Up until this point, we'd been writing, tailoring and sending press emails manually. We did this to break our emails free of the 'promotions'/'updates'/'social' tab that exists in Gmail. This approach was fine in the short-term, but was an inefficient use of our time in the long-run.
So we built a mail-merge tool which integrated with Gmail / SMTP to send bespoke-tailored, and delivery-efficient email with a vastly improved open rate.
This also meant we were recording who we sent what keys to, and so we could send follow up emails with the same/previously sent keys. Voila!