There’s nothing worse than spending a ton of hours on something and seeing all your hard work go down the drain. It’s especially disheartening when you have what you think is a brilliant email PR campaign only to get virtually no response to it at all. You may think you’ve completely failed, but often it’s actually just one or two things that didn’t quite go as planned.
Before you fix up your email campaign to try again, check out the following 4 gaffes you could have made in your previous attempt. Amending them for the future may just save all your woes.
1. Not Very Personalized
Email campaigns often fall into the problem of feeling “mass produced.” You’ve no doubt gotten some of these emails yourself – you can tell right off the bat it was a mass email but with your name stuck in there somewhere. It just doesn’t have the feeling it’s coming from a real human being, which is particularly problematic if you’re a small business who depends on that.
So make sure you personalize each email. Yes, it takes more time, but the results will be worth it. For example, if you’re emailing bloggers, include something in your email about a post of theirs you read. This way they’ll get the feeling you really know who they are which makes it more likely they’ll pay attention to your email.
2. It Looks Spammy
Unless the recipient signed up for your email (or even if they did) there’s a distinct chance they’ll think it’s spam. Put yourself in their shoes: you’re bebopping along doing your blogging or what have you and an email pops up that says “HUGE OPPORTUNITY FOR YOUR BLOG” in the headline. Would you open it?
Reduce the chance for deletion by making everything as reader friendly as possible. Pick a headline that doesn’t come off as creepy or too vague. Clean up your text so it’s not riddled with clichés or promises you can’t keep. Also, if anything at all is in all caps, get rid of it!
3. You Forgot About Smartphones
Woe is the PR pro who forgets about the smartphone users who will read their emails…or better yet, will not read them as the formatting is too weird! Checking email on your phone or tablet is quickly becoming the norm. As recently as December 2012 over 35% of total emails were opened on a smartphone and that number continues to go up all the time.
Make sure your images, videos, and wacky text fonts all work on as many platforms as possible. If a picture is squashing everything too much on your smartphone it will most likely ruin the experience for others as well. Fix it or pay the consequences when the email is just ignored.
4. Not Being Clear Why It’s Important
Why should your recipients care about this email? You can’t just assume they’ll love it because it’s from you. Most of these people you’re emailing likely have no clue who you are. They don’t care if you have a “crazy amazing deal around the corner.” You have to prove to them what you’re saying is true or they’ll delete your email with a quickness.
Be up front with what you’re promising. If you’re looking for a blog exchange, don’t beat around the bush or promise ridiculous stuff like tens of millions of views. Just say you think it would be mutually beneficial and come out and ask. Give realistic expectations and numbers and they’ll give you the time of day.
Do you have any tips for email pitches that actually get responses?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: http://www.ereleases.com/prchecklist.html