Best Practices for Email Outreach to Influencers

Since we’re pitched by public relations professionals on a daily basis, we get to see the best and worst of email outreach pitches. We’ve shared before how to write an effective pitch and this infographic is a great follow up that encompasses the greater progress.

The fact is that companies need to build awareness and authority for their brand online. Writing content isn’t enough anymore, the ability to pitch great content and get it shared is incredibly important to every content marketing strategy. You can pay for promotion as well, but that won’t develop natural mentions that the search engines pay closer attention to.

Outreach marketing centers around creating and nurturing ongoing relationships by bringing other parties into your brand. Even with the recent rise of social media and in-app engagement, email remains one of the most potent ways to engage parties for your brand (if it’s done right!).

Steps for Developing an Email Outreach Process

  1. Define a Goal – goals can include building brand awareness, generating a sale, encouraging sharing of content (like an infographic), surveying, engaging the community or making an introduction.
  2. Identify Target Audience – are you targeting bloggers, site owners, journalists, publishing contributors, academia, government or non-profit?
  3. Proofread, Test, Repeat – Ensure your links work, use spell-correct, ensure proper grammar, and write a succinct and compelling pitch.

This infographic from Online Course Report walks through every stat collected on outreach emails, what works, what doesn’t and what to absolutely avoid. This includes time of day, day of the week, subject lines, words to use, number of attempts, size of message, and more. One interesting stat that’s shared in this infographic is 1 big-time blogger tends to have the equivalent impact of 6 small-time bloggers  Tweet This!.

Email Outreach Process

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