Tips for Writing an Effective Email Pitch

14 mins read

When starting a new project, you will find yourself with a small budget and even less time. That last one, time, will be crucial and the most valuable asset in your business. To save it, you decide to send out “cold-call” emails to the possible partners, journalists, and companies who can benefit from your product or service. Getting major media coverage is great for generating attention, traffic, leads for your business. Before you start, know that there is an effective system instead of sending out random emails; you can make a profit in return for writing an effective email pitch. 

Email is still the king of communication in business. But getting your content in front of media outlets and influencers is tough. Not only it has to appear to your target audience, be of a certain level of quality and be ready at the right time, but it’s also got to be picked up by the right person. When it comes to pitching your content via email to journalists, there’s a direct dependence between the authority of a journalist that you hope to cooperate with and the number of emails they’ll get in their inbox every day. With that in mind, it’s definitely worth learning how to make your email stand out from the crowd. So let’s find out these simple tips for writing an effective email pitch.

What Is an Email Pitch?

A brand email pitch is an email you send to someone with a purpose to work together.

The main goal of this email is to introduce your company, start a conversation and distribute your content. The media pitches are sent to the journalists or the editors of a media outlet, newspaper, journal, blog over email to arouse interest in the company’s content, asking if they would like to write an article about it. You don’t need to write a wordy, detailed, complex email. You just need to put the key information about your event, the launch of the new project, or the company’s update.

Your email pitches need to:

  • be brief and convincing;
  • be personalized;
  • arose the interest.

Here are some important tips to send the best email pitches and increase your earned media opportunities.

Tips for Writing a Killer Email Pitch

1. Understand Your Target Audience 

Think about the possible partners and journalists for your product and service. Start with preparing a list of 10 to 20 companies and people who may read your email. As much as you want celebrities to be on the list, let’s be realistic: Even if you do have his/her email, do you believe she/he is reading your cold-call message and is going to answer you? Time is key; don’t waste it. Let’s postpone celebrities as the 12 to 18-month goal and get back to reaching out to journalists who actually check their emails.

2. Work with Your Contacts

One of the best results from having a great email pitch is being able to say, “I know you’ve been working…” Knowing people and their backgrounds can quickly change the result of your email—from a cold call to a warm conversation.

Of course, this may not always be the case, so before emailing this person, try to find public information about them and look them up online. Use the “I read your article online” card, or “I am a follower of yours on Twitter and love the post about…” Anything that could appeal to his/her attention and break the ice of being a complete stranger in his/her inbox.

3. Pitch Your Story and Mission 

Let’s be realistic: Your company is not that interesting to the reader on the other end of your email, at least at the beginning of your business road. Journalists or influencers will probably get a hundred more emails from a company pitching their product/service, some similar to yours. So—what’s your unique feature? Not your company’s story. What is the mission behind your brand and why are you doing this? Provide personal facts and personal stories in your pitch email that the reader can relate to. Be honest and transparent about your plans and desire to become a vendor for this company and what advantages you will both have.

4. Get Straight to the Point

After you have introduced yourself, your project, and done a little genuine flattering, it’s time to sell and present your offer. Make it short and sweet. In three to four sentences explain what you want to offer them and how you can do this. Offer pricing details (low to high) and why your content is worth writing. Personalize this as much as you can so it doesn’t come off as comprehensive and unflattering.

5. Write an Outstanding Subject Line

Sounds stressful, right?

Publication editors and journalists receive so many content pitches per day that if they don’t recognize your name and if you don’t create a catchy subject line, your email might not be seen and opened at all.

Think about this for a second: What would make you pay attention to your email from someone you don’t know? An attention-grabbing subject line is a must. A subject line that stands out from the other unopened emails. Your subject line should be straight to the point and offer a personal message to the receiver. Clear and concise for what you are requesting. It should not look like spam.

6. Make It Personal, but Don’t Be Too

A word of warning: if you email hundreds of companies with the same template of the email, you’re not going to get results.

In your research of the publication, you should find the name of the section editor to whom you’re pitching your piece of news. Failing to address without the editor’s name is impolite, and it signals that you could have blindly sent this email to any editor or publication.

The focus with personalization is to let your target understand that you have read their work and that you are sending this email for a reason, not just because his email address was included in the paid database.

You should not refer to their personal Facebook profiles to see where they like to eat and mention that. Finally, this is a business email, so unless they write about the cat, don’t mention the cat.

7. Provide Social Proof

There are two options to use social proof in your pitch, one more direct than the other.

The first, milder, and definitely highly suggested thing to do is mention a link to your most used and most relevant social network in your signature. If you use Twitter for personal purposes only, you can omit it and use LinkedIn instead.

Another good step would be to contact and communicate with a journalist on social before sending your pitch. That way, they can see that you actually know their work, and are interested in what they have to say. Just don’t follow the follow-up with a pitch within seconds.

As for the second way to use social proof: you can choose to mention a recent result you have had with a post or milestone, however, to some, this will come off as too pushy and obnoxious, so be careful how you utilize it.

8. Make Sure to Follow Up

Don’t think that most emails will go unread or unnoticed. They could get read quickly and flagged for follow-up, but people often get busy and forget to return to your letter. This is where you come with a brief reminder that you would like to chat about your initial email.

Follow-ups are key in the pitching process. Keep it simple and right to the point. In your follow-up email, state that you would like the opportunity to chat with them on a brief 10 to 15-minute call to discuss any questions or concerns they may have. As with subject lines, you should test and find an email sequence that works best. Never follow up within 48 hours. Give your prospect time to get back to you. Usually, around 50% of editors prefer a follow-up email after one week.

9. “No” Doesn’t Mean “No” 

This will happen more often than we expect. It’s okay though; it’s part of the learning process in promoting and PR. Not everyone will agree or even respond. If you see an email from someone saying they are not interested, respond by giving thanks to them for replying and ask them to keep you in mind if anything should change. It’s possible that many journalists who reply have a slight interest but could be working with another brand or on a budget. Having them respond gives you an opportunity and opens the door for future correspondence. Don’t underestimate the power of a no. Sometimes ”no” now could mean yes later.

But if it’s complicated for you to get rejected, you may delegate media pitching. Use a credible all-in-one service PRnews, that will write, pitch media outlets, and distribute your stories at a fixed price for publication. With their huge experience and big team, they know how to make email pitches to be appealing, catchy, and captivating with the result you want.

A Bonus Advice: Know When to Send Your Email

When is the perfect time to send the email that could promote your project? While there is no precise time, the best time to receive a response would be to send your emails on a Tuesday, Wednesday, or Thursday, between 10 a.m. and 3 p.m. This rule works best if you are attracting companies on 9-to-5 working hours. People are checking emails before they start their lunch and when they come back to see what they missed.

Wrapping Up

The secret to getting a response to a cold email, and a positive and interested one at that, is reaching out to the right person, at precisely the right time, with a content they are particularly interested in or cooperate with the right partner to do all this job for you. You have many chances, this will not always happen, and that is not what you should expect.

Aim to offer value to your prospects – after all, you have selected them for a good reason: they might want what you’ve got. All that you have to do now is make them aware in the right format of this fact as well. Time to Pitch (or delegate it)!

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Nastya Zelenovskaya

Content marketing manager at PRNEWS.IO.

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