Mass email blasts don't work anymore. In this AirOps webinar, Vince Nero (Director of Content Marketing at BuzzStream) shared what 31 million emails reveal about effective digital PR strategies today.

The data shows a clear winner: hyper-relevant, targeted outreach consistently outperforms generic mass emails for earning coverage, building journalist relationships, and boosting brand visibility in AI search.

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Top 5 Takeaways

1. Hyper-targeted, relevant outreach vastly outperforms mass email blasts in digital PR.
   Smaller, more focused campaigns see higher open, reply, and link rates according to BuzzStream's analysis.
2. "Spray and pray" tactics are outdated and can harm your sender reputation.
   Large, generic blasts underperform and can even get your domain banned by major email providers.
3. True relevance in outreach is multidimensional. Topical, geographic, timing, and format all matter. Building lists that account for these factors leads to better coverage and engagement.
4. Journalists are overwhelmed and crave pitches that are genuinely tailored to their beat and needs.
   Most journalists rarely receive relevant pitches, which is a major opportunity for smart PR teams.
5. Brand mentions—linked or unlinked—are now critical for , not just backlinks.
   Unlinked mentions in high-authority publications strongly correlate with appearing in AI-driven search results.

Best practices and key learnings

If you want your outreach to stand out, you need to ditch high-volume tactics and focus on relevance, personalization, and relationship-building. Here's how to get results that move the needle.

Hyper-targeted outreach beats mass blasts every time

Mass emails don't work anymore (if they ever did). Targeted, relevant outreach is the only way forward. The data is clear: smaller, more personalized campaigns deliver better outcomes across the board.

• Build focused media lists based on real research, not just keywords or databases.
• Personalize every pitch to the journalist's actual beat and recent work.
• Track engagement rates and adjust your approach for each campaign.

"We analyzed at BuzzStream 31 million emails, and found that the smaller, more targeted campaigns, they vastly, vastly outperform those large, large, generic ones." — Vince Nero

Relevance is multidimensional & must go beyond just the topic

Relevance isn't just about matching the subject. You need to consider geography, timing, and even the format a journalist prefers. This extra effort pays off in coverage.

• Research local angles and time pitches to coincide with relevant events or news cycles.
• Match your pitch format (exclusive, data, case study) to what the journalist typically covers.
• Use tools and manual review to ensure every contact is a true fit for your story.

Relationships matter. Move beyond transactional outreach.

Journalists get flooded with pitches, but they remember people who consistently send relevant, valuable stories. Building trust is a long-term play that pays off in better open rates and coverage.

• Follow and engage with target journalists on social channels, not just email.
• Offer useful resources or expert sources, even when you're not pitching.
• Keep track of previous interactions and feedback to refine your approach.

Mentions influence AI search answers

The goalposts for digital PR have shifted. Unlinked mentions from high-authority sites now drive AI and LLM visibility, not just backlinks.

• Track both linked and unlinked mentions in your reporting.
• Prioritize placements in trusted, high-authority publications—even if you don't get a link.
• Monitor your brand's appearance in AI-generated search results and adapt your strategy.

"The thing that most highly correlates with showing up in AI overviews is unlinked mentions." — Vince Nero

Use the right tools and diversify your outreach

Building hyper-targeted lists is time-consuming, but new tools can help. Don't limit yourself to traditional newsrooms—think podcasts, Substacks, and newsletters.

• Use tools like ListIQ to automate research and keep lists accurate and relevant.
• Expand outreach to include niche newsletters, Substacks, and podcasts where your audience spends time.
• Regularly update your workflow to reflect changes in journalist preferences and media consumption trends.

How to put these insights into practice

Mass outreach is out, and hyper-relevance is in. Brands that focus on targeted, personalized, and multidimensional outreach will earn more coverage and build stronger relationships with journalists.

To get results, invest time in building high-quality media lists, tailoring pitches to individual journalists, and tracking both linked and unlinked mentions. Use smart tools to streamline your workflow, but never lose sight of the human side of relationship-building.

Rethinking digital PR for AI search

Digital PR is now about building authentic relationships, earning brand mentions, and showing up where it counts—especially in AI search. The brands that win are the ones that prioritize hyper-relevance and adapt quickly.

Want to see how AirOps helps teams put these strategies into action? Book a call to get started.

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