Email Best Practice

Last Updated: Jul 05, 2019 09:38AM BST

Increase click-throughs to your report.

Once you've put your page live, it's likely that you'll share the link by email. Below are some best practices that can increase engagement.

Subject Line

We recommend avoiding the typical 'Monthly PR Report' subject line. This is a missed opportunity; the more attention-grabbing and relevant the subject line, the more likely it is that the recipient will open the email. It is analogous to a press release headline. Consider teasing out a key aspect of the report and featuring it in the subject line, for example:

CEO interviewed in FT - March PR Report
The best coverage from our [product] launch


Include a short summary of what the recipient can expect to see in the full report - the key elements, ideally as a few bullet points. Large amounts of copy tend to be off-putting and make it easier to miss the call to action.

Call to Action

Include a clear... 

View the Report

...or similar call to action, hyperlinked using the URL from Releasd. Ensure it stands out by making the font size larger and leaving plenty of space around it. 

          Tip: Be wary of using *only* an image as a call to action, as some people may not download images.

Option 1: Embed Live Content from a Report 

           Tip: HTML Emails are an optional feature and may not be switched on for your account. If you're unable to follow the steps below and would like to take advantage of the feature, please contact

You can copy any widget from a report and paste a live version into your Outlook or Gmail email.

1. Go into the Report Builder 
2. Hover over a widget
3. Click 'Share' in the footer

4. Paste the content into your email and edit as needed
5. Repeat steps 3 & 4

           Tip: Because the content lives in your email, you can edit it however you see fit. For example changing copy, font sizes, bolding, reordering etc.

Option 2: Embed a Screenshot of the Report

Many clients screenshot a portion of their report and hyperlink it, as a visual teaser.

1. Go to the Preview of the report (Control Panel > Actions > Preview)
2. Using your browser controls, zoom out until you can capture the area you like (here's how)
3. Screenshot the page (use Cmd + Ctrl + Shift + 4 on a Mac, or read here for Windows instructions)

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