To The Studio ➮

Part I: How to Send a Pitch (Perfect) Email

SGS Universe
August 10, 2017
Brittany Leonor

If you saw my last post about selling, you’d know that it isn’t about forcing someone to buy something they don’t need - it’s about aligning needs with solutions. If you missed it, go check that out first HERE.

So now that you know selling doesn’t equal icky, how do you make connections in the first place?

Enter the pitch email.

Yes, randomly emailing someone, putting your work out there, selling yourself and asking to be hired.

It sounds scary right? But trust me when I tell you it can lead to some amazing opportunities.

Over the years I’ve been both the receiver and sender of pitch emails and have picked up on a few things that I think work well. Disclaimer: I’m still a work in progress so my tactics are certainly far from perfect. Also, I’m by no means saying sending out these emails is a guarantee that you’ll land jobs. The goal should be getting clients/partnerships/etc., but if you’ve gotten your name out there, met new people and overcome your fear of selling, then I think that’s a success too. Here we go!

What should the pitch email contain?

Not a lot of content. No one wants to read paragraphs about your life story and details on every single service you offer. That will get you an immediate delete. Here’s the template I use:

1. A quick line on how I found them (usually Instagram stalking) and why I was attracted to their brand. Make this personal - I reach out to a lot of brands that I use or have been following so I genuinely am interested in them and I let them know that.

2. The ask. We all know why you’re here so get to the point quickly by asking a simple question: Do you have needs for design work? Would you like to partner on a joint giveaway? Do you work with influencers? Make this specific and very clear.

3. Who I am and what services I offer that might be a fit for them (not every single service I can offer). My current go-to line here is:

          ▶︎ A little about me: I’m a Chicago-based creative and my specialties include illustrations and visuals for branding, social graphics, marketing campaigns, print materials and more.

4. Work examples. When on the receiving end of a pitch, I was more likely to pay attention if I could see the artist’s style or visuals of what they were selling right there in the email. I currently include a PDF one-pager with some illustration examples.

          ▶︎ Pro tip #1: Keep your attachment under 2MB as some company emails will automatically send anything above this to spam.

          ▶︎ Pro tip #2: Have a couple of different one-pagers that cater to different potential clients. For instance, I include more food and natural beauty illustrations on pitches to health and wellness brands.

5. Links to social. One of the first things I do when I get an email from someone or discover anything new, is check out their Instagram. I know I’m not alone! So always include links to your active social channels in your email signature and highlight a few that really show off your work in the body of the email. If you want to get really techy, use Google’s URL Builder to customize your links and track clicks in Google Analytics.

And that’s it! The entire email is only 7 short sentences and doesn’t take too much brain power to process.

Now I’d love to hear from you. Are you a pitcher or a pitchée (might have made that French-ish word up so be careful if you use it)? Let’s help each other out and share some good tips.