The ad nauseam industry discussion around e-mail has taken the topic from tired to expired. The latest focus is spam filters.
If your communication with a journalist cannot get through a spam filter, it does not deserve to get through. If the editor does not recognize your e-mail address, your subject line should communicate the value you offer them—a story.
How many media use e-mail? Who cares, it does not matter. How often do you read in EVERY SINGLE article on media relations techniques that you should customize media pitches? Our job is to get the media customized information based on their personal preferences. This will not change—regardless of technology. Faxes did not change this fact, e-mail did not change this fact and, more obviously, IM, blogs and social networks will not change this fact.
Communicators try and make e-mail do all of the work. Instead it causes all of the problems.
From html vs. text and attachments to mass e-mail pitches and spam filters. Stop trying to make e-mail do more than it should.