Above The Fold: 10 Tips For Pitching Your Business To The Press

February 26, 2014  |  

Great Subject Lines Will Help You Get Your Emails Opened

In order for your pitch emails to successfully lead to a story about your business, they need to be opened and read.  Which is why having a great subject line can make or break your pitch. Great subject lines are concise, descriptive and give reporters a preview of what’s inside.

Here are two examples:

Bad Subject Line: Product Launch/Review
This is an actual subject line from a recent pitch email I received. If this was sent to a blogger or journalist who has hundreds of unread pitch emails in their inbox, it would probably get deleted or buried under new messages because nothing in the subject line makes you want to open the email.

This subject line also leaves too many questions unanswered: What brand or company is behind this product launch? Do I care about this brand? When is it launching? If it’s not launching soon, can it wait?

It’s this last question of ‘can it wait?’ that is the kiss of death for most pitches.

Good Subject Line: PITCH: New Starbucks K-Cup Blends Launch in March, Samples Available for Review
This is a great subject line because it tells a reporter exactly what they can expect to read inside the pitch email. The name of the brand is stated immediately, so a reporter can decide if it’s something they want to pursue right away. The type of product is listed, which can help a reporter determine if it’s relevant for their audience. The launch date of the new product is clear, which can help a reporter decide if it’s something that should be prioritized and the mention of samples also helps increase the urgency of the pitch and gives the reporter an idea of what type of story they could write.

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