How to Write a Pitch Email

Sending a pitch email can be tricky—one mistake, you are either left unread, in the trash, or worse, you are marked as spam. It doesn’t, however, negate the effectiveness of pitch emails—in fact, they are very effective! MailChimp reports that the average email open rate is 34%. By contrast, the success rate of cold calling is approximately 4.8% — if you are lucky.

But as effective as they can be, you still have to learn how to craft a compelling pitch that resonates with your audience. The mistake most people make is that they go online to look for templates. While templates are good, they may be too generic, which might be a turn-off for your readers. Unlike those templates, good email pitches typically carry a touch of personality in them—a mix of confidence and a bit of emotion. 

If you are interested in writing good pitch emails—the kind that gets you good numbers—this article is for you. In this piece, you will learn how you can write your own pitch email instead of depending on online templates. We’ll cover best practices and tips to help your messages stand out, and of course, we will show you some of our own examples. 

What Is an Email Pitch?

An email pitch is simply a business email you send to a prospect, telling them of an exciting offer or a proposition. The prospect in this scenario could be a customer, partner, or an investor.

Depending on your goal, pitch emails come in different types:

1. Sales pitch email 

This email serves as an introduction to potential clients for your good or service. You are not forcing the product down their throats—instead, you are demonstrating to them how your product or service may ease their burdens or solve problems.

2. Media pitch email 

Here is your chance to shine a spotlight on your brand or expertise by offering valuable, newsworthy content to journalists. Offer up some valuable, newsworthy content and watch the media come knocking.

3. Investor pitch email 

Ready to make your big break? Then, this email is your chance to wow potential investors with your next big idea. The aim of this email pitch is to show potential investors that your idea isn’t just good—it’s worth their time and money.

4. Collaboration pitch email 

Collaboration pitches are for people seeking to reach out to potential partners. You write such emails to show them why teaming up with you is a great idea. 

How a Pitch Email Differs from Other Types of Marketing Emails

You might be thinking, “I’ve never received a pitch email.” However, if you’re a decision-maker in any business or industry, chances are you’re wading through dozens every day. 

How do you recognize one—what makes these emails really different, and why are they so powerful?

• Purpose and objective: Unlike general marketing emails that cast a wide net, pitch emails are not just informing readers; they’re persuading and prompting specific actions. 

• Target audience: Pitch emails are highly personalized. Unlike other types of promotional emails, they usually carry specific offers that the recipient will find beneficial—either on a personal level or on a business level. 

• Content and structure: Effective pitch emails are typically shorter and more direct than regular emails. 

• Tone and style: Compared with other types of emails, pitch emails use a more formal tone. 

Best Practices for Crafting Email Pitches

Research your recipient

Imagine you’re allergic to cats, and suddenly, you get an email offering you 75% off on cat food. That’s exactly how your recipients feel when you send them good but irrelevant offers. No one wants to get a sweet offer they do not need from someone they do not know too well! 

So, before you start writing your emails, take some time to understand your recipients. What makes them tick? What problems are they facing? How does your product help with their unique needs?

Keep it concise and focused

How many minutes do you think your readers have to read your email, given that the average individual receives over 100 emails every day? Definitely not 2 hours. 

Yes, you want to tell them everything on your mind and make sure they catch the point. Sadly, your readers aren’t settling in with a cup of coffee to pore over your every word. They’re more likely scanning your email faster than a teenager swipes through TikTok videos. Therefore, go straight to the point.  

Use a professional tone

Everyone listens to a salesman who is confident and knows his onions. Similarly, your pitch emails will only get the attention you seek if they carry a professional tone. 

While a professional tone can mean many things, it generally means you are trying to strike a delicate balance—sounding confident without seeming arrogant and witty without being inappropriate. 

Sales and collaboration pitches might follow a business casual tone—loosen up a little and crack a joke or two. For high-stakes business pitches, you should keep things as formal as possible. And if, for some reason, you are not sure, you can simply keep it formal. 

Personalize your message

Everyone wants to feel important, not like they are just another name on your list. If you don’t want your readers to feel that way, your email pitch must show them you wrote it specifically for them and not something you sent to everyone.

To do that, you should add some personal statement that’ll make your reader wonder, “They must really know me.” For instance, you can toss their name in the subject line or start the main text by celebrating their latest big win. You can go further by mentioning their position at the company or even the industry. 

Follow up strategically

Finally, the sad truth about email pitches is that, even when you write a good one, you might not get the response you want. Some of your “perfect emails” will just go unread, while some people will read without getting back to you. And no, it’s not you—life just happens. 

Sometimes, people forget to read their emails, and in some cases, it’s just sheer coincidence—maybe your email just arrived at the wrong time and got mixed up with the others. However, don’t give up just yet! 

To turn radio silence into replies, craft a follow-up that’s both friendly and firm. Wait a week, then reply directly to your initial email. Briefly mention your pitch again and offer a quick call to discuss further. Sending the nudge after a week reminds them of your value without being pushy. 

Examples of Effective Email Pitches

Let’s look at some pitch emails that hit the mark:

Sales pitch example

Notice how the email starts with the name of the recipient, their recent company achievement, and even their industry. There is no way anyone will read this email and think it was sent by mistake because it ticks all the right boxes in terms of personalization and proper research. By the way, notice how it’s not too long but still offers specific, data-backed benefits to the reader. Now, that’s how to write a sales pitch without sounding pushy.

Media pitch example

The first thing to see here, aside from the name of the journalist, is how the writer referenced their last published article. While reading this email, the journalist can almost feel like it is from a fan—someone who always takes time to read his articles. 

Here is the tricky part: when sending messages like this, ensure you actually read the article. Mentioning something irrelevant from the article would most likely get your recipient turned off and unwilling to trust you. However, if you can successfully show them that they are good at what they do, you are likely going to get the response that you want. 

Collaboration pitch example

One thing that stands out in this example is the clear declaration of mutual benefit. Of course, it also has all the elements of personalization and proper research. However, the email goes a bit further to show the reader the big benefits they will gain from the collaboration. 

Notice how the writer is strategic with his numbers. Similarly, you shouldn’t just tell your potential partners that they will gain more engagement by collaborating with you. No, that won’t work. Instead, what percentage increase are you proposing?

To Sum Up

If you want to sell your products, learning how to write an email pitch is one of those skills you must have under your belt. Like we already established, the “perfect pitch email” is not something you stumble upon on the Internet.

So, you must be prepared to work with the principles above and create your own style. As you do so, remember to keep things simple (remember the KISS principle?). Cut to the chase and keep things professional.