Earlier this morning I received a seemingly on-target pitch from an agency hired to do content marketing for a B2B software company.
My typical process is to either forward them on to our team for follow-up or reply directly. In this case, the email pitch was well done. A clean, factual, up-front ask to participate in an “expert interview” blog post. Company X will send you a survey from which our team will generate a blog post and link to you. Take a look at the screenshot below, its a great template and a really nice content marketing tactic.
I pressed reply and started to write back accepting the pitch when I noticed the reply-to line:
…and noticed that this pitch was emailed to a number of role-based and bad email addresses at GroupHigh. At that instant all credibility was destroyed. I went from feeling like this brand wanted to build an authentic relationship with our content team to being spammed. Sure, the pitch was really well done and well-targeted to our industry but the lack of personalization ruined any chance of success.
It seems small, but the difference between sending a personal email to 20 targeted bloggers or influencers and sending impersonal emails to a few hundred is huge.
If you’re sending pitch emails this holiday season here are a couple takeaways that I would recommend considering:
- A survey-to-interview pitch is a great content marketing tactic
- Don’t CC your pitch emails to multiple email addresses especially role-based or bad emails
- Personalizing and selecting small groups of target influencers for initiatives always pays off in the long-term
- Agencies can add valuable creative -this is a great email! But they can be prone to skip personalization due to time/budget constraints
Have you found survey and expert interviews a valuable content marketing tactic? Have you received a pitch that was “so close”? Please share in the comments below.