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Eight essential tips for getting the best results from email pitching

Email marketing

Email is one of the most widely used communications tools in the world. From everyday reminders to newsletters to brand updates, professionals across all industries use email as a portal to discover — and as part of their overall decision-making process.

But recipients often have an inbox overflowing with messages.

How can we ensure our all-important message arrives in the inboxes of those who can truly use it?

Here are eight important tips for anyone managing email pitching.

Stay relevant

Searching for information on media contracts can be difficult and tedious, but it is necessary to have context and up-to-date details to ensure your messaging is relevant and your pitch stays out of the junk box.

Be consistent

Reliability is key for retention. Readers will come to expect your company’s message at a certain time or on a specific day. Create a schedule, whether it is weekly, biweekly, or monthly, and stick to it as often as you can. Test and adjust the schedule if results are lower than expected.

Timeliness is key

Find the right opportunity to make the most impact. Generally, it is best to send emails to a B2B audience from Tuesday through Thursday. The best times of the day to send are just after the start of the day — at around 9:30 a.m. — or just after lunch — at around 1:30 p.m. Avoid sending B2B emails after 4 p.m. or on the weekend; many employees are away from their professional emails at the end of the day or on weekends.

However, the schedule for sending B2C emails should follow a different path. The times that work best for these are between 5 p.m. and 8 p.m. Tuesday through Thursday, or between Friday evening and Sunday afternoon. That is when consumers are checking their phones, tablets, or personal computers.

Choose the best sender address

Making the “from name” for messages either your company name or the name of a person that works at your company will help ensure better recognition.

Once that name is chosen, keep it consistent. During the split-second timing when subscribers decide whether or not to open an email, one of the most important decision-making factors is whether the “from name” is familiar or appears credible.

Include both a plain text and an HTML version

If a plain text message is not included, approximately 5% of recipients will see a message with nothing in it.

Avoid using ALL CAPS or multiple exclamation points!!!

Either of these will trigger spam filters. Looking at it from a common-sense perspective, it’s similar to yelling at someone in email form, which few people appreciate. While there isn’t one term that will trigger spam filters, suspicious sender names, URLs that redirect, bad punctuation or over-punctuation, and poor formatting are more than likely to raise a flag for recipient email providers. There is a chance an all caps email may get through to a recipient, but more often than not, it will get flagged and sent to spam.

Constantly refresh recipient lists

Rebuild lists after each outreach opportunity to avoid getting tuned out by your subscribers.

  • Lists should be targeted, whenever possible. Make sure to read pitching preferences and profiles for additional insights to ensure recipients are a good fit for the distribution.
  • Contacts and coverage can change; overusing the same contacts for unrelated coverage lowers the likelihood of engagement.
  • By using a program such as Cision’s email distribution reports, users can see who engaged (to add those people for future outreach) and who didn’t (to remove those people from their lists).
Consider using Cision Comms Cloud’s database

Last, but certainly not least, influencers in the Comms Cloud receive rigorous attention to detail, are thoroughly researched, and are contacted for confirmation on coverage, pitching preferences, and outreach information.

With the Comms Cloud, users can easily review influencer bios, recent work, and social engagement — all in one space.


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