How to tailor email publicity pitches to mobile phones.

This article will show you that it is now time to create email publicity pitch headlines exclusively for mobile phones and no longer consider traditional email subject headline formats. And I will show you how to do it. This applies to small business, authors, tech startups and non-profits publicity.

As America’s Leading Media Pitch Coach I make it my responsibility to know when it is appropriate to adopt new techniques into email pitching. Some new tools are just fads and others show genuine payback. Tailoring your subject line to mobile phone users is now worth the trade off of losing word count.

I have been watching the growth of mobile phone use to read emails. I have been paying close attention to the percentage of people at least scanning and deleting emails based on a mobile phone screen.

The numbers being reported in various reports as to the percentage of people using mobile phones to scan emails vary widely, but most show it approaching 50%. I suspected the percentage for producers, editors, journalists, etc. was higher, given so many of them being tied in at some level to the 24/7 news cycle.

I did my own survey of my contacts in TV, radio and various print publications and found an astounding 87% of them pre screen emails via their mobile phone. Thus the mobile phone is their number one method of screen email publicity pitches.

Oh and get this. Every one of the respondents telling me they used mobile phones to screen pitches also said they do so seven days a week. So much for working so hard to time pitches. It appears the 24-hour news cycle has transformed the entire media universe in terms of how they operate.

OK, so how do we craft an email publicity pitch headline to be effective when viewed on a mobile phone? Of course there some differences in how many characters display on the screen for different mobile phone, but one principle stands out. Keep it short. Real short.

The shorter the subject line, the better. The biggest mistake most companies make is writing subject lines that are far too long and aren’t optimized for mobile A typical inbox reveals about 60 characters of an email’s subject line, while a mobile phone shows just 25 to 30 characters. You need to get right to the point in about six to eight words. And that is it for the subject line.

Place the most important words at the beginning of the subject line. It is critical to keep important words at the beginning of the subject line.

Highlight how the subject relates to what they need. Show that your subject ties in exactly with what their audience is interested in.

Keep it simple and focused. Offer one takeaway, indicate how the reader can make use of it, and specify how you will deliver it.

Make sure you are using targeted focused pitches. Using one subject line aimed at a general audience will bomb when used in these circumstances.

The email body copy should include a call to action. Ask the producer or editor to call you to set up an interview if this is what you want them to do. Don’t beat around the bush, this is your one shot.

Here are some other tips to keep in mind when writing the email pitch subject line.

Focus on the topic and keep it clear and concise. Don’t be vague or cute, lay it out for them.

Avoid hype. Words like great, unique, fabulous, etc, lead to automatic deletions.

Get straight to the point in the email body copy. Everybody is under a deadline so don’t bother trying to butter the recipient up. And don’t tell them your name upfront, they don’t care about you yet, leave that for the end. Use your first 2-3 sentences to say what you are pitching and why. What is the angle, how does it relate to their audience?

So this is the new direction you must follow if you want to get booked on TV and radio and have articles featuring you in print. It is easier than you think providing you stay within the guidelines. I like to say that yes, 99% of all pitches strike out, but that is because 99% of all pitches are crafted using the wrong framework.

Of course coming up with the angle to pitch the pitch together is an art by itself. Very few people can do it if their book, small business, tech startup or non-profit is at unique. That is why I have several options to make it easy for your to book an interview in the media.

First I have introduced a new service. I have just started a media pitch writing service where I write the pitch for you. Information on this can be found here. Get You Booked Media Pitch.

Then I have the Quick Fame System so you can work up your own media pitch. This includes one on one phone coaching.

If you just want to run a pitch by me, you can book a One Hour Media Pitch Consultation.

Be sure to sign up for the FREE publicity tips show on the home page of this blog. Honestly, they are really good.

Free “Get Acquainted” Call

If you are considering working with me, I have a free gift for you.

We can spend 15-20 minutes chatting on the phone about your media-pitching situation. This “Get Acquainted” Call will be free and no pressure or obligation.

Many of my current clients have found this useful as a way of getting to know me and make sure my style works for them. I work with authors, small business owners, non-profits and tech startups, so I am sure we will have a lot to talk about.

Just email me at and we can set up a time to talk on the phone.

OK, thanks and I look forward to talking to you.

Good luck.

Edward W. Smith
America’s Leading Media Pitch Coach.

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