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“I get a lot of junk that has no relevance to my magazine. I think people should refine their lists.”  Or, “Our use of press releases is governed by their local relevance.”  These are the kinds of comments we often hear from journalists who are overwhelmed with information but also rely on press releases to do their jobs. 

Good target lists are, and always will be, essential to any successful press release strategy.  (The subject of target lists has gotten much more complicated with the entry of bloggers into the mix but that is a subject I will address another day!) Proven email tactics can help PR professionals target more effectively.  If you’ll indulge me and read on, here are just 3 of the many reasons why i think a little email expertise can improve press release performance and how segmentation fits in…  Read the rest of this entry »


I subscribe to an awful lot of e-newsletters and e-marketing pieces.  I am an email geek after all.  What continues to amaze me is how bad most of them render through my preview pane. 

As most of our clients have heard me say many times: HTML emails should be designed so that anyone who sees it through a preview pane with images blocked can still read the text, browse available links and know if images/video/audio are included. 

This focus on content is particularly true when you’re distributing a New Media Release.   Read the rest of this entry »

Welcome to Release It!, PWR New Media's blog about press releases in the new media world. We will offer tips, insights and maybe an occasional good joke about maximizing New Media Releases so that journalists, bloggers and even consumers will appreciate your news. We look forward to hearing from you, so please pipe up.

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