Tips for more effective email blasts

One of our clients received a prestigious award recently. As his publicist, we prepared a press release, sent it to the appropriate editors, and posted it on the client's website.

We also wanted to share the good news with his customers, vendors, and other industry contacts. Our plan was to send an email blast to his list of contacts, using Constant Contact as our e-mail marketing service. The email was brief; a photo of our client, two short paragraphs, his logo, and some boilerplate about his firm. For those wanting more information, we included a link to the press release on his website.

Our client asked, "Shouldn't we include the text of the press release in the email?"

We included the full text of the press release in the emails we sent to editors. The typical editor needs to scan the entire press release, and decide on the spot whether or not to use the information. Asking an editor to open a link would slow down the process and decrease the likelihood of the copy being read.

But in this case, our email blast was for relationship-building. There is an inverse relationship between the quantity of copy in an email and the likelihood that someone will read it. The email had to be friendly in tone and to the point. We crafted the email to get the most important branding messages into a single email screen.

More, the invitation to click-through to the press release creates an opportunity for engagement that brings the reader to a greater level of commitment than would simply reading the email. In Constant Contact, we are able to track who clicks through, a feature that gives us clues as to which prospects have the most interest.

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