In today’s fast-paced media landscape, journalists are bombarded with hundreds of emails daily. Publicists, business owners, marketers, and PR professionals all want one thing: coverage.
But the hard truth is, most of these emails go unread or get deleted within seconds. So how do you make sure your email stands out and actually gets opened?
Getting a journalist to open your email is a crucial first step in getting media coverage. It’s not just about having a great story; it’s about presenting it in a way that grabs attention from the moment it lands in the inbox. Here’s how to increase the odds that your email won’t just be opened, but also taken seriously.
1. Nail the Subject Line
The subject line is your first and possibly only chance to catch a journalist’s eye. It should be short, specific, and newsworthy. Avoid vague or overly promotional lines like “Amazing Opportunity” or “Must-Read Story.”
Instead, be clear and descriptive. A strong subject line might be: “Local Cafe Launches Free Meals Program for Veterans” or “New App Helps Students with ADHD Stay Focused—Interview Available.”
The best subject lines are often under 10 words and offer a clear value or hook. Use action words, include numbers or stats if possible, and avoid using ALL CAPS or too many exclamation points—they look spammy.
2. Personalize Your Message
Nothing turns off a journalist faster than a generic, copy-paste pitch. “Dear Editor” or “To Whom It May Concern” screams mass email and will likely be deleted. Instead, take time to research the journalist.
Use their name and reference their recent work. A line like “I read your story on sustainable fashion last week—loved your perspective on local designers” shows that you’re not blindly pitching and have taken interest in their beat.
Journalists cover specific topics, and your email should reflect that. Make it clear why your story is relevant to their audience. Customizing your pitch increases the likelihood of it being opened—and eventually published.
3. Get to the Point Immediately
Journalists are busy, and you only have a few seconds to keep their attention once they open your email. Start with your pitch right away—don’t ramble or include a long introduction. A good opening might be:
“I’m reaching out with a potential story idea about a local startup using recycled ocean plastic to create eco-friendly shoes. The founder is available for interviews this week.”
Follow this with the “who, what, when, where, why, and how” in brief, skimmable form. Keep it professional and clear. Attachments should be avoided unless necessary; instead, link to a press kit or media folder hosted online.
How to Get Journalists to Open Your Email4. Use a Professional Sender Name and Signature
Always send emails from a real person—not a generic address like “[email protected].” Journalists are more likely to open emails from individuals than from faceless accounts.
Make sure your sender name matches your email signature. Include your full name, title, company, and contact info at the bottom of your email. If you’re pitching on behalf of a client, clarify that as well.
Adding a link to your website, LinkedIn, or press page can also add credibility.
5. Time Your Pitch Wisely
Timing can make a big difference in whether your email is opened or ignored. The best days to pitch are generally Tuesday through Thursday, during mid-morning hours (between 9 AM and 11 AM).
Avoid pitching late in the day, on weekends, or right before major holidays. If your story is time-sensitive—like event coverage or breaking news—mention the urgency in your subject line.
Also, avoid pitching during major news events unless your story ties in directly. If something big is dominating headlines, journalists are less likely to focus on unrelated pitches.
6. Follow Up—But Don’t Spam
If you don’t get a response right away, a polite follow-up after 3–5 days is acceptable. Keep it short: simply restate your pitch in one or two sentences, and ask if they might be interested. If they still don’t respond, it’s best to move on rather than bombard them with repeated emails.