-Email pitches must be very, very short. Absolutely no more than one screen of copy. Reporters should not have to scroll to get to the meat of the story idea you’re pitching, they may not have that kind of time.
-Use bullet points and boldface certain words or phrases that you really want to jump out.
-Use a sexy subject line, something that really catches the reporter’s attention. Whatever you do, don’t put in the subject line “news release” or “something for you,” or something that doesn't give them any idea what your pitch is about. The more specific you can be in the subject line the better.
-Absolutely no attachments. Don’t send anything to reporters as attachments unless they specifically ask that you do so.
-Don’t ever flag your pitch as high priority when it’s not.
-Use an email signature that includes your name, company name, address, telephone number, and fax. Also include the word “expert” in your signature, assuming you are an expert.

To learn other helpful tips for email pitching to reporters, check out Secrets of Perfect Pitching to Reporters.