Creating your first press release


If you’re new to Mailchimp, creating your first press release can be a daunting prospect. At first glance the interface looks complex, but once you’re used to it it’s incredibly intuitive and easy to use.

This step-by-step guide will walk you through the process of setting up your very first press release campaign.

On the campaigns tab, click the ‘create campaign’ button.

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Choose ‘email’.

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Enter a name for your press release, then hit ‘begin’. This name will be visible to you but not to the journalists. At Arrow we usually label them with the client name, topic, and month.

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Now you’re in your first draft campaign!

Click the ‘Add To’ button on the first row. When you click ‘choose a list’ you should see a contact list with your company name, and the number of subscribers.

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Your list will be divided into a few categories, aka ‘tags’. These will vary depending on the products that you sell.

Choose the tag that best fits the content of your press release. If your press release is applicable to multiple tags, see the next step.

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To send your press release to multiple tags, you will need to create a segment. Under ‘segment or tag’, click ‘group or new segment’. You can now set the conditions of the segment, selecting multiple tags to be included.

For example
If you’d like your press release to go to both fashion and interiors journalists, you could use the below set up:

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For example
If you are sending a press release for which you’re not prepared to send product loans for photoshoots, you could use the below configuration:

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When you’re done setting up your recipients, click save.

Now click ‘Add From’ (second row) and enter your name and email address. NB. Your email address will need to be verified before Mailchimp will allow you to send press releases from it. To do this, we will send an automated email with a verification link that you need to click. This should happen sometime within your first month; feel free to nudge us via email if you’d like us to hurry up.

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Next up: subject line. Your subject line should tempt journalists to open the email. For tips on writing subject lines, see this page: How to Write a Good Subject Line

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Now, on to the fun bit! Save your subject line, then click ‘design email’ on the ‘content’ row.

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On the next page, click the ‘saved templates’ tab. Here you should see some press release templates that we’ve created for you. Consider which one best suits your needs, then click it to start designing.

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From here, you should be able to follow the instructions written into the press release template. We’ve included an image block for a header, image blocks for products, space to add caption details (e.g. product names and prices), and text blocks for you to add your copy. On certain templates there are also subheadings. All templates include a ‘notes to editors’ and ‘press contact’ section for you to provide additional, useful info for the journalists.

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If this is your first time using Mailchimp, we’d recommend that you stay quite close to our template for your first press release. But in the future, you may want to change the fonts, colours, spacing and layout in order to fit more closely with your brand identity. You don’t even have to use our templates at all: you can design your own from scratch, use one of Mailchimp’s templates, or even code your own if you have access to a developer.