How To Send Out A Press Release Email

Okay, picture this: You've poured your heart and soul (and probably a terrifying amount of coffee) into launching your groundbreaking new… cat sweater subscription box. (Yes, I said cat sweater subscription box. Don't judge. It's genius, okay?). You're buzzing with excitement, ready to tell the world! You draft the perfect press release, meticulously crafting every word. You even managed to get a picture of Fluffy, your notoriously uncooperative Persian, actually wearing one of the sweaters. The only problem? Sending it out doesn't feel as straightforward as you thought it would. It’s not like sending a birthday email to Aunt Mildred. Do you just...attach it to an email and fire it off to every journalist you can find? Absolutely not. Trust me, that's a one-way ticket to the junk folder.

That's why we're here. Sending out a press release email is an art form. It’s about strategy, finesse, and avoiding looking like you’re spamming the entire internet with your amazing (but potentially niche) cat sweater empire. So, let’s dive into how to do it right, shall we?

Crafting the Perfect Pitch Email

Think of your email as the opening act for your press release. It needs to be compelling enough to make the recipient want to give the main act (your press release) a listen. No pressure, right?

Subject Line: Make it irresistible (but truthful!)

This is your first, and possibly only, chance to grab attention. Be clear, concise, and intriguing. Avoid clickbait at all costs. Trust me, journalists have seen it all. Something like “Revolutionary Cat Sweater Subscription Box Launches – [Your Brand]” is much better than “This Will Change Your Cat’s Life Forever!!!” (Unless, of course, your cat sweaters actually cure cancer. Then, by all means, go wild.).

Here's a quick checklist for crafting that winning subject line:

• Keep it short: Aim for under 60 characters, so it doesn’t get cut off on mobile devices.
• Be specific: Mention the news hook – what's actually newsworthy about your announcement?
• Include your brand name: Helps with brand recognition.
• Avoid hype: No all-caps, excessive exclamation points, or misleading claims.

Think of it like this: if you were a journalist sifting through hundreds of emails, what would make your email stand out? (Besides the inherent awesomeness of cat sweaters, of course.)

The Body: Hook, Line, and Sinker

Okay, they opened your email – congratulations! Now you have to keep them reading. Here’s how:

• Personalize it: Don’t just send a generic email blast. Research the journalist and their beat. Show that you've actually read their work and understand what they cover. For example, "Hi [Journalist Name], I enjoyed your recent article on [Relevant Topic]. I thought you might be interested in..." goes a long way." (Seriously, it does. Do it.)
• Get to the point: Journalists are busy people. Cut the fluff and get straight to the key information. What's the news? Why should they care? Answer these questions in the first paragraph.
• Highlight the key takeaway: What's the most important thing you want them to know? Emphasize it!
• Include a brief summary of your press release: Think of it as a teaser trailer for the main event. Include a couple of key facts or figures to pique their interest.
• Add a call to action: Tell them what you want them to do. "You can find the full press release attached." or "I'd be happy to answer any questions or provide additional information."
• Keep it concise: Aim for 2-3 short paragraphs. Nobody wants to read a novel in their inbox.

And remember, proofread, proofread, proofread! Typos and grammatical errors are a huge turnoff. Get a fresh pair of eyes to review your email before you hit send. (Even better, get three. You can never be too careful!).

Formatting: Keep it Simple, Stupid (KISS)

Formatting matters! A visually appealing email is more likely to be read than a wall of text. Here are a few tips:

• Use a clear and readable font: Arial, Times New Roman, or Calibri are all good choices.
• Keep the font size reasonable: 12pt is generally a safe bet.
• Use bullet points and short paragraphs: Makes it easy to scan and digest the information.
• Use bolding and italics sparingly: To highlight key information, not to make your email look like a ransom note.
• Avoid excessive colors and images: Keep it professional.

Building Your Media List

Okay, you've crafted the perfect email. Now who are you going to send it to? This is where your media list comes in. Building a targeted media list is crucial for getting your press release in front of the right people. Don't just blast it out to every journalist you can find (unless you really want to annoy them).

Research, Research, Research!

Start by identifying the journalists and publications that cover your industry or niche. Who's writing about similar products, services, or topics? Who are the influencers in your space? You want to target journalists who are actually likely to be interested in your story. (So, probably not the gardening columnist for your local newspaper, unless you've somehow managed to make cat sweaters related to gardening. In which case, I'm very interested.).

Here are a few resources to help you build your media list:

• Google Search: Simple, but effective. Search for keywords related to your industry and see who's writing about them.
• Social Media: Follow journalists on Twitter and LinkedIn. See what they're sharing and engaging with.
• Media Databases: Services like Cision, Meltwater, and Prowly provide comprehensive databases of journalists and media outlets. (These can be pricey, but they're a great option if you're serious about PR.)
• Industry Publications: Read industry magazines, newsletters, and websites. Identify the journalists who are covering your space.

Segment Your List

Once you've compiled a list of journalists, segment it based on their beat, publication, or area of interest. This will allow you to personalize your emails and tailor your pitch to each recipient. For example, you might have separate lists for:

• Pet Industry Journalists
• Fashion Bloggers
• Local News Outlets

Think about how you can personalize your pitch to each segment. What's relevant to them? What are they likely to be interested in?

Keep Your List Up-to-Date

Journalists move around. Publications change. Keep your media list fresh by regularly updating it with new contacts and removing old ones. A dead email address is a wasted opportunity. (And a potential source of bounce-back errors, which are never fun.)

Sending Your Email: The Technical Stuff

Okay, you've got your email and your media list. Now it's time to hit send! But before you do, let's cover a few technical considerations.

Choose the Right Sending Method

Don't just use your personal Gmail account to send out hundreds of press release emails. That's a surefire way to get flagged as spam. (And nobody wants that!).

Here are a few options:

• Email Marketing Software: Services like Mailchimp, Constant Contact, and ConvertKit are designed for sending mass emails. They offer features like list management, segmentation, and tracking. (Just be sure to comply with their terms of service regarding press releases. Some prohibit sending to purchased lists.)
• PR Distribution Services: Services like PR Newswire and Business Wire distribute your press release to a wide network of media outlets and journalists. (These services can be expensive, but they can be a good option if you want maximum reach.)
• A Combination of Both: You can use an email marketing software to send personalized pitches to a targeted list of journalists, and then use a PR distribution service to reach a wider audience.

Timing is Everything

When you send your email can make a big difference in whether or not it gets read. Avoid sending emails on weekends or holidays. (Unless you're announcing a Christmas-themed cat sweater. Then, by all means, go for it!).

Generally, mid-week (Tuesday, Wednesday, Thursday) mornings are the best time to send press releases. Journalists are often busy on Mondays catching up from the weekend. And Fridays are usually slow news days, so your release might get lost in the shuffle.

Monitor Your Results

Track your open rates, click-through rates, and media coverage to see how your press release is performing. This will help you learn what works and what doesn't, so you can improve your PR strategy over time. Google Analytics is your friend! (Seriously, get to know it.).

Following Up (Strategically)

Okay, you've sent your email. Now what? Should you just sit back and wait for the media to come flocking to your door? Not exactly. A strategic follow-up can increase your chances of getting coverage. (But there's a fine line between persistent and annoying. Tread carefully.).

Wait a Few Days

Give journalists a few days to review your press release before following up. Don't bombard them with emails immediately after sending. A week is a good rule of thumb. (Unless it's a super time-sensitive announcement. Then, adjust accordingly.).

Keep it Brief and Personalized

Your follow-up email should be short and to the point. Remind the journalist of your initial email and highlight the key takeaway of your press release. Personalize the email to show that you've done your research and understand their beat. "Hi [Journalist Name], I wanted to follow up on my previous email regarding the launch of our revolutionary cat sweater subscription box. I thought you might be interested in the fact that..." (And then, insert a compelling fact or statistic).

Offer Additional Resources

Offer to provide additional information, photos, or interviews. Make it easy for the journalist to get the information they need to write their story. (High-resolution images of Fluffy in his sweaters are a must!).

Don't Be Pushy

If you don't hear back from a journalist after a follow-up email, don't take it personally. They're busy people, and they might not have time to cover your story. Move on and focus on other opportunities. (There are plenty of other journalists in the sea… or, rather, in the media database.).

Final Thoughts

Sending out a press release email is a skill that takes time and practice to master. But by following these tips, you can increase your chances of getting your story covered and reaching a wider audience. Remember to be strategic, personalized, and persistent (but not annoying). And, most importantly, believe in your story! (Even if it's about cat sweaters. Especially if it's about cat sweaters!). Good luck, and may your inbox be filled with positive media coverage!