Email Marketing Mistakes: What Not To Do

Reaching a Wider Audience: Pitching Your Product for Review

Let's assume you've conceived of a new product or application, and you've either developed it yourself or commissioned its creation. If expanding its reach is your goal, you've likely considered contacting blogs such as MakeUseOf, relevant magazines, and other media outlets to secure a feature.

As someone who frequently receives such requests – via email, Twitter, and even Facebook – I understand a developer’s enthusiasm to share their work. I'm generally inclined to assist, particularly when the underlying concept is compelling or the execution is particularly strong, or both.

The Importance of Effective Public Relations

However, effective PR is crucial for successfully promoting your product and its ideas. This encompasses several established principles, including proper email etiquette, utilizing common sense, and steering clear of irritating approaches.

A poorly crafted, frustrating PR email can significantly diminish a product’s potential before it even reaches an audience – in my case, that means a lost opportunity for review. The manner in which PR representatives communicate directly impacts how seriously I evaluate the application.

Dos and Don'ts of Product Pitching

Perhaps you are considering application development yourself. If so, the following guidelines offer practical advice for pitching your product for review, outlining both beneficial practices and those to avoid.

Do demonstrate respect for the reviewer’s time.
Do personalize your outreach; avoid generic, mass-mailed messages.
Do clearly articulate the unique value proposition of your product.
Don't bombard reviewers with repeated follow-up emails.
Don't make unsubstantiated claims or exaggerate your product’s capabilities.
Don't disregard the publication’s guidelines for submissions.

Remember, building a positive relationship with reviewers is paramount. A thoughtful and professional approach significantly increases the likelihood of a favorable response.

Ultimately, a well-considered PR strategy can be the difference between obscurity and widespread recognition for your innovative product.

Avoid Generic Emails: Personalize Your Correspondence

Should you have obtained my email address (jessicacw at makeuseof dot com), it’s reasonable to assume you are aware of my given name. Adding a simple salutation like “Hi Jessica” at the start of your message shouldn’t present a significant challenge.

The Importance of a Personal Touch

While the use of pre-written email templates is acceptable, a degree of personalization for the recipient of your request is highly appreciated.

Consider tailoring these responses slightly to acknowledge the individual you are contacting.

This demonstrates respect for their time and consideration.

A personalized approach significantly improves the likelihood of a positive response.

It shows you’ve taken the time to acknowledge them as an individual, rather than simply sending a mass email.

Personalization is a key element in effective communication.

Remember, a small effort in personalization can yield substantial results.

It’s a simple way to make a strong first impression.

Prioritize Brevity: Crafting Concise and Informative Emails

When communicating product ideas via email, avoid excessively long messages. While thoroughness is important, maintaining readability through concise paragraphs is crucial.

Consider the recipient's time. If an email requires significant scrolling, it likely contains more information than necessary.

The Elevator Pitch Approach

Think of your email as an opportunity to deliver an elevator pitch. This means conveying the core benefits of your product or program quickly and effectively.

An elevator pitch should encapsulate the essential details within a short timeframe – similar to the duration of an elevator ride, typically around 30 seconds.

Focus on presenting the fundamental value proposition in a streamlined manner. This ensures the recipient can grasp the key aspects without being overwhelmed by lengthy text.

Effective communication often hinges on brevity. A well-structured, concise email is more likely to capture attention and generate a positive response.

Remember, the goal is to inform, not exhaust. Prioritize clarity and conciseness to maximize the impact of your message.

Avoid Repeated Emails – Focus on a Single, Concise Follow-Up.

It’s crucial to recognize the volume of requests received by reviewers, with numerous individuals simultaneously seeking coverage for their products. A lack of response to your initial email doesn't necessarily indicate disinterest.

The reason for silence could be that a review of your product isn’t currently a good fit, potentially due to similar coverage already existing. Alternatively, other submissions may be prioritized for consideration.

The Importance of Patience and Brevity

Understand that excessive follow-up emails are generally unproductive. More than one or two reminders are rarely necessary when requesting a product review.

Reviewers are often managing a substantial backlog. Repeated emails can actually hinder your chances of a response, rather than expedite the process.

Focus on crafting a compelling initial email that clearly articulates the value of your product and why it would be a good fit for the reviewer’s audience.

Consider the reviewer’s time and workload. A single, well-written follow-up, if needed, demonstrates respect and professionalism.

Remember, a delayed response doesn't equate to a negative one. Patience and a concise approach are key to successful product outreach.

Unsolicited Newsletter Subscriptions: A Practice to Avoid

Some individuals do not perceive the sending of mass emails as impolite. Consequently, they may believe it is acceptable to automate this process by enrolling recipients in newsletters without prior permission. Should you hold this view, please refrain from expecting a positive response to your communications.

The Issue of Consent

Automatically adding someone to a mailing list, even for seemingly benign content, disregards their preferences. This practice can be viewed as intrusive and disrespectful of their time.

It’s crucial to understand that consent is paramount in digital communication. Subscribers should actively opt-in to receive newsletters, rather than being added without their knowledge.

Why Unsolicited Emails Fail

Emails sent without explicit consent often face a negative reception. Recipients may simply ignore them, mark them as spam, or even actively block the sender.

Ignoring the email wastes both the sender’s and the recipient’s time.
Marking as spam damages the sender’s reputation and deliverability.
Blocking the sender prevents any future communication.

Building a genuine connection with your audience requires respecting their boundaries. Focus on attracting subscribers who are genuinely interested in your content, rather than relying on questionable tactics.

Prioritizing ethical email marketing practices will ultimately yield better results. A smaller, engaged audience is far more valuable than a large list of uninterested recipients.

The Importance of Proofreading Your Emails

When corresponding in English, it is highly recommended to carefully review your emails for any mistakes. Utilizing spell-check tools is also advisable, particularly if English is not your native language.

Ensuring clarity and accuracy in your written communication demonstrates professionalism and respect for the recipient.

Addressing Common Communication Issues

Errors in emails can sometimes create misunderstandings or detract from your message's impact. A quick proofread can prevent these issues.

Do you have additional frustrations regarding public relations communications, or do you believe these standards are overly strict? We welcome your thoughts and feedback in the comment section below.

Considerations for Effective Emailing: