8 Best Practices of Email Campaigns for Public Relations

8 Best Practices of Email Campaigns for Public Relations

Email Campaigns and PR | Blueprint

Think for a moment about how you receive most of your news each day. How much of it comes from online sources?

Whether it’s stories shared on Facebook and Twitter or articles featured on web portals like Google News and Fark, consuming news has become a nearly seamless part of navigating the internet.

In response, journalism is moving online, bringing it into the realm of new media. And when journalism changes, so must your approach to public relations.

Using Email Campaigns for Public Relations

Recents polls show that journalists overwhelmingly prefer receiving media kits via email over more traditional methods. With that in mind, you need to know how to optimize your kit for email and craft it to stand out in the best way possible.

1. Highly Branded

Ensure that your PR kit email shares a unique story about your brand. Position your logo and colors for easy recognition and be sure that they are well represented. Include graphs or infographics as a visually engaging way to tell your story.

2. Minimize Preview Pane Count

Most people have images blocked from downloading automatically in emails. So, if the bulk of your email is made up of images, all that will show initially is a bunch of empty panes, which won’t grab anyone’s attention. It’s okay to use a couple of small pictures, but make sure they don’t push all of the important information below the fold.

3. Make Good Use of “From” and “Subject” Forms

Use your company name in the “from” field, it’s more recognizable than your name. And remember that the subject is your headline; make it clear and attention-grabbing.

Also, remember that your mobile pre-header is essentially a meta description for your email and should support the headline. Make sure it’s a clear and relevant summary of your brand’s story, but keep it within 100 characters.

4. Avoid Spam Filter Triggers

Even the best email blast is a waste of time and energy if it never actually makes it into a journalist or blogger’s inbox. Don’t tempt the spam filter by using spammy words (just do a quick search if you’re unsure) and avoid excessive capitalization.

5. Include Embed Codes and Transferable Assets

The easier you make it to share your content, the more often it will be shared. Make the journalist’s job a little simpler by including embed codes with any images, slideshows and videos, and supplying written content that can be easily quoted or simply grabbed and reused.

6. Include a Sidebar

You don’t want to crowd your email with too much information, so it’s better to stick with your story and include a sidebar with links to additional company information (bios, summary of services and testimonials). This is also a great place to add social media bookmarks.

7. Never Add Attachments

Any information you want to include in your media kit email should be in the email itself or accessible via a link in the email. Everything about your kit should be convenient for the reader and downloading an attachment is simply not worth the time, especially on mobile.

8. Target Wisely

You may think you’ll beat the crowd if your email is waiting for journalists at the start of the day. That’s what the crowd thinks too.

Don’t let your PR kit get lost in a mountain of emails that will be blearily sorted through first thing in the morning. Think about when people are typically at their desks and send your kit at that time. Your email is much more likely to get proper attention if it’s read as soon as it arrives.

Improve Your Email Campaigns

These are just general guidelines, but by following them you can give your brand an edge in this changing digital PR landscape.

By: Victoria Vener
  • Chuniq Inpower

    Ah yes, one of my favorite topics (PUBLIC RELATIONS!!). Email campaigns can be very useful for companies when used properly. The tips you shared here should be industry standard and mandatory for building email campaigns that amplify your brand’s story and shares important news. At a previous position, I managed our email campaigns with over 125,000 monthly subscribers (with 1-3,000 new subscribers being added monthly).

    Although we were not communicating solely with the media, with this large database, the same best practices were applicable and important to remember to increase open rates, CTR and conversions. Thank you for sharing!

  • Joshua Bains

    These are great tips for emails, which should be short enough not to offend and long enough to say what they need.

  • Jeff Cline

    Some great advise, specifically in regards to attachments. As digital professionals we are constantly filtering thorough hundreds of emails daily – great subject and compelling content will make me stop and look. An attachment can send a red flag or suspicions of malware or viruses so best to avoid in an unsolicited message and reserved until requested. Build the right Call to action into your message and use those content download request to build future more targeted email lists for “interested” prospects.

  • Adam Baxter

    Great tips! This is very important to get right as nobody wants to feel like they’re getting spammed.

  • Thanks, Victoria. These are all good tips for email campaigns. I would also add including some way for people to opt-in. I think people respond better when they choose to subscribe to your emails. You don’t want journalists or other recipients to think you are sending them spam.

  • Jason Corrigan

    Great article Victoria! E-mail marketing’s value is extremely profound and not utilized enough.

    Just think about how many times a day you check your cell phone to see if you received new e-mails.

    If you are able to strategically create attractive titles that provoke consumers to click through and engage in your message, the conversion rates are out of this world!


  • Elizabeth Weaver

    Awesome stuff, Victoria. Email marketing is something that I’d like to learn much more about. Thanks for sharing these insights. I love your point about making sure the timing is right. I probably miss so many sales-y emails regarding things I’d actually be interested in just because I’m too lazy to weed through a flooded inbox. That’s a great tip!