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Quick press release tip

Posted by Michael Bloch in web marketing (Wednesday February 4, 2009 )

If you’re going to send a press release out to thousands in the hope of getting your targets to distribute it, it’s probably not a good idea to jam their inbox with chunky attachments.

I received a note today from an art exhibition – not sure why, it’s not a topic I’m interested in. Anyhoo, accompanying the blurb was an image attachment weighing in at a hefty 3 megabytes. The crazy thing is that a few seconds work in my graphics program reduced the file footprint to a measly 66 kilobytes, without any apparent loss of quality. Compression features are available in most graphics packages these days.

At the time, I was on my wireless broadband connection so it wasn’t such an issue, but had I been on dialup or just a slow connection, I would have been very annoyed. The email protocols of today were developed many years ago and were never designed to handle large attachments. In fact, the authors of the protocol are amazed it’s continuing to work under the collective strain.

There is nothing worse than when you’re expecting an important email to have the works gummed up by a large attachment from someone promoting something. Bloated attachments are not a good way to win friends and influence people; particularly if you’re wanting them to do something for you – like distribute their press release.

Before submitting a press release, ensure any attachments have been optimized for minimum file size or provide a link to the file so the recipient can download via http which is much faster than email protocols. There’s also services available that specialize in handling large file attachments via email.

Pick up some more press release tips.


Images and email marketing


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