Should You Email Your Press Release to Your List?
A press release can be an invaluable piece of content to help you market your business. While it is true that press releases are mainly for the purpose of connecting with journalists and other media representatives, it is also true that the information they contain should be new and noteworthy. This being the case, there is really no reason why you could not use it to keep your target audience informed about your latest news.
Good email marketing practices
The most important aspect of good email marketing is to be consistent and keep in regular communication with your list. You need to stay on their radar and present them with a range of content, not just sales materials.
If you are launching a new product, then your list should certainly be informed about it. It might be the perfect opportunity to offer them insider or early bird pricing on the new item.
A media section
You should also have a media section at your site, which will include all of your press releases, with the newest at the top. Each time you create a press release, post it at your site and add a link. You will get search engine optimization credit for the content. You can also post the link as part of your weekly newsletter if you don’t wish to email the entire press release for fear that it might trigger a spam filter.
This is particularly important if you are adding any multimedia to your press release. Images and video would be sure to trigger spam filters, but they are not an issue on a press release landing page or a blog entry.
Your press release goals
Your goal will be to spread the press release as widely as possible. This being the case, mailing to your list could increase those chances. One or more of your followers might be a media professional or a blogger. They might also be a media influencer with a large following on Facebook, Twitter or LinkedIn. You never know.
“What’s in it for me?”
People have to be really picky about what they read these days. Time is of the essence for most people, but they will always be interested in information that can help them save time, money and effort. In terms of broad interest categories, people are always interested in health, wealth and wisdom (self-help).
A smart marketer will always develop their products with their specific audience in mind, offering them real solutions to the most common problems related to their niche. This being the case, a new product launch, a webinar, or a live event might be just what your audience is looking for to improve their lives in some way.
A call to action
A call to action is important in any press release. What do you want readers to do next after seeing your press release? Download a free checklist, register for the next webinar, sign up for a special list where you will get information about the product as soon as it is available? It’s up to you. The important thing is that you are able to track and measure the response, which will help you determine how interested your list is in your press releases.