We all receive a lot of emails. We also send a lot. This is especially true for those working in public relations. At times it can feel like we should be called “professional emailers” instead of “publicists”. All the more reason for you to put thought and care into each one you write so they will stand out from the e-clutter of inboxes.
Here are ClutchPR’s tried and tested methods for writing killer emails, so you can be confident recipients won’t only open your messages, but pay attention, and maybe even stand up and cheer.
Time of day – Emails sent at the beginning of the day or lunch time have the best response rate. And Tuesday to Thursday is the best part of the week. On Monday people’s eyes are barely open, and Friday they have one foot out the door.
Subject lines – Keep them short and to the point. Subject lines with only three to four words get the best response. That being said, subject lines that are personalized and create a sense of urgency (for instance, including the word ‘tomorrow’) are opened more often. And you have to include one – emails that have no subject line are opened only 14 per cent of the time (Boomerang). Thirty-three per cent of people admit to opening the email based on the subject line alone, and the rate jumps to 85 per cent for journalists (Convince&Convert).
Attitude – Stay positive as you write your email. Just as people can tell if you’re smiling during a phone call, a negative attitude will drip from your fingers onto your keyboard. A ClutchPR trick of the trade – find a photo of the recipient and picture them being positive and responsive as you write the email.
Keep it short and simple – Emails with between 50 and 125 words have a 50 per cent response rate, which declines after you pass 125 words (Boomerang). By all means, include all the relevant information, especially if the email is a first outreach rather than in the middle of a chain, but try to be clear and concise.
Include questions – Make sure your message not only ends with a clear call-to-action (what you’d like the recipient to do), but phrase it as a personalized question. A question mark right above your sign-off will remind the recipient you’re eagerly waiting to hear back.
For more advice on doing your own PR, check out ClutchPR’s Get Press Now kit.
