How to create an email pitch that works

Many promotional emails get ignored or deleted, and some can land you on the Blocked Senders list. The right approach, though, can earn you coverage and a mutually beneficial relationship.

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It’s ironic that we now have the capability to mass-produce one letter and deliver it to millions of people, yet we crave things that are customized and personalized.

We don’t want to hear what businesses are offering; we want to hear what they can offer to us. Check your inbox, and you’ll see emails that convey this, as well as emails that don’t.

Thanks to automation, you can choose when to send emails and to whom. Yet too many marketers are still sending flat, impersonal, generic messages to large audiences in the hope that something sticks.

Let’s take a look at two emails and see why one template works and the other doesn’t.

How not to write an email

People get dozens and sometimes hundreds of emails every day, so your email has to be really great to stand above the noise. Last April, we did a Mother’s Day promotion for one of our clients, Ceramcor. They were offering a great group discount on a huge set of their ceramic cookware for influential bloggers to share with their readers. The email below, targeted to food, home, and eco-friendly bloggers, doesn’t achieve this in any respect.

Take this subject line:

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