Today is the day! The day where we finally talk about what you guys have been wanting to talk about – how to email pitch to brands.
So you read Brand Babes Day 1 where we talked about some must haves your blog/Insta NEEDS so your email can be successful. If you didn’t read it, I highly suggest you hit this button here, read it, litmus test your blog, then come back.
Day 1: Your Roadmap to Working with the Right Brands
Day 2: Breaking Down Email Pitches / / What Works + What Doesn’t (pitch yourself)
Day 3: Standing Out as an A+ Blogger + Over-Delivering on Collaborations (you closed the deal – now you need to OVER DELIVER)
Again guys – my full time job life is working in PR, so I’m on the flipside of blogging. I do a ton of pitches to reporters for stories, and I also get a ton of pictures from other brands.
Long story short – I’m in the trenches of pitching. My job is literally dependent on me getting pitches right, so I have made a serious study out of what to do. Like I will be fired if my pitches don’t succeed.
Without further ado, let’s talk about the emails you sent to brands. Because it’s make or break time.
For the sake of clarity in this post, I’m going to use an example of a brand I would love to work with – Sunday Riley.
make sure your traffic + engagement is at least substantial + growing
If your traffic/engagement is really low or absolutely brand new, focus on gaining those numbers first.
Use Pinterest to boost your initial traffic. I bought one e-book and one e-book only when I started my own blog in March + it was “Pinteresting Strategies” here. This is truly a great tool to learn how to optimize Pinterest for organic, long-term traffic. Highly recommend.
find a contact email for the brand
Some people are going to say not to use the email firstname.lastname@example.org email because you won’t get a response. I disagree – I think if you do the right email pitch, you WILL get forwarded to whoever you need to be in front of.
Use a email@example.com or firstname.lastname@example.org if there is one though.
OR you can go on linked in, go to the company page, go to employees, and then search for marketing and public relations. Then, find the person who does “brand partnerships, digital marketing, public relations,” some kind of title like that.
You could write multiple emails to multiple individuals, trying to guess who the perfect person is for you to be in contact with. Honestly, I would recommend going with a really strong email to the info@sundayriley or pr@sundayriley email.
It’s going to save you a lot of time. And I get good pitches forwarded to me all the time by the support or contact email.
- catchy + short subject line
- direct link to your Instagram + blog
- qualitative stats – engagement rate, monthly views, growth from month to month
- short, sweet, to the point – 3 paragraphs max, 3 sentence paragraphs
- a genuine compliment is always nice
- no extra clicking – don’t direct me to your press page or somewhere else – if you want to tell me about press, quickly list the top 3 brands you’ve worked with
- genuine!! if this looks like the email has been copied + pasted 18 times…I’m already over it
Here’s the kicker guys – some people want to sell you these big email templates for pitching to brands.
Or they want to design a media kit for you for a lot of money.
You just don’t need that, in my opinion.
1. As a PR person, I am absolutely never going to scroll through a 10 page PDF/media kit.
2. You have a 50-50 shot of me actually looking at a 1 page attachment.
3. Don’t do yourself the disservice of waiting on a media kit or waiting on a certain number of followers. The time is NOW and the opportunity is NOW.
mini case studies…example emails
So, I did some Googling and found some of the most popular ways other people are telling you to pitch to brands. And I grabbed some of the email pitches I’ve received, too.
Let’s break down some email samples + how you can improve each one.
the “shoot yourself in the foot before you even start” email
“Hi I’m Erica, I want to partner with Sunday Riley on my blog. I know I’m only starting out, but I would be really really honored to work with you. I don’t have as many followers as some people, but I have almost 1,400 followers on Instagram.
I would love to write about the Martian toner.”
So far, all you’ve done is argue against yourself. You’ve presented 2 great points as to why I don’t really want to work with you.
♡ what to do instead / / change the negative to positives
- I’m a new blogger, so I haven’t partnered with any other brands, so my readers really trust my opinion.
- My followers are increasing by 20% every month.
If you swap those two sentences, as a PR person, I’m going to see you as a new but promising blogger instead of just a flat out newbie asking me for a favor.
the “flat out ask for free product
Hi I’m Erica, I want to partner with Sunday Riley. I’m going to write a post about traveling to Italy on summer vacation and what skincare to bring along. Here are the products of yours and I’m interested in:
- CEO moisturizer ($40)
- Martian toner (30)
- Ceramic cleanser ($20)
All that amounts to $90 worth of product. If you could send me that and an additional $50, I would love to write this post.
(PS – don’t you wish Sunday Riley products were that cheap??)
I’m not lying to you, I’ve seen REAL emails like this. All you’ve done is show me that you want free stuff and then you expect me to pay you when I have no clue who you are, what your blog is, or anything about you.
♡ what to do instead / / turn your specific demands into specific unique content
- use those specifics – so you have 3 products in mind you want to write about. Great.
- tell me how YOU specifically are going to drive different results for me – you’re going to Italy? cool. tell me how you’re going to bring my brand along and give me exposure.
- have you worked with brands before? – if yes, let me know. let me know how the partnership went, let me know the sales, let me know the click through rates
the “You’re putting the work on ME to figure out what to do with your blog”
Hi, my blog is Slightly Savvy and I would love to work with Sunday Riley.
Please let me know if you guys are interested in this!
With this, I have no clue what you’re really asking for. You’re putting it all on me to come up with ideas or figure out what you want. It also takes an additional email for me to respond back to you and be like what do you have in mind.
♡ what to do instead / / give me a unique idea I haven’t heard before
- have a super specific idea already in mind – you want to do an oily skin care series, you want to include a Sunday Riley in a travel content piece on what to put in your carry-on followed up by taking Sunday Riley products through Italy…don’t always put it on the brand to come up with an idea
- use your creativity – “I want to include Sunday Riley in a skincare post” isn’t a unique idea. “I want to include Sunday Riley in my anti-aging skin care story and breakdown the individual ingredients and why they work so well” IS a unique idea.
the perfect email
In a perfect world, I would get emails exactly like this. And perhaps they would also include a $10 Starbucks gift card.
I’m kidding, don’t bribe people.
But also not kidding, I would take a Starbucks gift card.
if you have no previous brand experience / you’re a bit of a newbie
I’ve used Sunday Riley skincare for over a year now, and it worked wonders on my cystic acne, especially the Martian toner and ceramic cleanser. My readers also love hearing about the Sunday Riley brand, and I know many of them love your products, too.
My blog, Slightly Savvy, sees over 7,000 page views/month with an incredibly high 30% engagement rate. My Instagram also sees about a 30% engagement rate. With summer ending soon, I’d love to share some of your products with my readers on repairing sun damage, protecting against pollution, and anti-aging.
I would love to partner with you guys in some way.
if you have some partnerships under your belt
I’ve used Sunday Riley skincare for over a year now, and it worked wonders on my cystic acne, especially the Martian toner and ceramic cleanser. My readers also love hearing about the Sunday Riley brand, and whenever I post about you guys, I get so many questions
I’ve worked before with brands like Drunk Elephant and Tatcha. With Drunk Elephant, I drove a 40% click through rate with $300 in product sales in 1 week. Over 6 months, they sold $2,000 in Drunk Elephant rise +glow serum.
I would love to partner with you guys in some way.
Try that + let me know how it works.
It’s short, sweet, gives me all the info I need in under 30 seconds.
Wrap Up of How to Email Pitch to Brands
On the topic of working with brands….
If you loved this post, drop your email in the pink bar below to join 300+ bloggers who get exclusive strategies from a PR perspective straight to their inbox.
Read Brand Babes Day 1: Your Roadmap + Checklist for Working with the Right Brands –> here
Coming soon –> Brand Babes Day 3: Standing Out as an A+ Blogger + Over-Delivering on Collaborations