Sending a press release like we used to 15 years ago is a dying practice. Communications departments and fashion, luxury and cosmetics agencies are evolving. They’re finding new ways to communicate, ways that resonate much more with the way we spread our messages on social, or interact with journalists, influencers, consumers, and users.
“53% of users claim that they receive too many irrelevant emails”, according to our eBook PR Like a Pro: Emailing Do’s & Don’ts for Fashion, Luxury & Cosmetic Brands. Which is why when it comes to emailing tactics, there are two trends that have emerged. Firstly, we have the rise of personalization, which consists in adapting the message to each recipient so as to meet their needs and capture their attention. Secondly, visual elements have become more crucial than ever. Whether through email, social media, traditional press, or television, brands have understood that sharing impacting messages is much more effective when using visual graphics and other creative elements.
Some time ago we wrote a post offering up Tips for Writing your Press Release. Today, we’re focusing on an essential element you should bear in mind when emailing: the image. When contacting an audience that is increasingly swamped by emails, incorporating good visuals will help you improve your open and click rates. Here are 7 keys to making your press releases more visual.
1. Use images to visually support your information.
Many companies continue concentrating all of their efforts on writing endless paragraphs in their press notes without using a single visual element. This makes it harder for journalists who communicate with a visually stimulated audience. And, when it comes to collection presentations or new product announcements, the process seems eternal: the journalist receives a “pretty” email, but without access to a gallery of products. Then they must write to the brand to request high quality images or look books. The brand then sends a folder of images via email, which are too heavy to download, so the journalist then receives a WeTransfer or Dropbox link… sound familiar?