Do Your Email Headlines Really Matter?
The first decision happens before the pitch
Yes! Your email headline matters.
In media relations, the subject line is not a finishing touch. It is the first test. Before a journalist reads the pitch, considers the story or clicks the press release link, they make one quick decision.
Is this worth opening?
That decision often happens in seconds. A strong subject line gives the journalist a reason to pause. A weak one can send a good story straight past their attention.
A perfect example from today
Today, TrizCom PR sent a media pitch for one of our clients, who is an online tire marketplace, to a targeted list of journalists who cover ecommerce, shopping and consumer behavior. The press release focused on buying tires online, a topic with more consumer relevance than people may realize.
We could have taken a basic announcement route.
Something like:
XYZ brand announces online tire buying option
That would have been accurate. It also would have sounded like a company update, not a story.
Instead, the email pitch used this headline:
The surprising purchase more drivers can now make online with confidence
Within the first hour, the pitch earned an open rate just under 50%. Even more telling, the click rate was nearly as high. That means journalists were not only opening the email. They were clicking the link inside the press release.
That second action matters.
Why this headline worked
The headline did not start with the company name. It started with curiosity.
Buying tires online is not the first ecommerce category most people think about. Shoppers are used to buying groceries, furniture, eyeglasses, mattresses and even cars online. Tires still feel different. They can seem technical. They can feel high-consideration. Many drivers want confidence before they buy.
The headline met that hesitation directly.
It gave journalists a consumer behavior angle. It suggested a shift in how people shop. It created a question without giving everything away.
That is where attention begins.
Opens are only part of the story
An open rate tells us the subject line earned attention.
A click tells us the pitch delivered enough relevance for the journalist to keep reading.
That is the difference between a headline that announces information and one that frames a story. Journalists do not need another inbox item labeled as news. They need a clear reason their audience may care.
For ecommerce and shopping writers, the story was not simply that a tire company had an online buying message. The stronger angle was that consumer confidence is expanding into a category that once felt difficult to buy digitally.
That gives a journalist something to consider, shape and report.
Good headlines are not gimmicks
A strong headline does not need tricks. It needs precision.
It should connect the news to a human behavior, a timely trend or a question worth answering. It should respect the journalist’s time. It should make the pitch easier to understand before the email is even opened.
For brands, this is the lesson: the headline is not the last line to polish before hitting send. It is the front door to the entire pitch.
When it works, the early numbers often show it.
In our client’s case, nearly half of the targeted journalist list opened the email within an hour, and nearly as many clicked through. That is not the final campaign outcome, but it is a strong early signal.
A good headline will not save a weak story.
But a weak headline can bury a good one.
Ready to rethink your next pitch?
If your brand has news to share, start with the story your audience will care about most. Then write the headline from that point of view.
Need help finding the angle, shaping the pitch or reaching the right journalists? TrizCom PR helps brands turn announcements into stories that earn attention. Reach out to our team and let’s talk about what your next headline could do.
Until next week, keep on keeping on,
Jo
Everyone has a story. Let TrizCom PR help tell yours.
About the Author:
Jo Trizila – Founder & CEO of TrizCom PR
Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution agency. With over 25 years of experience in PR and marketing, Jo has helped countless organizations navigate complex communication challenges, ranging from crisis management to brand storytelling. Under her leadership, TrizCom PR has earned recognition for its results-driven approach, combining traditional and integrated digital strategies to deliver impactful, measurable outcomes for clients across various industries, including healthcare, technology and nonprofit sectors. Jo is passionate about helping businesses amplify their voices and connect with audiences meaningfully. Her hands-on approach and commitment to excellence have established TrizCom PR as a trusted partner for companies seeking to elevate their brand and achieve lasting success. Contact Jo at jo@TrizCom.com.