A common mistake that brands make when scoring a big media hit is letting it fizzle out. To increase the buzz around a quote in an article or a broadcast appearance brands should be sharing it on their social media channels, but they often neglect the power of email marketing.
Email marketing is a powerful component of PR and thought leadership strategy. PR can turn into lead generation opportunities, while strong email marketing tactics can also play a huge part in brand recognition. If you have yet to set up your email marketing campaign, here are a few best practices to keep in mind.
Newsletters And E-Blasts
According to Campaign Monitor, email newsletters are a “type of email that informs your audience of the latest news, tips, or updates about your product or company.” Including your recent media placements in your email newsletters shows your audience a third-party endorsement that increases your brand’s credibility.
E-mail newsletters are vital to keep your clients and prospects up to date with your latest media activity. The simple task of adding press hits to your newsletter is an effective way to leverage your PR success. Not only can you send previous press hits, but you can utilize your audience to promote scheduled media appearances as well.
Email Marketing Best Practices
- Make sure you are sending your emails to the appropriate audience. You can create different email groups that group together your clients, your newsletter subscribers or a list of prospects.
- Use a catchy headline to capture your audiences’ eyes. Your headline should be clear and eye-catching to provide context of what the email is about, and to encourage your audience to open the message.
- Use the body of the email to showcase your media hit and further explain your brand’s mission and your expertise.
- Of course, link to the media hit or the PR success you’re showcasing. This can be a quote in the Wall Street Journal or an industry award you won. You can also embed a video if you’re featuring a broadcast appearance.
Why You Need To Utilize Email Marketing
Email marketing is a simple, yet effective way to ensure your media hits are getting to your target audience, since you can completely customize who you’re sending your email to. Your email blasts also reach a very large audience, depending on the size of your email lists. With a personalized email being sent straight to your target audience’s inbox, this also encourages them to engage with your brand more.
While sharing interview placements and media mentions on LinkedIn and other social media channels is a great way to create buzz around your media hit, your audience will feel special knowing you sent them an email personally. Be sure to let them know of any upcoming broadcast appearances so they can tune in and watch live. They will recognize you as a trusted expert in your industry, and your brand will benefit.
Lexie Kilpatrick is an Assistant Account Executive at Flackable, an award-winning public relations agency representing financial and professional services brands nationwide. To learn more about Flackable, please visit flackable.com.