Converting marketing prospects into marketing opportunities through email outreach is more than just sending out an email to the right person. PR is all about relationships, a company’s relationship with its customers, employees, journalists, influencers, and even their competition. They can create and develop relationships through cold and warm outreach, social media, live events, paid advertising, and other strategies.

When it comes to cold and/warm outreach, a meaningful way to stand out from the crowd is to make them personalized and individual to their company and brand. Research and customization play a vital role in effective email marketing.

In this article, we will look at:

1) What is email marketing?

2) Types of cold emails in marketing

3) Cold Outreach Tips for Digital PR

What is email marketing? 

Email marketing is the process of sending out messages and information about a company through email to targeted consumers. Email marketing can be used to increase sales, improve brand loyalty, and deliver critical information. Having an email marketing strategy provides companies with the means to reach out to potential customers, attract possible media outlets, and retain existing by encouraging repeat visits.

The main element of email marketing is sending out to get the attention of media outlets and their target audience. A perfect email pitch should have a hook, a clear call-to-action, and a great value proposition. The hook is the unique story angle that a company is pitching and should connect to the topic or story. It is the first thing that a journalist will read and will determine whether they will open the email or not. The call-to-action is the part of an email that includes a specific action that a company wants its target audience to take after reading the email. They need to ask the question of what they want the recipient to do. Whether it is trying to achieve media coverage or publishing an update, they need to be clear on the call to action.

The value proposition is also fundamental because it is where a company makes clear to a journalist/media outlet why they should cover the story, how the topic connects to a larger topic or issue, and why it would benefit their target and potential audience. It is important to note that even if it is a cold email, it doesn’t mean that it can’t be personalized to their target journalist.

Email marketing is an essential part of any company’s marketing strategy. However, with so many different responsibilities and actions that need to be taken for a successful company, some components may not get the proper attention. If that is the case, PR agencies and professionals like Pressfarm are there to help in that email marketing process. They help companies create email pitches, press releases, and press kits with the information provided. They help improve a company’s online visibility and help them find their perfect media match.

Types of cold emails in marketing 

1) Media pitch email 

A media pitch email is a process of trying to pitch information about a company’s product or service to journalists and people with influence in their industry to obtain media coverage and get extra exposure to the company. We will look at some tips later on in this article.

2) Brand pitch email 

A brand pitch email is when a company is also trying to obtain media attention. Rather than contacting journalists, they may suggest a collaboration between the company and a company that they are interested in or has an audience relevant to the company. The outreach can be a win-win for both parties.

3) Link building an email 

It relies heavily on SEO and aims to get an inbound link back to one of a company’s resources.

Other email formats can include:

Content promotion email, which can help a company get more mentions, links, or coverage.

  • Networking email, which is a way to start developing relationships with target journalists and audiences.
  • Sales email, which aims to sell a product/service or move it down the sales funnel.

Cold outreach tips for Digital PR 

Before even sending out an email, a company needs to follow a few things to improve their performance in their email marketing campaign.

1) Identify the ideal prospects & their needs 

A common mistake that individuals and companies make when doing email marketing is jumping into it without fully understanding the positives, negatives, and possible issues that may arise from it. By not taking the time to get into their target audience’s mindset, companies run the risk of getting their cold emails deleted or getting marked as spam. They need to do their research to figure out what content and craft their email to a specific audience. Everything from who the journalist is, their body of work, their readers, their publication, and any other information should be considered in their research.

2) Eye-catching subject lines 

As mentioned before, the hook or subject line is what a journalist will read first when going through email pitches. A primary reason why email pitches are not getting read is that their subject line is generic, boring, repetitive, or unprofessional. By creating eye-catching subject lines customized to the time, situation, and type of person they are dealing with, companies have a higher open rate when it comes to cold emails.

3) Cut to the chase 

At the moment, people seem not to have time to waste on useless information. In a journalist’s eyes, they do not have very long to go through hundreds of emails a day. Rather than writing an email that is very long-winded and full of fluff and formalities, companies should cut to the chase as soon as possible. It should be short, informative, and to the point.

4) Focus on “their” benefit 

While Public relations may be a mutually beneficial relationship between a company and a journalist, it takes some time and patience to achieve. At the beginning of any relationship of this sort, it is always the company that will send out the first email to get the journalist’s attention. Because it is a new relationship, the target journalist may likely have little to no information about the company.

In this case, companies should discuss the topic of the email and focus on how their story can benefit the journalist. Perhaps it can help them achieve higher authority in the industry or provides them with something that will help them with their target audience.

5) Include all contact information

One benefit of including all contact information is it provides many channels for target journalists and audiences to contact the company. It also develops a higher level of trust through the industry because it legitimizes the business and establishes credibility.

6) Consistent follow-up emails 

While it may not be a good idea to continually bombard or harass journalists with follow-up emails, having a well-constructed follow-up email can be the reason why journalists take more interest in a topic. Companies should also create a crisis management plan for follow-up emails to be written according to reactions from their initial cold outreach. They could include emails to prospects who did not open the email, who didn’t respond, and other factors.

7) Follow the referral technique 

Referrals are among the most effective & efficient ways to get new customers by asking existing customers to recommend that the company establish trust and remove the most significant barrier in cold emailing. People tend to trust people that they know and their reviews.


Cold outreach can seem like a rather daunting task. For the research process to distribution, it takes a lot of time and effort to achieve media coverage. However, with the right materials, useful tips, and possible help from PR professionals, a company will achieve success in the media outreach efforts.

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