WHO HAS THE MOST UNOPENED EMAILS IN THE UK MEDIA?

 

The 2019 PressChoice survey of journalists has revealed that on average journalists have a mountain of over 14,000 unopened emails. The joint winners of the UK record for most unopened press releases and emails goes to two senior financial journalists at national newspapers who each had over 200,000 unopened emails in their inbox.

 

The results come from a PressChoice survey involving over 230 journalists across 55 publications.

 

“It is clear that journalists do not have the time to read every press release they receive by email. Many also comment that they do not like being chased by phone calls to check whether they have received or opened the email.” – Chris Stenlake, Director of Data and Analytics at PressChoice.

 

This represents a big challenge for PR professionals who need to get messages though to important opinion formers. The solution lies in building relationships with your target audience and understanding what content or research is relevant to their readership. A failure to tailor communications to the specific journalist and making sure it is relevant, is usually cited as the reason why so few emails from companies are not worth reading. 

 

A failure by large numbers of companies to understand the journalists’ needs, not only means that emails are likely to go unnoticed but that journalists will regard your future emails as not particularly relevant, or worse still, not open them at all”. 

THE BEST AND THE WORST

 

Poor use of Subject titles and badly targeted emails has led to a situation in which many companies are largely wasting their opportunity to target their message efficiently.

 

Chris Stenlake said: “It is clear that journalists feel under siege from their inbox. Many also do not like being chased by phone calls to check whether they have received or opened the email."

 

It is clearly a problem for PR professionals who need to get messages through to important opinion formers. The solution lies in ensuring press releases are well targeted to the right kind of journalists and ensuring the email subject is as eye catching and as relevant as possible.  Failure to ensure your email press release stands out, not only means that emails are likely to go unnoticed but that journalists will regard your future emails as not particularly relevant, or worse still, not open them at all.”

 

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