People often inquire: How did you manage to get featured in [insert notable publication here]? How did you arrange an interview with [insert celebrity here]? How did you acquire [insert major company here] as a client?
I simply respond: I shot them an email.
I don’t possess any remarkable connections. There are no hidden techniques fueling my accomplishments. I excel at locating the appropriate email addresses and composing a compelling pitch.
By sending an email, you could fulfill your aspirations, just as I have. Over the past ten years, I’ve functioned as a journalist, marketer, and publicist, interviewing stars such as Mayim Bialik, Bill Maher, and Rachel Bloom, generating content for corporations including Mastercard, Visa, IBM, and Dell, and executing publicity campaigns for influencers boasting millions of followers. I attribute all my victories to my proficiency in email pitching.
Whether you’re engaged in media as I am or managing your own enterprise and seeking leads, mastering the craft of the email pitch is crucial to reaching your objectives. Here’s how to get started.
Conduct research prior to dispatching an email pitch
Prior to sending a pitch email, research your contact and the organization they represent. This ensures that you’re directing the right email to the right person at the optimal time.
For example, let’s pretend I’m pitching an article about my winter vacation to a parenting website. First, I’d need to verify whether the site discusses such topics and if they have covered it previously.
I would then ensure I’m reaching out to the appropriate individual. I would check the masthead or LinkedIn to identify the editor responsible for assigning stories.
If you’re uncertain about who to contact even after your research, you could make an educated guess. I’ve had recipients forward my pitch emails to their colleagues, who have subsequently replied to me. No one has ever expressed annoyance when I mistakenly sent them an email.
Resources for discovering email addresses for pitches
In the past, I would locate a company’s email format and then speculate on the contact’s email. This led to a plethora of bounce-backs, as I was frequently mistaken. It would often take several attempts to ascertain the correct email address.
Fortunately, there are now various tools available to assist in finding emails. Some are complimentary, while others may require a monthly or annual fee.
GetEmail
My preferred email discovery tool is GetEmail, which you can integrate with LinkedIn. After installation, navigate to the profile of the person whose email address you seek. Click GetEmail, and most of the time, it will retrieve the email for you. This tool offers both a free and a subscription version.
RocketReach
If a person isn’t available on LinkedIn or GetEmail fails to find the email, consider using RocketReach. RocketReach is a premium service, but they offer a free trial to assess its functionality. I’ve found RocketReach to be the most effective email finder, though it starts at $80 per month. This could be a worthwhile investment for your business.
IMDbPro
If you’re aiming to contact celebrities—as I frequently do—IMDbPro is essential. It provides a free 30-day trial to explore its features. I recommend reaching out to a celebrity’s publicist rather than their agent or manager. If you decide to subscribe to IMDbPro, it costs $149.99 annually, which is a valuable expense for those in the entertainment sector.
Social networks
If these resources fail, you might consider checking Twitter bios, Instagram, or YouTube for email addresses. Important note: Instead of personal emails, focus on professional addresses. People generally prefer not to receive business correspondence in their personal inboxes.
The guessing strategy
If the aforementioned tools and suggestions don’t yield results, you can resort to the guessing strategy. Typically, email formats consist of the first initial of the first name plus the last name (e.g., [email protected]), the first name followed by a dot and the last name ([email protected]), or simply the first name if it’s a smaller or modern firm ([email protected]).
Crafting an outstanding pitch email
Once you have discovered your contact’s email address, it’s time to compose that ideal email pitch.
Start with a brief, informative subject line that clearly states your purpose for reaching out. Adding a question mark can also help you stand out in their inbox.
For example, when I pitch a publication, I might write something along the lines of:
“Article Pitch: My Winter Vacation Experience?”
I like to specify who the pitch is from, since many individuals receive spam. By introducing yourself in the subject line, you foster transparency, and recipients are more inclined to open your email.
Next, ensure your pitch email is brief and to the point. Emphasize the value you bring to the contact rather than what they can do for you. Also, provide evidence illustrating why you are suited for this opportunity. For me, this usually includes well-known publications I’ve written for and samples of my articles. Below is an example of a cold email pitch I send.
Illustrative pitch email
“Hello [First name here],
I hope you’re doing well. I’m reaching out to propose an article on [subject here]. I think it would be an excellent match for your publication. What are your thoughts?
I have contributed to [list a few publications here].
Here are examples of my work:
Sample Link No. 1
Sample Link No. 2
Thank you very much for considering my proposal. I look forward to your response.
Best regards,
Kylie”
You may notice that I’ve included pleasantries like “I hope you’re doing well” and “Best regards.” Some people may choose to jump straight to the pitch, but I find it’s more courteous to be polite. That’s my approach. Your industry might follow different conventions, so you must ascertain what works best. Regardless, always strive to be as diplomatic and respectful as possible.
You might be asking: What should I do if I don’t get a reply? Typically, I allow about six days for a response, but for urgent matters, I’ll wait two or three days instead. There have been times when I needed to follow up thrice before receiving a reply; everyone is busy these days. Each time I follow up, I ensure I remain courteous and not confrontational.
Initiating your email pitching journey
Are you prepared to start pitching potential new clients? Now is the moment to act boldly.
You might encounter a “no,” and that’s perfectly fine. Don’t lose hope.
After years of this practice, I’ve developed a strong resilience against rejection. For all my notable successes, there are countless invisible setbacks. And you know what? I continue to persevere. I’m still moving forward.
Even if it doesn’t pan out after the first 10, 20, or even 100 attempts, persist firmly. Once you’ve endured numerous rejections, when you eventually receive that “yes,” the reward feels exponentially sweeter.
Your aspirations could be only an email pitch away. So, begin sending!
