After finishing up with our media pitch, we insert it into Respona’s editor and let Respona grade the tool based on four different parameters.

These parameters are:

1. Subject line length
2. Word count
3. Question count
4. Spam words^[6]

Here’s our email in Respona’s editor:

The fields with {} are what we call “Variables”.

Here are some of the default Variables that Respona has.

Based on the PR software^[7] you’re using, before sending your email, you need to personalize it by adding relevant information, such as adding a quick article summary that outlines your prospect’s article.

As we mentioned earlier, personalization in media pitching is very important, so mentioning a relevant content piece or recent article that your prospect has previously published can definitely help you get a positive reply. Additionally, including a unique email signature^[8] will help put a human face to the pitch and further personalize your message.

Why we like it: It adds value right away and thus has a good chance of getting a reply.