We’ve all been there. You need to add one line in the release, and it will be *perfect* for your intended audience. However, the client is away, and the version everyone signed off on cannot be changed. What now?

Email Personalisation

We know that personalisation matters. We know because, over the past decade, personalised email distributions sent via Influencing had average open rates sitting at around 35% - about triple that of a traditional targeted email campaign. Knowing your audience, and tailoring your message, matters.

Introducing the Introduction

Sending a release using Influencing's email distribution tool enables you to add two important elements to your media release:

1. A personalised greeting

The system will address each recipient with their own name. That 'simple touch' really has the power to increase the open rates of your release.

2. An email introduction

On the same field which you add your personalisation, you have the ability to add a few lines before your media release's main text. Example:

"Hi Adam,
Sparky McFlame (bio below) just invented fire. You can cook with it, warm yourself, 1000 uses - but I thought your readers would be especially interested in its ability to keep predators away at night."

What we’ve done here is make a generic release relevant to that particular person & outlet. If you were to send the above intro to ‘Parenting’ outlets, your results would skyrocket.

You can then do a second send to 'Food & Cooking' outlets, using the same press release, but adding a different introduction. An example would be writing an introduction that highlights fire’s ability to 'cook', or another talking about 'home heating' to a different audience and so on.

Personalisation = Broader Reach, Better Results

The conclusion is: a personalised intro lets you send the same release to different markets and get better results from both. All without changing the release itself, or getting in touch with the client for a fresh round of approvals of the actual content.

If you have any questions about email personalisation, please get in touch with our Customer Success Manager at support@influencing.com or simply click on the blue live chat button.