blog links.
4. Have a goal. What do you want or expect to happen after you send this email? What is your goal? Do you have a call to action written and ready? Are you prepared to follow through if the media representative takes the next step and replies to you?
5. What’s your subject line? Work on writing a subject line that will hook your reader. It’s important to capture attention by immediately calling out something relevant to their audience. It’s also essential to be succinct. Aim for less than 50 characters and begin with your important keywords. Finally, make sure it reflects what’s inside the email.
6. Be short and succinct. Keep your pitch to two or three short paragraphs. You should be able to get your message across and connect with media representatives in less than a few hundred words.
7. Be professional. Write an email, not a sales pitch. Don’t add any unnecessary formatting to your message. For example, don’t write words in ALL CAPS because it looks like you’re screaming at the journalist. You’re writing a short and professional message. Make sure that your content is well received.

Once you’ve developed relationships with a few key media representatives in your industry, work hard to maintain those relationships. Reach out to them with your future press releases and remind them that you’ve worked together before. The media can be a valuable asset to growing your business and your bottom line.

Mike