by: 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. Here’s what you don’t know: The vast majority of e-mails sent to journalists never get read.
Bottom line: if your e-mails don’t 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 a spam 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 filter’s having a tough day and has decided to start blocking things arbitrarily. You can’t prevent every instance of spam 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 spam filters think, and creating e-mails that avoid the usual pitfalls. Fortunately, you’ll find that once you can do this many spam triggers are easily avoided.
Rather than taking up space here with all the how-to’s, allow me to simply direct you a terrific site on the subject: http://www.wordbiz.com/avoidspamfilters.html
Getting Your E-Mail Opened & Read
After beating the spam 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 reporter’s attention. You’ve got one shot at getting your e-mail opened, make the most of it with a killer subject line.
Here’s 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" Column
That’s a heading that will stand head and shoulders above the rest.
Here are a few more e-mail do’s and don'ts: Do:
Don’t:
A cool tip: Use Google News (www.news.google.com) to search for recent stories that have appeared relating to your industry or field of interest. Then, e-mail the reporter directly (use a subject line such as Re: Your July 5th piece on electric cars). Give positive feedback on the story and let him know that, next time he’s working an electric car story, he should get in touch, as you’re an expert with provocative things to say. Give a couple of supporting facts to back up the assertion, include your phone number and web link, and ask if he’d like to see a full press kit. This technique really works!