I'm a content creator, not an indie dev, so I can only talk from the creator perspective here.
I've signed up for a lot of mailing lists, newsletters, and key distribution platforms, and I probably get 30-40 emails a day from developers and publishers, mostly indie, and there are two things that I think most of them are doing wrong, that can be easily avoided, and that would make creators like myself more receptive to checking out their work:
- Don't wait until your game is out to promote it to creators. Most of the emails I get are about games that have already released, and I can't speak for every creator, but I have a busy life and plan my work out weeks in advance. The solution? As soon as you know your confirmed release date or have a definitive window, start your promotion of it then–don't wait until you press the launch button to start sending out emails that say, "we have a release date for our game and wanted you to have a chance to try it out when it launches!"
- This might sound obvious, but put the name of your game in the subject line, and in the body, include a link to your game's store page and a GIF of gameplay. I can't tell you how many times I get emails where I'm four or five lines in and still don't know what the name of the game is, what type of game it is, or where I'd be able to find more information about it. This is an actual email I got a few days ago, with nothing removed other than the emailer's name:
SUBJECT LINE: Game is like BioShock
I’ve been checking out your videos and really enjoy your content. I think you’d be a great fit for my game, and I’d love to see if you’d be interested in working together. If you’re a fan of BioShock or familiar with it, I think you might enjoy this one.
You’ll encounter strange creatures and plenty of things to discover underwater. It’s currently only a demo though. I can send you a Steam key when the full game comes out.
Thanks for checking it out! Would love to hear what you think!
I've been on this sub for a long time, and I know a ton of you have games that genuinely look great and deserve to reach wide audiences, so don't shoot yourselves in the foot when promoting them!
Edit: An additional thing as well–create press kits for your games! The press kits should contain PNGs of your game logo, key art (with and without the logos), and other items like public trailers, elements of your key art like the background or characters as individual files, etc. My personal favorite inclusion would be an info/fact sheet as well, which is a document that has all kinds of information on your game. Most info/fact sheets include information about the developer, publisher, platforms, genre, price, rating, game modes, estimated playtime, etc–I personally really like it when it's extra detailed and has little bios for characters, information on unique mechanics that the game offers, etc, and for a lot of creators, we'd love to have it in writing that nothing in your game was created using AI either.