How to write the perfect email pitch

Craft a clear subject line and opening sentence, and the rest is a piece of cake.

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Ah, the perfect email pitch. If such a thing exists, it’s extremely hard to nail down. And you would have to alter even a “perfect pitch” depending on who you’re sending it to.

With so much to think about, how do you even begin? Like most things, it’s best to start at the beginning. With an email pitch, that is often the subject line.


Quite a bit is riding on your subject line. Even if the rest of your email sounds like it was crafted by Shakespeare himself, no one will read it if the subject line scares them off. It will just be another addition to their overflowing trash folder.

Spend some time going over potential options for the subject. A good rule for any subject is to be as short and to the point as you can. The alternative is to have a long, rambling subject that goes nowhere and says nothing. It’s another great way to scare people away from the great email you’ve crafted.

For example, “Banks announce loans for local businesses” is a catchy subject line for journalists on the small business beat. “Bank of America, BB&T, Wells Fargo and others would like to announce a plan for releasing funds for small businesses in the greater metro area” might be a wee bit too long.

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