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.^[1] 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.^[2] 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?

That’s why we recommend always using visuals directly in your email to tell your story. If it’s about about a collection presentation don’t limit yourself to one image. Take advantage of the possibility of using different sections to highlight the most important pieces, and offer your recipients direct access to your digital showroom^[3] via a link within your email.  We’ve included an example of a press release around a product launch below:

This long-wearing, high-pigment formula covers lips in one creamy stroke with the most trendy and beautiful hues of the season. A new addition to the cult-classic first line, Cooulture’s revolutionary mascara touts a curved brush inspired by professional hair curling tools.

Radiance – enhancing plant root enlivens cheeks with a healthy pinch-your-cheeks flush. The face will look instantly fresh and radiant.

Unveil smoother, softer lips. This lipstick sugar-based treatment hydrates, nourishes, and protects – and now comes in a perfect nude-pink hue.

Always think of the specific formats that the media would need in order to publish information on their web and socials accounts. Make their lives easier by offering journalists direct access to downloadable images, galleries, videos and other materials. You’ll save time (yours and theirs), not to mention take better advantage of editorial opportunities!

2. Press releases for events: use visual formats.

Press releases or invites to events are still the most used tools to get press and other contacts to attend events. That’s why grabbing the invitee’s attention is essential, and the visual elements in your invite play a key role in this.

Make sure to visually highlight the date of the event, as well as the venue where it will be taking place. And, don’t forget to include a link in your email to the registration or confirmation (RSVP) page – make it easy for your invitees to sign up! Connecting these emails to an events management tool^[4] will allow you to keep track of your contacts’ confirmation status in real time. Here’s a great example of an event press release for emails:

AERIN Southampton
83 Main Street
Southampton

3. Use the ‘Call to Action’ to highlight relevant information.

Especially when it comes to events, or other online content you’d like to direct the journalist to (videos, for instance). Use visual elements with highlighted boxes, buttons and icons to create a real “call to action”.

Call to Action (CTA) buttons are crucial if you’re looking to attract your audience, and measure the effectivity of your campaigns. A good CTA should directly communicate the action you want the user to take (and the urgency) in no more than 3 words. If you include a link to an image gallery or your website, make sure to design and place it carefully so that it visually compels the recipient to follow through with the action.

Learn more about creating relevant CTAs before sending your press release by downloading our free eBook: PR Like a Pro: Emailing Do’s & Don’ts for Fashion, Luxury & Cosmetic Brands.^[5]