Step-by-Step Guide: How to Turn Your Latest Piece of Press into Binge-Worthy Email Newsletters

So you’ve been published (congratulations!) and now you want to share this win with your email list to warm up potential clients or close some new sales!  Here's a step-by-step guide on how to turn a press article into an email for marketing purposes:
To create a step-by-step guide to help you learn how to turn a press release into an email we’re going to use an example of this recent publicity piece from Architectural Digest (a publication we frequently get our clients featured in!): “Picky People: Five Creatives on Finding the Perfect Couch.”

1. Identify the key points of the press article: Read the press article and identify the key points that you want to highlight in your marketing email. Choose the most important information that you want your audience to know; ex. How your product or service is going to enhance or change their life for the better.

2. Craft a catchy subject line: Your subject line should grab the attention of your audience and entice them to open your email. Use the key points of the press article to create a compelling subject line that tells your audience what they can expect to learn or value they will gain from your email. 

Ex: “Why You Should Be Picky When Choosing Your Couch.” This gives the reader the idea that they should be worried about something they currently have in their home and makes them want to know more!

3. Write a strong opening: In the opening of your email, briefly introduce yourself and your company. Then, tie in the key points of the press article and explain why they are important to your audience. This will hook your audience and make them want to read more.

4. Include a call-to-action: Your email should have a clear call-to-action that tells your audience what you want them to do next. Do you want them to visit your website, sign up for a free trial, or schedule a consultation? Make sure your call-to-action is clear and compelling and repeat it 3 times within the email. Once at the beginning, somewhere in the middle, and then again at the end with a big, bold, inviting button!

5. Add a visual element: A picture is worth a thousand words, so add a visual element to your email to make it more engaging. You can use an image from the press article, a screenshot of the article (like we did HERE) or a relevant stock photo.

If you go with a stock photo, choose an image that depicts a person who looks similar to your target client and is expressing a positive emotion such as smiling or laughing.

6. Keep it concise: Your email should be short and to the point. Don't overload your audience with too much information. Stick to the key points of the press article and keep your email focused. When people have too much to read they typically click away and go elsewhere to make their purchase! Don’t lose clients or sales by saying too much.

7. Include a signature: Close your email with a signature that includes your name, title, and contact information. This will make it easy for your audience to get in touch with you if they have any questions or want to learn more.

By following these steps, you can turn a press article into an effective marketing email that will engage your audience and drive results beyond the initial publicity.

Ready to get your brand and business into the press so you can wow your audience with interesting content and reasons to buy from you? Book a consult with us NOW!