There are many different ways to send press releases: Microsoft Outlook & Excel, newsletter systems, the CRM already in use or, of course, PR software solutions such as PressFile. You can reach your target group through all these applications. However, if you are keen to address your counterpart in person when sending e-mails, you should take a closer look at the different systems.

Microsoft Outlook & Excel

It’s amazing how many PR agencies or press outlets still manage their press distributors in Excel and send the press releases via Outlook. There are certainly reasons for this. Microsoft Outlook & Excel are “there” and cost nothing. You are used to dealing with these applications. And to inspire internal IT – if you have one – to address the needs of PR and press work is often doomed to failure. Because there are more important things to do regularly for IT. This Office Duo is the worst solution for distributing press releases: managing addresses in Excel, and then also in the form of specific press distributors, is tedious to say the least. As a result, the distributors are reluctant to be touched and updated, the addresses become obsolete. In addition, Excel distributors tend to become large and non-specific, because the construction and maintenance of small and topic-specific distributors is even more tedious. However, large press distributors are a problem for Outlook. This is because when sending e-mails as BCC – which is still absolutely common in many places – a maximum of 50 addressees can be contacted at the same time. And this form of shipping is at most personalized by the unique sender when using the personal mail account. Otherwise, “Dear ladies and gentlemen …” the usual speech – and thus extremely impersonal.

Newsletter systems

The number of cloud-based newsletter solutions has increased sharply in recent years. Their charm: The addressees can be addressed in a personalized way and the basic version is usually free of charge. This changes quickly if you want to send more emails than the free version gives. Then costs reach a similar level to PR solutions. In addition, the maintenance of differentiated distributors is rather complex here. Or expensive, because the number of distribution lists is also limited in many solutions in the free version. Since the address maintenance is rarely carried out in the newsletter solution itself, but in a separate address database, the effort to keep the press distributors up-to-date is by no means negligible. And as with Outlook & Excel, there are few ways to keep a contact history and thus be able to understand at any time what you communicated with whom and when. It is also annoying that in many free versions the provider’s binder is automatically displayed: “This newsletter was sent with XYZ” – even if no newsletter at all, but a press release was sent.

CRM Systems

Customer relationship management offers numerous ways to personalize and document communication and e-mail delivery. The downside here is that journalists, bloggers and other multipliers are neither customers nor suppliers. For the latter, however, the CRM systems in the company are set up organizationally. Key terms, classifications and other characteristics do not fit at all for press work. And sales or marketing usually don’t find it funny when you start to expand the system and structure for the purposes of PR (not to mention that PR isn’t fun when you’re working in a system. , in which the customer and supplier view dominate stake and the associated structures hinder rather than support everyday PR work). 

PR software

With PR software solutions, the providers pursue different strategies: A large American player sends the mails of his customers via his own mail servers and shows his abbinder every time you send it, whether you like it or not. A German provider offers a paid flat rate for immediate e-mail. If you choose the free version, the time offset can be up to several hours (which is actually completely indisputable for a PR professional).

Personally, without advertising or additional costs

At PressFile, we have taken a different path: We send personalized individual mails via the user’s respective email account. This means that the mails are generated via PressFile and then transmitted directly to the customer’s mail server. From there, they are then sent to the respective recipients. Each mail looks exactly as if it came from its own computer and was addressed directly and personally.  There are no quantity limits when sending e-mails: How fast 10 or 1,000 e-mails are sent depends on the respective customer server (or that of the external service provider that manages the system), not PressFile. In the mail itself, only the signature of the sender appears, as it was stored in PressFile – we keep discreet and invisible in the background. And no matter how many mails are sent, there are no additional costs! Even if IT prohibits shipping via the company’s own server for any security concerns, we offer a solution with the smart host that works exactly as described above. To this end, we work with the professional provider . Using the Sender Policy Framework (SPF) procedure, we ensure that the mails are identified as legitimate as well as those from their own mail servers. We have already described the fact that PressFile also offers a transparent contact history elsewhere. Just as it is easy to set up differentiated press distributors, through which the addressees are supplied exclusively with the information that is actually of interest. Why do we attach such high importance to the most personal communication possible? Quite simply: PressFile was developed by PR professionals and is therefore geared to the special needs as well as the processes in media work. And the wide development is also determined by PR professionals. In this way, we ensure that our claim to make everyday work in PR agencies or press departments as easy as possible is also implemented.