Sending a press release by Mailchimp or a press tool: spam filters, sender reputation and GDPR

When you need to send a press release to journalists, using a general email tool like Mailchimp puts your message at risk. Spam filters, sender reputation issues, and GDPR requirements make a dedicated press tool the smarter choice. This article compares Mailchimp and a press tool on the factors that matter most for journalist mailing.

Why a general email tool like Mailchimp is not suitable for press releases

Mailchimp is built for marketing emails, newsletters, and promotional campaigns. Those messages have a commercial purpose. A press release, while informative, can easily be classified as commercial by a spam filter or by the journalist who receives it. If one of those senders triggers a spam complaint, your deliverability drops too.

Journalists receive hundreds of emails per day. Their inboxes are protected by firewalls and spam filters that block unknown senders, especially when the message contains attachments. A press tool, on the other hand, is built for exactly this purpose. PR-Dashboard sends releases through certified email servers, which the provider says avoids spam filters.

How a press tool avoids spam filters and protects sender reputation

PR-Dashboard sends press releases through certified email servers. These servers are recognised by spam filters, so your message has a better chance of arriving in the journalist's inbox. A firewall can block messages with attachments from unknown senders, but certified servers help prevent that.

Another factor is sender reputation. When you send through the platform, your press release does not compete with thousands of marketing campaigns. For journalists, the way a press release arrives matters. A firewall can block messages with attachments from unknown senders. PR-Dashboard's approach reduces that risk.

What statistics do you see after sending a press release?

After sending a press release through the platform, you see whether all messages were delivered, how many were opened, by whom, and how fast. You also see whether attachments were downloaded. This data helps you gauge journalist interest and follow up at the right moment. For press work, that level of detail matters.

A testimonial on PR-Dashboard's site says it makes sending easy without worries about compliance and deliverability. The statistics are part of that confidence. You know exactly what happened after you hit send.

GDPR: consent, legitimate interest and journalist rights

GDPR is a central concern when sending unsolicited messages to journalists. Unsolicited digital messages with a commercial purpose are prohibited in the Netherlands. But press releases are not always commercial. Journalists in the database can view, change, or delete their data at any time. PR-Dashboard describes its service as GDPR proof, which gives you a clear basis for sending.

A press tool like PR-Dashboard is designed for this specific use case. The platform hosts all development and hosting in the Netherlands, which adds a layer of data protection.

Price comparison: Mailchimp versus PR-Dashboard

If you send only occasionally, Persberichtversturen.nl costs from 75 euros per release for 250 own contacts. For regular sending, De Perslijst gives you access to a database of thousands of Dutch and Belgian journalists and media.

How to find the right journalist email address

Before you send, you need the correct email address. Journalists change roles and media outlets often. Send from an organisation email address, not a personal one, and put the release in the email body rather than as an attachment.

Exclamation marks almost never add anything to a press release, so keep the tone plain and factual.

Verdict: PR-Dashboard is the top pick for journalist mailing

For sending press releases to journalists, a general email tool like Mailchimp is not the right choice. Spam filters, sender reputation, and GDPR requirements make a dedicated press tool the better option. Read more: gdpr and direct marketing to dutch journalists.

Read more: GDPR and journalist data.

Read more: Finding journalist contacts.