In this article we’ll talk about how to get journalists to open, click, and interact with your email pitches. I came across a recent article by Agility PR Solutions, which issued a breakdown on their recent statistics gained from their database analysing over 4,400 distributions. Before we highlight the most popular times of opens and click through rates retrieved from journalists, we’ll begin with the main fundamentals.
Off the bat, there are five basic principles to be noted and applied towards distributing and outreaching to people. You must establish a personal presence and try to aim for a connection with journalists and writers. Your initial goal is to make sure the action is relevant and that it will appeal to them, whether it’s content, videos, any images or an infographic you’re trying to pitch.
So, how do you accomplish this?
Understanding the fact journalists receive a vast amount of emails every day, you want to inspire them to open yours. There are two ways of doing this. You can expect to imagine when they see another email come through, what would make them draw in towards yours and open it? Something relevant to them, intriguing and engaging is the answer. Based on the research, it appears Monday afternoons are the best times to send your emails.
An example here: https://content.agilitypr.com/hubfs/RoyalBallet-email.pdf
As you can see, the formatting is easy on the eye, structured well, along with some images and has the relevant times and dates of the event in place. Additional information is provided at the bottom in regards to the release for the journalist’s eye. There are further high-resolution images to download, contact information and where the distribution is coming from.
|see full email|
Tuesday around noon is one of the most popular times to send out your material to gain reads and clicks from journalists, according to Agility’s recent update. The most common number of links calculated were around six or seven, all of which typically located to three locations: Dropbox, YouTube and Google Drive.
The database also revealed the emails that produced the top click through rates, which contained 800+ words. So, judging from this, if you’ve got more information to offer, be sure to include it. Just ensure to stay on track and keep their interest throughout.
We’ll be testing out this approach and will feedback the results we’ve gained in an upcoming post. We’ll send out and aim to target around 100+ people and outlets. The update will highlight how many opens and link clicks we receive in comparison to our normal go to traditional methods. From this, we’ll be able to test out and see if the approach is more successful.
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