Email can be a great avenue for delivering pitches and getting coverage for your news and events. However, it has to be done correctly. Failing to do things right could cause your emails to end up in SPAM boxes everywhere. Which means you’re just wasting your time and hurting your brand. How can you fix it?
Spend More Time Building Relationships
The number one way you can make sure an email makes it through is by first building a relationship with the recipient. Talk to them on Twitter. Meet them in real person. Comment on their blog. That way, when they get your email, it won’t be completely unsolicited. This reduces the chance that they flag it, which could get more of your emails automatically sent to the SPAM box in the future.
And on a side note, such relationship building will make it more likely that you’ll receive coverage for your pitch in the end. In other words, an unsolicited pitch is much less likely to be accepted.
Skip the Fancy Images and Large Attachments
If you are worried about getting through to the inbox, go text only. When you’re pitching someone, there’s no need to get fancy. They don’t have time to wait for your images to load and they sure don’t have time to download large files. In fact, both will make your emails feel like SPAM even if they aren’t flagged. A better solution is to include a link to your online news room where these images may be.
Really Think Through Your Title
We all know that the idea of a title is to hook the reader so they’ll want to know more information and read the actual email. But you really have to be careful with the technique you employ to get them to open the message. There are far too many marketers out there who write headlines that are completely bogus just to get people to click. The results are:
- The readers feel cheated when they click and find out that the title was deceptive.
- Your messages end up getting flagged as SPAM.
How can you avoid this? Well, take some time figuring out how to craft a convincing subject that is legit. The best way is to focus on the news itself. No lies. No skating around the truth. Just like your press release needs to deliver the gist in the first line, so should your email’s title.
Also, you need to avoid SPAM trigger words in your titles. These are words that email services often see as SPAM indicators. Will they automatically get you flagged? No. But it definitely increases the chances. Here’s a great list of words and phrases to avoid sorted by category. Some of them you obviously won’t be using, like “dig up dirt on your friends” or “meet singles.” But if you look under employment or financial, you might run into some key terms you could possibly use in your pitch title.
I would think this would go without saying, but you might be looking for ways to cut corners. However, let me assure you that sending out a mass pitch is a terrible idea. Let’s look at some reasons why:
- They can tell. No matter how crafty you are with your mass pitch, it’s still going to look like a mass pitch. And what reporter has time for mass emails? They will know. They will delete.
- A mass email is way more likely to get flagged. Mass emails are more likely to be SPAM than individual emails. So email providers are more likely to flag them and put them in SPAM boxes.
- Your press release is already your mass pitch, so to speak. It’s the one document you have crafted to hit a broad audience. That said, the email you send to deliver that press release should be personalized. Make the person feel like you are giving them an exclusive.
Are your emails hitting the SPAM box? What will you change to combat the problem?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download Five (5) Free PR and Press Release eBooks ($67 Value) here: http://www.ereleases.com/offer/bundle.html