Its all in the subject
Good publicity writers think the only way to get an email read is to give the facts. A copywriter believes it is how creative you are that gets people to read an email. So who is right? Both.
You need to put on the creative thinking cap when writing powerful emails that can generate a publicity story, or get an article published. So what are the tricks to getting emails read? No silver bullet when it comes to the media. Just keep the creative in check. Don’t lie or twist (pr people like a publicity twist when possible) the truth. Give your recipient a reason to open the email, then provide them with the information you said you would. Otherwise, your name, company, can be put into the "do not read" list.
There is a top 10 list of ways to make your emails read, and this can apply to B2B, consumers and even the media. Just keep your mind open to the audience your are addressing to.
A good report titled “Ten E-mail starters to break writers block” will give you some good sampling of what I am telling you to do.
Publicity people and pr clients need to read these top 10 and see how to make the rules apply to your specific situation. The writer is giving you some tools, now you need to adapt them to your publicity campaign. If you are developing an email campaign, then all you need to do is follow the steps.
Improve your image with better emails
The old saying that "Timing is Everything" is true in advertising, publicity and now email marketing.
How do you get better responses to your emails? This is a question we are asked many times by our pr clients and advertising clients. The answer is to make sure your emails are timely. This sounds like common sense, and it is. But think about how many emails you receive daily from customers, clients, and friends, and which ones you open first to read. Even junk emails campaigns use this technique to get you to respond.
An article by Robert Bly gives illustrative examples about this same topic. He mentions that some financial companies use this technique wisely. Another interesting point is to use news embedded into the copy. Make your email or publicity release (the one that goes to clients and potential customers) be somewhat newsworthy by including a current item that relates to your email.
An example was when a financial publisher used a photo of Martha Stewart and the "subject" was "Stay one step ahead of the stock market, just like Martha Stewart…but without her legal liability."
This is clever thinking and good use of publicity in email marketing.
Another good tip by Mr. Bly is to give something away in your email. Not necessarily a product, but information. Provide a tip, or something useful in the market you are in.
Why? Because people expect to receive free stuff on the internet. Knowing this, offer them something of value, and the potential client may read further and contact you for more information about your service or product.
Try these simple tips and then read Mr. Bly’s article for a third tip.