If you want editors to open your emails...

A quick ask before we get into it. Our friends over at Proof to Product working on a report to help product folks make better business decisions, identify opportunities, and understand common challenges. Do you have a moment for their short, anonymous survey? We'll share the report once it's finished, and thanks!



Your email subject line is arguably the most important part of any media pitch.


Editors will decide to open your email, or delete it, based on the subject line.


You’re in part 4-of-11 of our subject lines newsletter series.


In each edition you’ll see the subject line we *actually used* that an editor *actually opened*, ultimately leading to press for one of our Wolf PR clients.


For each winner, you’ll also see a subject line that most editors would delete.

Sprezz in New Jersey Monthly (print and digital!). Read it here.

Do- spin your product to fit a season.


In the editorial world, seasonal features are HUGE. Think, Spring cleaning, Summer entertaining, and Fall favorites.

You’ll even see super-specific themes like “Cures for post-holiday blues”.


Do you live in a region with a beach? Your local publications likely do beach-themed articles and product round-ups.


Do you live in a place that snows? There’s a great chance local outlets create content for themes like “staying cozy”. Products range from candles, throws, winter accessories, even cookware to make warm winter meals!


In this example, our client’s glasses (#6) can be used year round. OR on a winter-themed icy table. But, since they’re colorful and the coral shapes are “beachy” they’re a perfect fit for Summer entertaining round-ups. See what we did there??

Don’t- use subjective language.


“Unique”, “fun”, or “goes with everything”  means different things to different people. Subjective words and phrases like this won’t help an editor understand what will be in the pitch email you sent them.  


There’s no arguing if a glass is colorful. Either it is or it isn’t. If an editor is looking for colorful products, the word “fun” isn’t helpful.


There’s no arguing if a glass is a tumbler or champagne flute. Either it is or it isn’t. If an editor is looking for a specific type of glassware, that information is much more helpful than throw-away language like “goes with everything.”


Finally “unique glasses” could just as easily be the glasses you wear on your face, not the ones you set the table with! Another reason to be as specific as possible.

Thanks for giving our newsletter a bit of time in your inbox!

Nora & Kirsten


PS- We don’t talk about this essential PR tool enough.

How to work with us

If you want to get great at telling your story, for more
press and more clients, we can help!

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