The effectiveness of email campaigns in getting a positive ROI is well known. In fact, a successful one can garner as much as $44 for every $1 spent. What’s less talked about, though, is how effective email can be for public relations campaigns. Do you know how you can use this strategy to boost your marketing campaign for an even better ROI?
80% of business decision makers prefer to receive information about a new business or product through articles in renowned third-party publications. On top of that, millennials are 247% more likely to be influenced by third-party sources that give them information on a new topic or trend.
Below are some simple steps to help you build an email campaign for PR that supports your marketing efforts.
Contacting Journalists and Influencers
Journalists overwhelmingly prefer receiving media kits via email to other methods. To stand out from the crowd, you’ll need to keep in mind a few key points when putting your kit or press release together.
Research your audience: Just as you would ensure the right content is sent to the right customer by segmenting your audience for an email marketing campaign, the same should be done when contacting news outlets. Make sure you are sending your PR kit to selected publications whose audiences are most likely to be interested in your story. Email blasting every media outlet and business you can think of is a sure-fire way to court failure.
Personalize: A customer email has higher open and action rates if it’s been personalized. Personalization in email marketing design has been proven to be one of the most effective strategies to increase CTR and ROI. Unsurprisingly, the same goes for emails that are sent to journalists and other influencers. Never start your email with ‘to whom it may concern’. Instead, take a few minutes of your time to find out the name of the person being asked to read your story.
Branding: Your PR email kit should include your logo and colours to guarantee the brand is well represented. You should also be sure you’re sharing a unique and newsworthy story about your business or product due for launch, otherwise it likely won’t be published. Make the information engaging and easy to digest: try graphs and infographics, short clips, and images to illustrate the details.
Be memorable: Using your own name in the sender section of your email makes you easily forgettable. Make sure your company name is proudly displayed here, and don’t forget that the subject line needs to grab the editor’s or journalist’s attention. If it’s not interesting enough to engage the reporter, there’s no chance you will get further distribution from their outlet.
Links and Attachments: When you email a media outlet, be sure that you never include attachments. This is looked down upon, and they won’t be opened. Instead, ensure all the necessary information is available through links and embedded codes. Images, slideshows, videos, and additional content should be given via clickable links. Text should be easily quotable and the most interesting points of your story should be placed at the beginning.
Automation, Segmentation, and Personalization
PR is all about building relationships with the media and other influencers so they can report your business’ developments to their audiences. Automation, segmentation, and personalization already work well for building relationships with customers. The same tactics can and should be used for building future relationships with key influencers.
Your brand can do this by being sure to tailor your press release for their areas of interest, in the format they connect with. Some journalists are going to prefer white papers, while others may make the most of a simple and informative press release that doesn’t take too much effort to re-write. Others still will appreciate a short clip. Remember, emails aren’t just about text.
All of these preferences can be used to help segment your audience and create press kits. Once done, you can automate your emails so they appear in the target inbox at the time it’s most likely to be read. Keep the above tips and hints in mind when building your PR email campaign and you’ll be on the right path for making headlines.