ANATOMYOF AN EMAIL PITCH

Most news writers publish only one story per day

Yet half of them get pitched over twenty times per day

How do you cut through the clutter with your story?

Not via the S.O.S approach

Sending Out Stuff

What do news writers say about it?

“Make sure it’s relevant – don’t pitch for the sake of pitching. I get so many that I have to be pretty ruthless.Mail Online

“Find out what I cover and send stuff that falls in my purview. Find out my point of view and look for items that I would find persuasive.Chicago Tribune

6TIPS FOR SENDING

BETTER EMAIL PITCHES

From:

A specific ‘from line’

1

Frederik from Prezly

This tells you who the email is coming from, as well as which company I work for… all before you even open my email.

Subject:

A short and clear subject line

2

Relevant, timely & inspire curiosity

33% open email based on subject line alone. Keep it to 50 characters or less.

list of best practices drawn from analysing 200 million emails

Body:

A brief & relevant introduction

3

I saw your tweet about Gen Y employees and thought you might like to learn the surprising results of a new study.

Who you are and why you’re reaching out.Tie it to something personal.

Body:

A value proposition

4

Your latest article about Gen Y got a lot of buzz. Sharing the results of this study could be a great follow-up for your readers.

What’s in it for them?

Body:

Multimedia previews

5

News with multimedia gets viewed up to 10 times more

source 〉

“I begged, begged, PR professionals to send video and multiple photos with their news releases.

Clay Morgan,Former editor, The Daily News Journal

source 〉

source 〉

9.7x

7.4x+

+ +

4.3x

1.8x

= Attachments, soundbites, charts, interactive,…

Press releases with multimedia get viewed a lot more

Tweet this

Body:

A clear next step

6

I’d love to answer any questions you have about the study. Can we talk for 15 minutes sometime next week?

frederik@prezly.com ++320472656889

All contact info

GET MIND READING SKILLS

Learn all about your contact

Do your research before pitching. Look at the social profiles of your contacts before crafting

your email to learn what they care about.

rapportive.com

Rapportive is a simple Gmail add-on that automatically shows you important social data from people who email you, helping you to create a relevant response based on where they live, what they’re

tweeting about, and any other recent online activity. The information appears right in your inbox.

Track who responds to your emails

If you send a lot of pitch emails, tracking them manually gets tricky in a hurry. It’s easy, though

time-consuming, to keep a spreadsheet of everyone who writes you back, but for those who don’t respond, how do you know whether they’re

reading your emails or ignoring them?

Yesware is a Gmail add-on that was originally designed for sales professionals. Use it to monitor opens, clicks, and responses for every

email you send to influencers. You can also create templates to automate your outreach and track which messages resonate best.

yesware.com

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HOW

PITCH THE PRESS

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