Tuesday, March 25, 2014
Editors Like Emailed Press Releases
In 1997 DP Directory introduced our email press release service. Between 1984 and 1997, our customers purchased our editorial lists on peel-and-stick labels and on floppy disk. Within one year of offering our email press release submission service, all of our business had moved from labels and disks to email.
The reason for the popularity of emailed press releases may surprise you. The move to emails wasn't because software developers wanted to save printing and postal-mailing costs. It was the editors who said that they no longer wanted to re-key paper press releases. Avoiding re-keying work. and avoiding the awful curly-paper thermal fax machines that were popular back then, account for the failure of faxed press releases to catch on.
The ability to submit press releases by email saved the editors a lot of work, and saved software developers a lot of money. Emailed press releases have made it even easier for mISVs to compete with large software publishers. Because of the low cost of an email press release campaign, the small independent software vendor (microISV) can compete with the largest software publishers for space in magazines' and newspapers' New Product Announcement columns. Emailed press releases deliver the impact of an ad, at a fraction of the cost.
Some software companies continue to postal-mail press releases to tech editors because they want the editors to see their brochures, flyers, and press kit. If you're going to postal mail a press kit to the editors, be sure to include a CD or DVD that contains the plain text of your press release, along with screenshots and box shots. If you're going to send the editors a press release by email, be sure to include a link to your online press page. You can read more about creating your microISV press page in my Software Marketing Glossary. The Glossary is packed with wall-to-wall information to help microISVs sell more software
You need to send your New Product Announcement to the proper press people. You're wasting time and money if you're submitting news releases to generic names (such as "Software Editor" versus real names such as "Sam Jones") or to generic addresses (such as news@ instead of sjones@). Use a professional press release submission service like DP Directory that will deliver your news releases to the editors' personal mailboxes.