Target emails - How big should I go?
When you have what you believe is a ‘good’ story, the temptation is to share it everywhere, immediately. But remember: you’re not after an audience of ‘a lot of journalists.’ You don't want ‘journalists’. You want their audience. And you get MUCH better results from the right journalists’ audience.
Where to Go Big 🔼
The average story on our newswire PRWire attracts over 900 Views. This is a composite of folks who’ve gone looking for that particular type of story, over time. So if you want to share ‘big’, posting your release to PRWire* is a great option. The story will gain views over time. To complement this, you need to send a direct email with your news release to the right journalists.
Where to Aim Small 🔽
Based on a decade of data, we know the average size of a direct send contact list is 217 journalists/content producers and the average open rate for these emails is over 30%. This might not sound like many but remember: you are not doing a mass email campaign. You are crafting a direct news pitch because the right journalists will share it with *their* audience.
Target 🎯
Targeted campaigns make for better results. You are not diluting your reputation, or your client’s, by sending irrelevant news to journalists that may one day take an interest in something else. Sending a story about a new consumer beverage to the Australian Financial Review, for example, will get you ignored. Do it enough, and one day when it does matter they won’t even open your email.
Results 🏆
Happily, over the past decade, every single send via Influencing has had an average open rate of 37%. Almost 500 Australian journalists, every day, read a news story that was sent using the Influencing direct email distribution platform. To make sure they’re reading your news, just remember: focus your message, focus your list, and you’ll see results. Spamming helps nobody, can even harm your reputation. You're ultimately trying to reach *their* audience, so help them to help you by targeting your emails carefully.
*You can post your media releases to PRWire by selecting the 'post to the web' option below when creating a new announcement:
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Do you have any questions? Please get in touch with our support team at support@influencing.com or simply click on the blue live chat button.
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