INTRODUCTION
According to MuckRack, 86% of journalists are OK with a follow-up email within one week of the first pitch.
Here are tips on how to write an effective follow-up email to beat reporters, without being too pushy.
THINGS TO CONSIDER AFTER INITIAL PITCH
- Did you target the journalist individually, based on the target audience of your client, or were they picked randomly since they simply worked at a local media outlet?
- Have you asked yourself if the story you pitched was relevant to what the journalist typically covers?
- Has it been at least 24 hours since you sent the initial pitch?
If the answers to the previous questions are YES, then go ahead and send a BRIEF follow-up email. Start with one sentence.
WHAT TO INCLUDE IN THE SECOND/THIRD EMAIL
Start simple and just forward your initial pitch and add a one-liner. This can be an update on the topic/campaign or an additional fact on the subject matter expert. Another phrase to include could be “in case you missed this.”
If your second email doesn’t get a response, now is the time to provide more value in the third email. Give the reporter something they don’t already have, such as videos, photos or extra statistics. Or, consider using another angle.
WHAT TO INCLUDE IN THE FOURTH AND FINAL EMAIL
There are a few cases when a third follow-up email is useful. First, the news you are sharing is time-sensitive. Second, there is an unusual reason the journalist may not have been checking email consistently (e.g., maternity leave or vacation).
A couple more things to keep in mind. When sending this email, make sure to be transparent about this follow-up being repetitive and serving as the final email, acknowledge how busy they are and briefly explain why you feel strongly this is a good fit.