“If only our clients would read our emails all the way through, our business would be booming!” Sound familiar? Most businesses have run into the problem of promotional emails getting deleted with few emails even being opened by the recipients. So why don’t people care about the awesome goods or services we offer? Here are five approaches that ensure your email does not get picked up by local media and potential clients.
1. Overusing exclamation points, question marks, and other punctuation in the email.
Nothing says “Hi, I’m a spam email” faster than a punctuation-loaded subject line. Many times, using this approach will not even make it past many receivers’ spam filters, getting the email a one-way ticket to the spam folder. And let’s be honest, there is not much hope of retrieval from there. When practicing PR online, we must constantly keep small details like this in the back of our mind, as the tiny details may make a world of difference.
2. Using gimmicky phrases and absolutes.
One thing that hinders businesses is the practice of using words that put them at the top of the totem pole when that isn’t necessarily the case. Being the “best” or “number one” competitor in your business class is not quantifiable and makes journalists, clients, and potential clients question your credibility. Also, using cliches and other fluff to boost your organization could also be detrimental.
3. Use of jargon.
Picture this: you walk into a grocery store and ask where the milk is. The clerk, an aspiring scientist, tells you that it’s about five decameters down aisle three. What does this mean to someone who doesn’t know the metric system? Absolutely nothing. The same applies to pitching the media and the public. These people know just about as much about your product or service as any other person. Keep it simple and don’t expect them to know your industry intimately, especially while dealing in a PR online medium. The absence of face-to-face contact may confuse more than enlighten.
4. Capitalization in excess.
WANT TO SOUND LIKE A USED CAR SALESMAN? THEN SEND EMAILS IN ALL CAPS. Not only is this approach distracting, but it also makes the reader feel like you are screaming at them. It is another approach that many spam filters are set to detect and delete.
5. Being dishonest in any manner.
When PR professionals and businesses bend the truth, sugarcoat numbers, or flat out lie, they are ensuring that their credibility goes right down the tubes with media gatekeepers and their publics. Not only do they tarnish their reputation with the individual journalist or blogger but they give their industry a black eye overall. One thing to always keep in mind is that people in the media talk. It is their job, after all.
Email has been a huge asset to the business world since its advent and has made practicing PR online and media relations all the more simple. That being said, it is always good practice to follow up with a phone call to show you are serious about what you do. By following these five guidelines, your pitching power will keep the competition on their toes and keep clients rolling in.Share
About the Author:As founder of PilmerPR, John Pilmer, APR serves as a PR and marketing communications advisor for both emerging and established companies. He offers customers more than 20 years of results-driven business PR and marketing experience. John and the firm have provided PR consultation and campaigns for clients such as Mozy, Novell, AdvancedMD, Certiport, NextPage, ElectraTherm, Altiris, Avamar, EmergeCore Networks, FSLogic, INVISUS, 10x Marketing, MWI, Project Insight, REIC, Seastone, US Synthetic and Funding Universe (now Lendio), among others.