6 steps to crafting the most effective email pitches

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Every day, over 320 billion emails are sent out for various purposes, from friendly checkups to official correspondences and proposals like cold email pitches. No doubt, emails are still very effective vehicles for delivering messages, whether solicited or not. Hence the reason why professionals employ this means to send out pitches.

However, a bulk of email pitches end up in the trash box of the recipient, and many other times, they are ignored. Although it's not always the sender's fault that a pitch email is ignored, sometimes they are ignored because the pitch was poorly crafted.

If you've had a string of ignored or rejected pitch emails, don't get discouraged, this Workee guide will reveal how to write an email pitch, including every tip and trick in the books. Let's get started by explaining what a pitch email is.

What is a pitch email?

If you've ever sent out an unsolicited email to an organization or a person of influence in any industry intending to share an idea or a proposal, you have certainly delivered an email pitch. They are typically messages sent to prospective clients or customers to convince them to take a certain action, usually mutually beneficial. 

This may include a proposal to buy a product or service stating why the recipient needs it. It can also be a request for a meeting or someone pitching a business idea to acquire an investment or funding.

Don't get it twisted; email pitches are not your typical email marketing or promotional emails. They are often based on mutual value and benefits. It's more about solving a problem by adding value to another person's business.

The goal of an email pitch is to ignite an interest that can lead to other business opportunities or desired outcomes.

How to craft a pitch email in 6 easy steps

Anybody can write a pitch email, but not everyone can write an impactful e-pitch that would ignite interest and attract response. Effective email pitching takes a process, and it's a craft that can be learned. This section will discuss important steps to help you write effective pitch emails and show you how to write a sales pitch email.

1. Thoroughly research your recipient

Most people jump into sending emails without having adequate knowledge about the recipient. People, by default, do not respond to unsolicited emails. Still, there is always a different thought if you're able to create an impression by showing that you know or have good knowledge about the recipient. So start by researching the recipient and getting all the necessary information. This may include;

  • Name

  • Title

  • Opinion, especially concerning their profession or business, etc.

2. Use a compelling subject line

The email subject line is one of the most critical parts of your pitch. It's the first thing the recipient will see, so making it as compelling as possible is important. According to a study, 64% of people decide whether to open emails based on the subject lines. Another study indicates that over 60% of recipients designate an email as spam just by reading the subject line. This underscores the subject line's importance and emphasizes that your creativity should start from the subject, not just the email content.

Tip: keep your subject line under ten words and between 40-60 characters. A recent survey reports that email pitches with a subject line of three words have the best open and click rates. Use action words and make it clear what the email is about.

3. Personalize the email

Personalized content, whether used in a pitch email or not, leaves a positive first impression and encourages the reader to read on. It grabs the reader's attention and dispels any notion that your email is spam. As a result, it is critical that you address your recipient by name and title. Even if you intend to send multiple pitches, try to send personalized messages to each recipient.

  • Address the recipient by name in the greeting.

  • Reference something specific that shows you have done research or have a connection to them (e.g., their recent work or shared interest).

  • Clearly state the purpose of the email in the opening sentence.

  • Be professional and confident, yet polite.

  • Use a conversational tone.

4. Don't make it all about your wants

One mistake many people make when sending out pitches is making it all about themselves and what they stand to gain. This is a selfish approach and can be a turnoff for your recipient. While you highlight what's in for you, ensure that you explain how your product or service can help the recipient solve a problem or achieve a goal. Focus on the benefits it will provide to the recipient and how it will solve their problems or improve their business.

5. Begin with a brief but catchy introduction

Always begin your pitch with an introduction about yourself. This is an opportunity for you to introduce yourself and sell your personality so the recipient would be willing to collaborate with you. This doesn't mean you should lie about what you do or exaggerate your abilities. However, ensure that you highlight your strengths in the best way possible.

6. It should be precise and engaging

Everyone is busy these days, and people are not interested in your pitch unless you can creatively arouse an interest. So it's important to get to the point quickly. Keep your pitch email short, interesting, and to the point, ideally no more than a couple of paragraphs. Be creative and try to use the right words because our email's content determines your response. And trust me, it's not always about the offer but how you present it.

Tip: keep your email between 50-150 words. You may add an attachment or a link to a page if you need to share more details.

What is the ideal format of a pitch email?

The format of a pitch email typically includes the following elements:

  • Begin with a clear and attention-grabbing subject line that summarizes the email's main message.

  • An opening sentence or two that hooks the reader's attention and encourages them to read further.

  • Write a brief introduction that explains who you are and what your product, service, or idea is all about.

  • A detailed description of the benefits of your product, service, or idea and how it can solve a problem or meet a need for the reader.

  • Include a call to action (CTA) that encourages the reader to take a specific action, such as scheduling a meeting or trying a free trial.

  • Add your contact information, such as your email address and phone number so that the reader can get in touch with you.

  • End with a closing sentence that reiterates the CTA and thanks the reader for their time.

  • A professional signature with your name, title, and company details.

Conclusion

Pitch emails are a powerful tool for businesses, entrepreneurs, and freelancers to promote their products or services and generate new leads. However, crafting a successful pitch email can be a daunting task. However, following the tips and steps outlined in this guide, you can craft an effective pitch email to elicit a positive response.

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