Email Pitch Templates

When you first start your company, you want to grow your company. You want to get results as quickly as you possibly can. However, like everything that you need to work at, it takes time. You may not have the revenue to create exposure for your business, but once you learn how to pitch, things will work out in an effective way.

In this guide, we will go into detail about:

  • What is an email pitch? 
  • Components of writing an email pitch 
  • Tips to get your startup noticed 
  • Email pitch templates 

What is an email pitch? 

You’ve got to start somewhere right? Even though they are widely discouraged in the marketing industry, they are email messages that are sent out without any previous relationship or conversation with media outlets. It can be harder than most communication because, as mentioned before, you don’t have a relationship yet and you lack non-verbal feedback, so you can’t modify your approach.

But, they do and can work. Lots of people and startups have been launched through cold emails. Not a lot of research has been done about the effective of cold emailing but, from what has been shown is that an effective cold email does these things:

  • Tailor the message to the recipient
  • Validate itself
  • Focuses on the needs and wants of its audience
  • Stays short, easy, and actionable
  • Is appreciative

1) Tailor the message to the recipient

 Much like everything else, you need to do your research. When it comes to cold emails, you need to personalize the email as much as you can. To the media outlets it shows that you have thought about who they are, how they see the world, what interests them and what they want. It also shows that you have put work into understanding them.

You need to include why you are emailing them and not anyone else. People are more motivated to help others if they feel like they are uniquely qualified for the task and by telling them exactly where they fit in, you can tell a story that makes sense to them.

2) Validates itself

When we meet strangers, we want to get to know them. The same thing applies when you send an email pitch to people you don’t know. However, in this case YOU are the stranger. If you’ve done the steps, you would have already done the research on the people that you are emailing, but they don’t know anything about you and you need to show that they can trust you and you are a credible business.

One way that you can do that is to mention someone that you might have in common because it shows that if you are no longer a stranger because you’ve got a direct connection with them. However, if you also have any authority, credibility, or social status that might be relevant to the media outlet you are talking to, that helps as well. The more “important” you are, the more likely you are to get a response. But if you don’t, being part of the same industry and group is also an important human attraction. You can look for unexpected connections to bond.

3) Focus on what they want or need

If you have figured out a problem that your audience might have, you can try and alleviate the problem by offering relief with your product or service. If you can solve a problem, you can equally give people something that they want. However, whatever you decide to provide or gift them, it needs to feel appropriate to the situation.

4) Keep it short, easy and actionable

The chance to help someone is very enjoyable to people because it makes them feel better about themselves. So, by asking for help you are giving them a chance to feel good about themselves.

Shorter emails are more likely to be read than long ones, especially ones that request clear, specific actions. One of the best ways to keep it short and simple is to write the way that you would talk. Make it sounds as natural as possible and do as much work for your audience as you can. This makes them exert a certain amount of mental energy to make a decision that would be beneficial for the both of you, but ultimately gives them the final decision depending on how you have presented yourself.

5) Be appreciative

You need to remember that you are asking someone that does not know you to do you a favor. If you were to express gratitude and vulnerability, you give them the feeling that they have that little rush of power and status because you are approaching them. This sounds like groveling, but this actually gets results. Putting the ball in their court actually doubles response rates because you are thanking them for their time and effort. Even by thanking them for their time and telling them that it is fine if they are too busy makes them more likely to help you because it also gives them a way out.

Key Components to writing the perfect pitch

  • The body of email is short but personalized
  • The subject line is concise, but able to attract the reporter to open the email
  • Addresses the reporter by name
  • Sent to relevant media outlets who writes about your topic.
  • If you already have a relationship and ready to pitch a story, you can explain why a press release would be beneficial to their publication
  • Holds an emotional hook for reporters, so they want more information.
  • Don’t use buzzwords.

Tips to help your startup get noticed

When you first start out, it is important to SPOT YOUR SOURCES, you need to send your emails to the right people. You want to make sure that you are finding the relevant media sources for your company. You can do that by following industry-related publications and searching to search engines to find sites. Before you even send an email, you need to DO YOUR RESEARCH. You need to have prior knowledge and research about the audience and market you are trying to emerge in. Try and talk to other writers and gain all the knowledge you can.

In today’s world of journalism, it is important to have a social presence because everything is getting shared and posted through social media. You can even find them by following their profiles and offering comment on their articles in addition to sending emails. You also need to connect with sources, personally and professionally because it is a great way to network and you even never know what positive things can come out of it.


It is important that you are patient, but you have to ride the fine line between being persistent and being annoying. Give them time to read what you have sent to them. If they haven’t sent a response, wait a few days to reach out again and they will either tell you the good news or bad. Even if you have gotten bad news, be consistent and email whomever you can. Be committed to your company and try and create goals that will continue to be good for you business.

You can also use other mediums to get your idea across. Do not underestimate current non-traditional ways to communicate because it can help you in the long run.

Figuring out how to write the perfect pitch is a work in progress. It is something that you keep learning. It takes some serious time and effort, but if you understand the audience you are trying to target and the things you can do to stand out from the competition, you will do a great job.

Select a template.

For help and more information about email pitches and how we can help you create the perfect email pitch. Check out our packages and website