How to write your Pitch Email (+ Template and Examples)
Now that you’ve written your press release [hyperlink press release article] and you know who you want to send it to [hyperlink finding people to pitch to article], how do you write the perfect email to make sure someone actually sees your press release? What needs to be included in your pitch email?
It’s not hard at all, it’s just a matter of making sure you include the information in a way that the person receiving your email will have enough info to go off of.
First we’ll explain what goes into the email, and then we’ll give you actual examples as well as a template for you to use to write your own pitch emails.
The subject of your email is an extremely important factor in whether the person will open it or not. You’ll choose the subject according to what you’ll be pitching. There’s a few ways to go about it:
If you’re pitching a story, a music video or a full project, you’ll usually just want to put the angle (possible headline) in the subject. We went over this in our article about how to tell your unique story [hyperlink]
If you're reaching out to someone new and you have their name, you might want to say their name in the subject (ex: For [NAME] or ATTN: [NAME]).
If you’ve built up a fan base and have a recognizable name you may want to put “ARTIST NAME x OUTLET NAME” in the subject.
Other possible titles are "Video for Post Consideration" or "Looking to premiere video on your site"
Overall, you want to get the person’s attention and most of the time you want to give them some insight as to what’s in the email.
Before digging right into the music or story, you must include a brief personal intro that gives the reader a bit of background info about who you are and why you’re reaching out. It must be professional and to the point.
Like this intro that our publicist Ryan wrote when pitching Casey Veggies to All Def Music:
As you can see in the intro above, Ryan started off with a professional greeting. He then gave background on who he was and why he’s reaching out. He didn’t leave it open ended, instead he mentioned exactly why he was reaching out (not just to get coverage, but to get Casey Veggies featured on “The Bar Exam” which is a content series produced by All Def Music).
Ryan then proceeded to let the reader know that he’s included some info about Casey in the email and he ended it with a very professional closing line.
Your intro can be short and sweet.
Since you’re an artist (not a publicist), your intro might look like this:
"Hi [name of blogger, journalist, writer person] my name is [your name] and I'm an artist from [your location]. I read the piece you wrote about [hyperlink to a piece they wrote] and based on that I think you would enjoy my content. I would love for you to check out [my latest video, my latest single, my latest album] for post consideration. I have included some more details about it below. If you need any further info please let me know. I appreciate your time. Thank you"
other things to include in the body of the email:
Potential Title/Subtitle: After the intro is when you’ll give further information about what it is that you’re pitching, starting with the possible title of the article (aka the press release angle) [hyperlink angle article]. Not everyone includes this however it can be very helpful for the writer if you include a title (and maybe even a sub-title) that they can use for their post
As you can see in the example below, the title is “Casey Veggies Takes Time to Appreciate His Blessings in the Official Music Video for ‘The Ceiling’.”
The other things included in the above example are:
Artwork: When being posted to an online outlet the person always needs to include some sort of featured image that will show up with the post. In this case it would be the artwork that goes with your song. If you do not have this, you should still send a professional press photo of you for the writer to include. Important note: Do not include it as an attachment. You do not want to clutter up anyone's email (writers/bloggers do not like emails that have attachments in them and sometimes they get deleted before even being opened) so instead of attaching a photo be sure to "insert photo" directly into the email. In gmail you do this by clicking the camera icon.
Video Link (or song link): The link should be right under your intro in what we call "above the fold" in the marketing world. Above the fold is the area on the screen that someone sees instantly without having to scroll. The last thing you want to do is make someone have to dig through your email for your song/video link, you want to make sure it's right there in their face.
Description: This is where you insert your written press release [hyperlink how to write a press release article] to paint a picture for the person reading the email in order to get them intrigued as well as give them inspiration of what to post. Many people will just copy/paste your description directly into the post on the website (although that isn't ideal it happens often).
Your Links: Aside from all of the above info, you’ll need to include Social Media Links and your website link [hyperlink designing website article]. You must make them clickable links. Never just put the @ name. The person should always be able to click on the link (the easier you make it for someone to find you the better chances you have of them supporting).
Copy/Paste the following into a new email and add your info:
Hi [insert name of blogger, journalist, writer person] my name is [insert your name] and I'm an artist from [insert your location]. I read the piece you wrote about [hyperlink to a piece they wrote] and based on that I think you would enjoy my content. I would love for you to check out [my latest video, my latest single, my latest album] for post consideration. I have included some more details about it below. If you need any further info please let me know. I appreciate your time. Thank you.
Link to song/video:
Use the template above to create your own pitch email. Pitch to three outlets of your choice. Then head on over to the MBHT Facebook Group and tell us how it went!