Blast PR - Be Careful and Strategic
A client recently asked my advice regarding an email blast press release. His scenario and question is as follows:
“Dear Marketing Guru (he didn’t really write that, just humor me and read on),
My target market is small to mid-size employers, and I have access to a lot of email addresses. I have an exciting new product line that will interest them. I am debating on sending a blast email with my Press Release attached. It seems like an easy way to get in front of a large number of employers, however, it also sounds like SPAM. Do you think there is value in pushing an email out to these employers? Or, does this close the door on these prospects if my efforts are viewed as SPAM?
Signed, spammed and confused.”
I appreciate it when clients pose questions to me. As such, I thought my answer might be helpful to others who are pondering pulling the trigger on blast emails. So without further ado, here are a few items from my response:
A good rule of thumb to follow is to avoid looking like a spammer. Thus, if YOU are concerned that your blast email may be perceived as spam, don’t send it. Only send out email blasts to people who have given you approval to correspond with them or receive your materials (i.e., newsletters, etc.). You may want to consider using an online PR service (some are free, some have a nominal cost like PRweb.com). If you do send out an electronic press release, embed hyperlinks in it so that readers can be redirected to your website or view additional material. Whether you choose to blast out the press release or not, referencing excerpts from your press release on your Linked In profile and other social media would be fine, if not encouraged.
There are a bevy of additional actions to take. Why not share one PR strategy that has worked for you?
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