Two emails from PR people this morning, interesting contrast.
The wrong way is to address it as “Dear Venture Chronicles”. I guarantee I will not pay any attention to your email.
A much better way is to express some degree of personalization, such as “Hi Jeff. Even though you’re in sunny Florida at We Media, I wanted to make you aware of this company’s launch…”
Even though I don’t respond to most PR email, I do pick up interesting companies and news to watch.