Silver Lining: how to write an awesome pitch email

August 31, 2015

how to write an awesome pitch email

I've sent (and received) many pitch emails during the course of my blogging career. Sometimes I'll never hear back from the company, or they'll tell me I'm not a great fit for them. But many of my emails have turned into really successful, awesome collaborations. (Recent favorites that came out of pitch emails can be found here and here. Can you tell I'm on a baby product kick?)

I've learned a lot about pitch emails over the years, and I want to share my tips with you. I believe blogging should be about sharing success, not hoarding it for ourselves, so read on to learn how to write an awesome pitch email!


If you understand cold calling, you'll understand a pitch email. In the business world, cold calling is when you call potential future customers out of the blue and try to get them interested in your product. Pitch emails are the blogging equivalent. A pitch email is an email you send to a company that will hopefully begin a business partnership with their product or brand. In a pitch email, you introduce yourself, your product, and your collaboration ideas.

Here are some tried and tested ways to improve your "cold call" pitch emails:


I can't tell you how many pitch emails I've received that say something like, "Hello Silver Lining, Are you interested in posting about X product?" I honestly don't even open the full email. It goes straight to the trash! If they didn't take three seconds to learn my name, they're not a company I want to work with.

Research who you're pitching to! Take a few minutes to browse their website, favorite their Etsy page, like their Facebook page, or retweet them on Twitter. Find the specific name of the person you're emailing. This shows your potential collaborator that you're serious, interested, and willing to invest in their brand.


Spend a sentence or two telling your potential collaborator about you, your blog and your audience. Don't be shy or talk yourself down! I usually write one sentence about my blog, and one sentence about who my audience is.

This is also a great time to mention why their product is a good fit for your lifestyle. Maybe their product solves a problem you had, or looks beautiful in your home, or makes your work day three times easier. Tell them why you are the perfect person to promote their product.


This is where you tell the company your awesome ideas for working with them. Whether it's a product review, or working their product into a lifestyle post, or including them in a curated list you're making, this is where you get to say your specific ideas for working with the company. Include an estimate of how many times you'll promote your post and their product on your social channels.

I like to pitch two clear ideas. One usually is more comprehensive, and one is less involved. That way, companies feel like they have options and can begin talking about which option would work best for them.

In one of my very first pitch emails, I felt it was too brazen and forward to ask for money right away, so I kind of skirted around the payment issue until the very end of our collaboration, only to find out we both had different (unsaid) expectations about compensation. It became a terrible sticky mess while we sorted things out.

This is not the time to be shy about payment and compensation. This is a business email, so don't be afraid to get down to business! Be very clear and specific. The details can be worked out in later emails, but make sure to mention if you're expecting to be paid in product or actual dollars right from the start.


You're almost done! Ask your recipient their thoughts, which option might be the best fit, and if they have any specific promotions or new products coming up they might like you to rave about. As always, end with thanking them for their time.


Don't forget to attach your media kit! At the very least, leave links to your main social sites, and your monthly reach and audience size. That way, the company can combine your numbers with your creative pitch ideas to get a feel for what working with you would be like.

And that's it! My pitch emails tend to be about three paragraphs long. If you follow this format, you'll end up with a clear, concise, professional pitch email that will impress potential clients and start a great business dialogue with them. Don't be afraid to send a quick follow-up email if you don't hear from them after 4-5 business days.

What tips do you have?
What do you like to see when someone sends you a pitch email?
Any other great ideas for improving pitch emails?
I'd love to hear your thoughts!

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