Learn how to create email campaigns that resonate with your internal and external stakeholders, and achieve your public relations goals.

Subject lines should be the two S’s. Short and specific. The broader your subject line the more unlikely it’s opened. The more specific your subject the more likely it’s opened by the people you want to read. The shorter the subject line, the more body of your email will fit in. The same advice applies, include hooks that are interesting. Many opt for “punchy” hooks. Try to avoid those misleading hooks and be direct. Bad Example: I spoke with four CROs at $100m revenue businesses. This is an eye roll. Good example: Four CROs at $100m revenue companies all share the same GTM operating trait. Same length, one is specific and leads you to ask “well what do they share”? The other generally leads to an eye roll.

How do you craft an email campaign that speaks to both internal and external stakeholders?

Email campaigns are a powerful tool for public relations, but they can also be challenging to design and execute. How do you create emails that resonate with both your internal and external stakeholders, such as employees, customers, partners, media, and influencers? Here are some tips to help you craft an email campaign that speaks to everyone.

1 Know your goals and audiences

Before you start writing your emails, you need to have a clear idea of what you want to achieve and who you want to reach. What is the purpose of your email campaign? Is it to inform, persuade, inspire, or engage? What are the key messages and calls to action that you want to convey? Who are your primary and secondary audiences, and what are their needs, interests, and preferences? How do you segment and tailor your emails to different groups? Answering these questions will help you define your goals and audiences, and guide your content and tone.

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Josh Roth

I lead diverse international revenue teams to hit and exceed quota | Part of two exits on same day (6/16/21)
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You’re generally speaking to one of three types of people in any campaign: - your current team (employees, investors, BOD) - your customers (current, former and prospective) - your community Understanding what resonates with each of these three types of audiences is critical to crafting the right message. First ask yourself who the message is for and work backwards to find your message.

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2 Use a consistent and compelling voice

Your email campaign should reflect your brand identity and personality, and communicate with a consistent and compelling voice. This means using a tone that matches your goals and audiences, and that is appropriate for the channel and context. For example, you might use a more formal and authoritative tone for an email to a journalist, and a more casual and friendly tone for an email to a customer. You should also use a voice that is clear, concise, and credible, and that avoids jargon, clichés, and errors. A consistent and compelling voice will help you build trust and rapport with your stakeholders, and make your emails stand out.

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Ginger Zumaeta

I advise companies on creating messaging to spread ideas, drive decisions and close deals. → 🎤 Keynote Speaker | 📖 Author | 🎯 Messaging Strategist.
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This year I doubled down on connecting with my network more often via a newsletter. (My company specializes in messaging after all!) The challenge: my list was like Baskin Robbins 31 flavors. It had: - former colleagues, clients & friends - current clients - prospects I keep in touch with but haven't done business with - yet I decided to approach it with a thought leadership perspective, using my own voice—conversational, slightly philosophical, and peppered with personal stories full of wit and sarcasm (i.e., hard to replicate with AI). I won't lie. It was scary. Would people get it? Would they care? Long story short, it's now the top driver of interest in my company and what we do. An authentic, consistent voice invites conversation.

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3 Optimize your subject lines and previews

Your subject lines and previews are the first things that your stakeholders will see when they receive your emails, and they will determine whether they open them or not. Therefore, you need to optimize them to capture attention and interest, and to convey value and relevance. Your subject lines and previews should be short, specific, and catchy, and they should highlight the main benefit or message of your email. You should also use keywords, numbers, questions, or personalization to make them more appealing and persuasive. Avoid using spammy or misleading words, symbols, or punctuation that might trigger filters or annoy your stakeholders.

Add your perspective

Josh Roth

I lead diverse international revenue teams to hit and exceed quota | Part of two exits on same day (6/16/21)
Report contribution
Subject lines should be the two S’s. Short and specific. The broader your subject line the more unlikely it’s opened. The more specific your subject the more likely it’s opened by the people you want to read. The shorter the subject line, the more body of your email will fit in. The same advice applies, include hooks that are interesting. Many opt for “punchy” hooks. Try to avoid those misleading hooks and be direct. Bad Example: I spoke with four CROs at $100m revenue businesses. This is an eye roll. Good example: Four CROs at $100m revenue companies all share the same GTM operating trait. Same length, one is specific and leads you to ask “well what do they share”? The other generally leads to an eye roll.

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4 Structure your emails for clarity and impact

Your emails should have a clear and logical structure that makes it easy for your stakeholders to follow and understand your content. A good email structure consists of three main parts: an introduction, a body, and a conclusion. Your introduction should hook your stakeholders with a strong opening sentence, and explain the purpose and context of your email. Your body should deliver your key messages and calls to action, and support them with relevant facts, examples, or stories. Your conclusion should summarize your main points, and restate your calls to action or next steps. You should also use headings, subheadings, bullets, or lists to break up your text and make it more readable and scannable.

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5 Test and measure your email campaign

The final step of crafting an email campaign is to test and measure its performance and effectiveness. You should test your emails before sending them, and check for any errors, glitches, or issues that might affect your delivery, design, or content. You should also use tools such as analytics, surveys, or feedback forms to measure your email campaign results, and track metrics such as open rates, click-through rates, conversions, or engagement. You should analyze your data and insights, and identify what worked and what didn't, and what you can improve or change for future email campaigns.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Suzy Ansah , APR, DipM, MCIMG

Public Relations I Marketing | Corporate Communications I Digital Media I Branding | Media Relations
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I agree with first knowing the target audience. An audience analysis will guide the content. In addition, it’s also important to know that both internal and external audiences are customers and must be treated as such.

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How do you craft an email campaign that speaks to both internal and external stakeholders?

1

2

3

4

5

6

1 Know your goals and audiences

2 Use a consistent and compelling voice

3 Optimize your subject lines and previews

4 Structure your emails for clarity and impact

5 Test and measure your email campaign

6 Here’s what else to consider

Public Relations

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How do you craft an email campaign that speaks to both internal and external stakeholders?

1

2

3

4

5

6

1 Know your goals and audiences

2 Use a consistent and compelling voice

3 Optimize your subject lines and previews

4 Structure your emails for clarity and impact

5 Test and measure your email campaign

6 Here’s what else to consider

Public Relations

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