How To Write a Pitch Email: Step-By-Step Guide, Top Tips, and Best Examples

How To Write a Pitch Email: Step-By-Step Guide, Top Tips, and Best Examples
24 March, 2023 • ... • 1097 views
Natasha Zack
by Natasha Zack

Pitch emails are often dismissed as spammy. Yet in reality, they can be an effective tool for businesses and professionals alike. With the right strategy and some experience, you can generate leads, get new clients, secure partnerships, and seize exciting opportunities using this technique. But first, you need to learn how to write a pitch email with the potential to hit the mark. 

That’s exactly what this article is about. So, let’s get started.

What is an email pitch?

Broadly defined, a pitch email (or an email pitch) is a business email containing an offer or a proposition that you send to a potential client or partner. What differentiates it from spam is value for the recipient: email pitches, unlike spam, are “the real deal” — i.e. they contain relatively personalized offers or propositions that are specifically related to the recipient’s business and can actually be beneficial to them or their company. Moreover, pitch emails are typically personalized, which is something spam emails never are. 

Contrary to popular belief, pitch emails and not necessarily cold emails either. Unlike cold emails that always imply addressing someone you’ve never met, pitch emails can be sent to people you’ve been in contact with: as long as these emails have a business-related offer or proposition, they can still be considered pitch emails. 

Depending on the pitch subject, pitch emails can be of different types. The most common types include: 

  • Sales pitch emails
  • Product or service pitch email 
  • Business pitch emails 
  • Collaboration pitch emails 
  • Article pitch emails 

At the end of this article, you’ll find brief descriptions and samples for each of these types. But first, let’s break down the writing process of a typical pitch email since it is basically the same, regardless of the pitch type. After that, we’ll share a bunch of proven tips to help take your pitches to the next level. And then — it’s finally time for examples.

How to write a good pitch email step-by-step

Writing pitch emails is rarely simple. But luckily, whatever you’re pitching, the general structure of a pitch email is always more or less the same. To put together a decent pitch email of any type in just five steps, follow the guidelines below. 

Come up with a catchy subject line

On receiving your pitch email, your recipient can only see these two elements: the sender’s name and the subject line. Supposing you’re following email etiquette rules and using your real full name as the former, the first thing you need to take care of is the subject line. 

To be compelling enough for the recipient to click on it, a pitch email subject line has to be: 

  • Short and concise. 
  • Original (no copying and pasting from templates!). 
  • Descriptive enough to convey the essence of your pitch. 

The last point is super important: typically, decision-makers in any company receive piles of emails a day, so your pitch email subject line needs to clearly indicate that your message is at least worth opening.

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The first one is good because it mentions the product and the benefits for the recipient.

The second one is not likely to work because it actually conveys no meaning; simply put, it’s pure clickbait.

To craft catchy subject lines that stand out, you can borrow some techniques from marketers and salespeople — for example, you can use some ideas from our article on catchy subject lines for sales. But since not all of these techniques are applicable to pitch emails, you’ll need to be really picky.

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In both examples, a discount is used as an attention-grabber which is a common practice in marketing emails. But in the first one, the subject line introduces the product, whereas, in the second one, it’s not clear at all what the product is. As a result, the first subject line is still relevant despite the gimmick, and the second one comes off as spam.

Address the recipient by name

A generic “hey there” might be okay for a marketing email — but in pitch emails, personalization is key. Starting with a polite hello and addressing the recipient by name helps establish rapport and lets the reader know they’re not seeing yet another spam email.

Moreover, including the recipient’s name in the subject line or in the introduction paragraph of your email can help you reach the right person even if you don’t have their precise email address and have to use their department’s address instead. 

Introduce yourself and your pitch subject

Next, briefly introduce yourself: mention your name, company name, job title or professional occupation. Then, proceed with explaining why you’re approaching the recipient with whatever you’re pitching and describe your pitch subject in a few sentences — typically, 3-4 are enough.  

Though you might be tempted to get into detail right here in this paragraph, keep your introduction short to keep your reader engaged and prompt them to continue reading.

Pro tip

If there is any connection between you and the recipient — for example, you have a mutual acquaintance, worked for the same company, or attended the same event recently, feel free to briefly mention it in this paragraph to break the ice. You can do that right after you introduce yourself and before you move on to your pitch subject.

Highlight the value

Now that you’ve established a connection and made it clear that what you’re offering is relevant to the recipient, you need to explain how they or their company can benefit from accepting your offer or proposition.

For product or service pitches, it can mean listing the ways your product/service can solve their problems and alleviate pain points. 

For collaboration pitches, you’ll need to highlight the positive outcomes of the collaboration. 

For business pitches, laying out enticing figures can be the winning strategy. 

You can also mention the pricing here, especially if it is your competitive advantage or you have special offers on the table. That said, you need to remain succinct and try to keep this paragraph around 2-4 sentences long.

Important

Sometimes, people forget about personalization in the “value” paragraph as it doesn’t typically contain names or personal details. However, if your offer is not tailored to the recipient’s needs, you won’t likely manage to keep them engaged throughout the rest of your email. To avoid losing the prospect, research the person/company you’re pitching to and formulate your offer accordingly.

Wrap it up with a polite sign-off

At the end of your email, thank the addressee for their time and attention and gently ask for feedback. You can also offer to schedule a call in case they are interested. To wrap it up, use a sign-off phrase such as “Sincerely, [Your name]” for strictly formal emails (e.g. pitches to potential investors) or something more casual like “Best regards, [Your name]” in other cases (e.g. collaboration pitches).  

Finally, remember to add your email signature featuring your full name, credentials, contact info (office address, phone number, email) and a link to your or your company’s official website. Optionally, you can include your photo or brand logo, links to your business social media profiles, and other info you consider relevant.  To achieve consistency and a professional look in all your business emails, you can use an email signature generator.

Here’s a good example of an email signature that looks nice, clean, and professional:

pic
Source: Zapier

When designing an email signature for your pitch email, you can follow the guidelines from our article on the topic. The article is best suited for realtors, but even if you’re not one, don’t worry — you can easily adapt most of the tips to fit your specific industry, whatever it may be.

7 essential tips on writing a pitch email that works

Before we move on to the examples, here are a few not-so-obvious tips on writing successful pitch emails. Using them can help take your email pitches to the next level and increase your chances of getting that craved-for positive reply.  

Avoid cold pitches

People instinctively trust people they know, even though vaguely, more than complete strangers. That’s why cold pitches (i.e., pitches to people you have no connection with whatsoever) are always the hardest to nail, so it’s best to avoid them if you can help it. 

To “warm up” your recipient, research that person and the company they represent, and try to connect via a referral or a social network such as LinkedIn prior to sending your pitch to them. You can also use a networking event, online or offline, to acquire connections. Even if they won’t remember you, a reference to an industry event you’ve both been to will have a positive effect. 

Double-check the recipient’s email address

You wouldn’t want to send off your carefully crafted pitch to someone who has nothing to do with it, would you? To save yourself the trouble, always double-check the recipient’s address to make sure it’s written correctly. 

And that’s not just the address that needs checking, but the recipient’s name as well. 

Moreover, typos, errors, and grammar mistakes should not make their way into your email either. To ensure you got everything right, re-read your pitch email a couple of times prior to hitting the “Send” button, and use grammar checkers (Grammarly, ProWritingAid, Google’s built-in checker, etc.) if necessary. 

Pick the right tone of voice

Depending on the type of your pitch and the person you’re addressing it to, you might want to tweak the tone of voice of your email slightly. For example, sales and collaboration pitches can be more casual and conversational (within certain boundaries), while business pitches call for a more formal approach. 

When you’re unsure what tone of voice to choose, it’s always best to err on the side of formality. This way, even though you risk sounding a bit stiff, you’ll at least avoid coming off as ill-mannered and unprofessional.  

Leave out unnecessary details

As we’ve already mentioned earlier, it’s crucial that your pitch is concise and focused. That means it’s best to omit any unnecessary and/or irrelevant details that might distract the reader from the gist of your message. 

In case the recipient needs additional information, they can ask for it in their reply email. To prompt them to do so, you can add a short sentence indicating that you’ll be glad to provide further details at their request if they are interested in the offer.  

Personalize it

Emails that scream they are copied and pasted are a definite “no” when it comes to pitches. Even in marketing communications, personalization is one of the general best practices — but in business, personalizing every element of your email is a must.

The same as in marketing, personalization starts from the subject line — for example, you can mention your recipient’s name or their company name right away. If you’re sending a bunch of emails at a time, using A/B testing will help you pick the subject line that works best. 

Apart from subject lines, it’s worthwhile to add personalized details such as company/brand names in the email body whenever possible (using merge tags will make the task easier). Approaching the “value” paragraph the right way, following our advice in the previous section, will also add a personalized feel to your email. 

Be sure to follow up

In email marketing, sending follow-up emails after getting no response is a commonly used tactic. For pitch emails, it works just as well. If your first email went unnoticed, following up with another one can make a difference between losing a prospect and closing a deal. 

To avoid being too pushy, be sure to wait about a week before following up. But don’t wait too long unless you want to start all over again. In your follow-up, mention your initial email and briefly reiterate the essence of its contents, wrapping up with a cordial request for any sort of feedback. 

Prepare for a negative reply

Last but not least — the sad fact is, pitch emails, especially cold ones, don’t get positive replies very often. The best thing you can do about it is to accept the fact and not get too downhearted if you get a “no”.  

In fact, you can consider yourself lucky if you get any answer at all because that means the recipient considered your offer significant enough to be noticed. Whenever you get a negative answer, warmly thank the person for responding and ask for permission to write again when you have another idea, thus securing a connection for future pitches. 

6 Best pitch email examples to learn from

Feeling a bit overwhelmed? In this section, you’ll find pitch email examples of six different types that illustrate how you can put theory into practice. Use them as a model while perfecting your pitch writing skills — but don’t copy and paste them word by word when sending actual pitches!  

Sales/product or service pitch

A sales pitch email is an email that salespeople send to potential customers. Essentially, it’s a brief presentation of your offer aimed at sparking the prospect’s interest and encouraging further contact. 

Product or service pitches are a lot similar in essence. The difference is, they are somewhat more focused on the specific features of your product or service, while sales pitches are more about the business in general. 

Both of them, however, should focus on how your business, product, or service can help solve the prospect’s problems/alleviate their pain points. That said, you can add or omit certain details and shift the focus slightly depending on your pitch subject. 

Now, here’s what a sales pitch might look like. In this example, we don’t get into detail and describe the specific features of the services the company offers. Instead, we’re focusing on how beneficial working with the company can be for the prospect’s business. 

To: [email protected]  

Subject line: Improve your logistics with [Company name]  

Hello [Recipient’s name], 

I’m [Your name], Senior Sales Manager at a rapidly growing logistics company [Company name]. As an [Recipient’s job title] of an e-commerce company, you might be curious to know how to take your logistics to the next level. And we at [Company name] know the answer. 

For over 5 years, we continue providing the services necessary for e-commerce firms like yours to thrive. Companies such as [Company X] and [Company Y] have already upgraded their logistics with us. With enhanced delivery speed and decreased percentage of damaged goods, they’ve managed to drastically improve customer feedback and increase sales. Should you decide to work with us, we will help [Company name] achieve similar results. 

If this sounds exciting, I’d be happy to share more details and answer your questions over an online call. Please let me know if you’re interested, or simply book a slot on my calendar right away.  

Best regards,

[Your name]

The following example, in turn, highlights the product and some of its features, which is typical for a product/service pitch. However, it’s important to only mention those features that can be useful to the recipient and their business.

To: [email protected] 

Subject line: The CRM solution to tackle your issues  

Hello [Recipient’s name], 

I’m [Your name], Senior Sales Manager at [Company name]. We met briefly last week at [Event name], and I remember you mentioned an issue you had with a CRM solution you’re currently with. 

As a representative of a tech company specializing in software solutions for sales and marketing needs, I’m happy to offer cutting-edge CRM tool that I believe can help you tackle those issues. 

Here’s why:  

  • Our CRM tool is specifically tailored for e-commerce, so you’ll have all the features you need as an e-commerce company. 
  • We have a range of pricing plans that lets companies save money on unnecessary features.
  • Our tech specialists and personal managers work hard to make a transition from another CRM tool as seamless as possible.

Does this sound exciting? Please let me know if you’re interested in scheduling a call to discuss the details.

Yours faithfully,

[Your name] 

P.S. Almost forgot to mention that we’re currently offering a 15% discount to all new clients for the first three months!

Business pitch

Business pitches contain a brief presentation of a business or a business idea to people who can help it grow and develop. These are typically investors or potential business partners, but you can also target business pitches at influential people who might share your idea with their connections or audience and thus give it a push. 

to: [email protected] 

Subject line: Business pitch: Innovative sustainable fashion brand

Dear [Recipient’s name], 

I am [Your name], a professional fashion designer and an aspiring entrepreneur. I’ve heard that [Company name] is looking to add sustainable fashion brands to its portfolio. That is exactly the business I’m in, so I thought you might be interested in what I have to offer.  

Right now, I have a sustainable fashion startup, [Brand name], that is already growing steadily and, I believe, has the potential to win [x%] of the fashion market in the next [x] years. But to do that, we need to scale up, and that means additional funding. As my research indicates, the demand for sustainable apparel is on the rise, while the supply is still scarce, so this is the best time to set the wheels in motion. 

If this sounds like the business deal you’re looking for, I would be happy to show you my detailed business plan and answer your questions over an online call, or in any other format convenient to you. 

Sincerely,

[Your name]

Collaboration pitch to an influencer

Collaborations with influencers (bloggers with a large number of engaged followers) help businesses raise brand awareness and grow their customer base. To reach out to influencers, brands send collaboration (partnership) pitch emails. There, they introduce their company, the offer, and the benefits the partnership can bring to the influencer.

To: [email protected] 

Subject line: [Influencer’s name] x [Brand name] = Collab? 

Hello [Influencer’s name], 

I’m [Your name], PR Manager at [Brand name], a rapidly growing eco-friendly cosmetics brand. We here are huge fans of both your amazing content and the way you consistently keep your audience engaged. We also believe that we share the same values, so we thought we should reach out to offer a collaboration.  

The thing is, we have a new collection planned for release on [Date]. It will feature innovative eco-friendly makeup products — eye pencils, eyeshadow palettes, lipstick, and mascara. Right now, we can offer items from this collection exclusively to you for your next tutorial video. Plus, of course, we are totally prepared to consider your rates. 

Does this seem exciting? Please let us know if you’re interested in discussing the matter in detail by replying to this email. We can also schedule a call if you have 15 minutes to spare — just grab a slot on my online calendar [link to the online calendar].  

Best regards, 

[Your name]

Collaboration pitch to a brand

For influencers, partnerships with brands are their bread and butter. Oftentimes, big social media influencers and celebrities get offers from brands on a regular basis without having to reach out themselves. But for the smaller ones, pitching brands the right way is the key to success, growth, and financial wellbeing. 

To: [email protected] 

Subject line: Collaboration with [Your name] 

Hello [Recipient’s name],

I am [Your name], a YouTube beauty influencer with over 50,000 subscribers. I’ve been a fan of [Brand name] for quite a while now, and your brand values are totally in line with what I personally believe in. So I thought I might offer a collaboration that I’m convinced has the potential to be mutually beneficial. 

The thing is, I produce weekly beauty tutorials that typically garner plenty of positive reactions from subscribers and consistently get lots of shares on social media (you can check my stats here for proof [link to the document]). Lately, my audience’s been crazy about organic products (you can see for yourself here [link to a relevant video]), and I am sure it’s going to love yours as well. So, here’s the deal: I’ve heard, you have a new collection coming up, and I’d be really happy to feature items from it in my tutorials.

Please let me know if you’re interested by replying to this email. Alternatively, we can schedule a call if you have 15 minutes to spare — just grab a slot on my online calendar [link to the online calendar].  

Hoping to hear from you soon.

Sincerely,  

[Your name]

Article/guest post pitch

Article pitches (or media pitches) are sent out by journalists and PR agents to suggest story ideas to editors. To hit the mark, such pitches need to be relevant to the media and contain details such as the article’s working title, its outline, and a short summary of the story. 

Guest post pitches are similar to article pitches, except that they might also include details concerning the hyperlinks the article needs to feature.

To: [email protected] 

Subject line: Article pitch: AI Impact on Education  

Dear [Recipient’s name], 

Are you interested in a long read on how AI impacts the education industry? I have an idea.

I am [Your name], an experienced journalist specializing in business and EdTech. As a great fan of [Magazine name], I’ve wanted to contribute for years — and, finally, I’ve got an article pitch that I believe is a perfect fit for your magazine. 

Right now, I already have an outline for the article plus the first few paragraphs in the draft — you can check them out here [link to the document]. I can also obtain comments from leading experts in the field for this article (I’ve already sent them comment requests and secured their consent). 

So, what do you think? Please let me know if you have any questions or need any further details. 

P.S. If you would like to know more about me and my work, feel free to check out my official website and LinkedIn profile: 

  • [Link to your website]
  • [Link to your LinkedIn profile]

Hoping to hear from you soon,

[Your name]

Final thoughts

If you’ve ever considered pitch emails spammy, annoying, or ineffective, it’s high time that you changed your opinion. In reality, pitch emails can often bring stunning results, provided that you handle them properly. 

To master email pitches, use our guidelines and tips, and learn from the sample pitches provided in this article. To make your pitches unique, simply tweak the templates, combine the elements when necessary, and maybe add a touch of your personal style. As the general structure is always the same, you won’t need to change much anyway. Good luck!

24 March, 2023
Article by
Natasha Zack
I’m a professional journalist with 10+ years of experience. Throughout my career, I’ve worked with various kinds of media — print, online, broadcast. Currently, I write copy for brand media and teach English part-time. I also have my own edtech passion project dedicated to teaching English via Marvel Cinematic Universe.
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