The Ultimate PR Edge: Getting Reporters To Open Your E-MailsBy: Bill Stoller
You know that getting publicity is vital to the health of your business. You probably also know that e-mail is the way most publicity seekers get in touch with reporters to score that precious coverage. Hereís what you donít know: The vast majority of e-mails sent to journalists never get read.
Bottom line: if your e-mails donít get read, you have no shot at getting the publicity you so desperately need.
Here's how to beat the odds:
Avoiding the Spam Trap
To an email filter, your humble e-mail pitch may appear to contain an array of trigger words and suspicious phrases. A server that
relayed your message may be on a blacklist - a "do not open" list of known spammers. Or perhaps the filterís having a tough day and has decided to start blocking things arbitrarily. You canít prevent every instance of filter blocking, but you can take some steps to help lessen the chances of your e-mail ending up in a black hole.
The most important step is learning how email filters think, and creating e-mails that avoid the usual pitfalls. Fortunately, youíll find that -- once you can do this -- many spam triggers are easily avoided.
Rather than taking up space here with all the how-toís, allow me to simply direct you a terrific site on the subject: www.wordbiz.com/avoidspamfilters.html
Getting Your E-Mail Opened & Read
After beating the email filter, next up is getting your e-mail opened and read. The key: the subject line. No matter how on- the-money your pitch, a subpar subject line will kill any chance of getting the reporterís attention. Youíve got one shot at getting your e-mail opened, make the most of it with a killer subject line.
Hereís how to do it:
With these three tips in mind, a successful e-mail subject line might read:
[Story Idea]: Linda, Here's a Tip for Your "Cooking with Linda" ColumnThatís a heading that will stand head and shoulders above the rest.
Here are a few more e-mail doís and don'ts:
© Copyright 2004, Bill Stoller
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