Two simple steps will help solve this problem:
1. Always, always address your emails to a person. As in, “Dear Caroline.” If you cannot find a name anywhere, say something to the effect of: “Dear High Paw editorial team, Apologies for not addressing this to someone specific; I could not find a contact name anywhere!”
2. Then personalize the content of your email. Demonstrate you know who you are emailing and why you are emailing them. As in, “I thought because your cat, Romeo, has long hair, that you would be interested in this new grooming tool.” If you are dog food company sending an email to a person who writes about cats, you better have a good reason for doing so! Explain to them why you are writing and you just might pique their interest.
Easy, peasy, right?
Unfortunately, this common courtesy is not the norm. I receive dozens of emails a day that are simply blasts. I’m just an email address on a list.
I know why this happens. Believe me. I’m on the soliciting end of these communications a lot. It takes a lot of time to research every contact. And, it’s super duper tempting when you are pressed for time to blast out to a list and hope something sticks.
But you’re not doing yourself any favors because you’re reducing your chances of receiving a response. And you’re potentially alienating people who might actually be interested in what you’re offering.
If you are asking someone for something, you should show them a bit of respect. This goes for donations. And sponsorships. And media coverage. And pretty much everything else in life.
Try it! You might be surprised about how easy it is to stand out from the crowd with just a little research and common courtesy. Let me know how you do!