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ANATOMY 
OF AN 
EMAIL PITCH
Most news writers publish only 
one story per day
Yet half of them get pitched over 
twenty times per day
How do you cut through the clutter 
with your story?
Not via the S.O.S approach
Sending Out Stuff
What do news writers say about it?
“Make sure it’s relevant – don’t pitch for 
the sake of pitching. I get so many that 
I have to be pretty ruthless. 
Mail Online
“Find out what I cover and send stuff 
that falls in my purview. Find out my 
point of view and look for items that I 
would find persuasive. 
Chicago Tribune
6 
TIPS FOR SENDING 
BETTER EMAIL PITCHES
From: 
1 
A specific ‘from line’ 
Frederik from Prezly 
This tells you who the email is coming from, as well as which 
company I work for… all before you even open my email.
Subject: 
2 
A short and clear subject line 
Relevant, timely & inspire curiosity 
33% open email based on subject line alone. 
Keep it to 50 characters or less. 
list of best practices drawn from analysing 200 million emails
Body: 
3 
A brief & relevant introduction 
I saw your tweet about Gen Y 
employees and thought you might like 
to learn the surprising results of a new 
study. 
Who you are and why you’re reaching out. 
Tie it to something personal.
Body: 
4 
A value proposition 
Your latest article about Gen Y got a lot 
of buzz. Sharing the results of this 
study could be a great follow-up for 
your readers. 
What’s in it for them?
Body: 
5 
Multimedia previews 
News with multimedia gets viewed up to 10 times more 
source 〉
“I begged, begged, PR professionals to 
send video and multiple photos with 
their news releases. 
Clay Morgan, 
Former editor, The Daily News Journal 
source 〉
9.7x 
source 〉 
Press releases with multimedia 
get viewed a lot more 
+ 7.4x 
+ + 
4.3x 
1.8x 
= Attachments, soundbites, charts, interactive,… 
Tweet this
Body: 
6 
A clear next step 
I’d love to answer any questions you 
have about the study. Can we talk for 
15 minutes sometime next week? 
frederik@prezly.com 
++320472656889 
All contact info
GET 
MIND 
READING 
SKILLS
Learn all about your contact 
Do your research before pitching. Look at the 
social profiles of your contacts before crafting 
your email to learn what they care about.
Rapportive is a simple Gmail add-on that automatically shows you 
important social data from people who email you, helping you to 
create a relevant response based on where they live, what they’re 
tweeting about, and any other recent online activity. The information 
appears right in your inbox. 
rapportive.com
Track who responds to your emails 
If you send a lot of pitch emails, tracking them 
manually gets tricky in a hurry. It’s easy, though 
time-consuming, to keep a spreadsheet of 
everyone who writes you back, but for those who 
don’t respond, how do you know whether they’re 
reading your emails or ignoring them?
Yesware is a Gmail add-on that was originally designed for sales 
professionals. Use it to monitor opens, clicks, and responses for every 
email you send to influencers. You can also create templates to 
automate your outreach and track which messages resonate best. 
yesware.com
BECOME 
EVEN 
BETTER 
AT 
PITCHING 
MEDIA
Subscribe to 
our 5-part 
email course 
Crash 
COURSE 
HOW 
to 
PIT CH THE PRESS
And external communication teams at brands 
prezly 
Check a recent case study

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Anatomy of an email pitch

  • 1. ANATOMY OF AN EMAIL PITCH
  • 2. Most news writers publish only one story per day
  • 3. Yet half of them get pitched over twenty times per day
  • 4. How do you cut through the clutter with your story?
  • 5. Not via the S.O.S approach
  • 7. What do news writers say about it?
  • 8. “Make sure it’s relevant – don’t pitch for the sake of pitching. I get so many that I have to be pretty ruthless. Mail Online
  • 9. “Find out what I cover and send stuff that falls in my purview. Find out my point of view and look for items that I would find persuasive. Chicago Tribune
  • 10. 6 TIPS FOR SENDING BETTER EMAIL PITCHES
  • 11. From: 1 A specific ‘from line’ Frederik from Prezly This tells you who the email is coming from, as well as which company I work for… all before you even open my email.
  • 12. Subject: 2 A short and clear subject line Relevant, timely & inspire curiosity 33% open email based on subject line alone. Keep it to 50 characters or less. list of best practices drawn from analysing 200 million emails
  • 13. Body: 3 A brief & relevant introduction I saw your tweet about Gen Y employees and thought you might like to learn the surprising results of a new study. Who you are and why you’re reaching out. Tie it to something personal.
  • 14. Body: 4 A value proposition Your latest article about Gen Y got a lot of buzz. Sharing the results of this study could be a great follow-up for your readers. What’s in it for them?
  • 15. Body: 5 Multimedia previews News with multimedia gets viewed up to 10 times more source 〉
  • 16. “I begged, begged, PR professionals to send video and multiple photos with their news releases. Clay Morgan, Former editor, The Daily News Journal source 〉
  • 17. 9.7x source 〉 Press releases with multimedia get viewed a lot more + 7.4x + + 4.3x 1.8x = Attachments, soundbites, charts, interactive,… Tweet this
  • 18. Body: 6 A clear next step I’d love to answer any questions you have about the study. Can we talk for 15 minutes sometime next week? frederik@prezly.com ++320472656889 All contact info
  • 20. Learn all about your contact Do your research before pitching. Look at the social profiles of your contacts before crafting your email to learn what they care about.
  • 21. Rapportive is a simple Gmail add-on that automatically shows you important social data from people who email you, helping you to create a relevant response based on where they live, what they’re tweeting about, and any other recent online activity. The information appears right in your inbox. rapportive.com
  • 22. Track who responds to your emails If you send a lot of pitch emails, tracking them manually gets tricky in a hurry. It’s easy, though time-consuming, to keep a spreadsheet of everyone who writes you back, but for those who don’t respond, how do you know whether they’re reading your emails or ignoring them?
  • 23. Yesware is a Gmail add-on that was originally designed for sales professionals. Use it to monitor opens, clicks, and responses for every email you send to influencers. You can also create templates to automate your outreach and track which messages resonate best. yesware.com
  • 24. BECOME EVEN BETTER AT PITCHING MEDIA
  • 25. Subscribe to our 5-part email course Crash COURSE HOW to PIT CH THE PRESS
  • 26. And external communication teams at brands prezly Check a recent case study