Curious how to use price point in your PR pitch?

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


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


Welcome to part 5-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.

Jenny Lemons in Real Simple (print and digital!). Read it here.

Do- use price strategically.


A LOT of gift guides and product roundups are organized by price point. Typically they’ll be something like “gifts under $25” or “gifts that won’t break the bank” or “the best cotton t-shirts under $50.”


You can use these ranges in your pitch subject line to let an editor know which price category your product fits into.  


Using this info in a pitch subject line works if:

  • you’re pitching a product(s) that all fit under a specific price point

  • and you know (from research) that the editor does price-specific round ups and gift guides


Don’t- overcomplicate the subject line.


If you’re pitching a roundup of products under $25, you may want to include multiple items in this range.


There’s no need to overcomplicate things and list the price of each item in the subject line. There’s much more valuable information to include here, like the type of product! In this example hair clips.


We don’t recommend including price info at all if you are pitching several products in one email with varying prices. Like an item that is $18 with something else that is $150.


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

Nora & Kirsten


PS- If you knew $655 would transform your biz, would you do it?

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