How To Write a Blogger Outreach Email (Including Two Scripts)

Reading time: 8 min.

How to write a blogger outreach email?

Is there a science to blogger outreach? Well, I don’t recommend using ready-to-go scripts. As a blogger, somehow, you can always feel when someone’s pitching you cold with a generic copy-and-paste template.

Pitching bloggers require lots of work, but I recommend writing individual emails. It’s worth the effort.

Here we go:

I. Blogger Outreach Email: What To Include

I have this PR checklist for writing blogger outreach emails. I don’t use it to be sly or in any way to automate my writing, rather I use it to ensure I don’t miss a beat.

These are the components I strive to include:

(Always Include) Honesty

I make sure to express honesty. Saying something nice about another person’s work is polite, and if I can’t think of anything honest to say, then I shouldn’t be pitching that particular blogger.

(Always Include) Purpose

I try to state my purpose in one sentence pretty early on. No superlatives here — I try to keep it plain and descriptive.

(Always Include) Incentive

What’s in it for the blogger? The incentive is the most crucial but is strangely also the most often forgotten. I will make sure to be clear about the details here.

(Always Include) Recognition

There’s a reason I’m contacting the blogger. We both know that. Therefore, I think it’s essential that I, who initiated the contact, also acknowledge the blogger.

(Always Include) Call-To-Action

Many try to sell soft, hoping the blogger will know what to do without explicitly stating it. I never try to hide my sales pitch. Instead, I strive to be clear about what I’m asking.

II. Example: Blogger Outreach Email Script

This is a made-up example of how I would pitch a blogger writing about interior design:

Blogger Outreach Email Script - Template — The essential components of a blogger outreach email.

If you include these five elements and strive to keep each part down to one or two sentences, you should be able to cover the basics. Some prefer to write even shorter pitch emails, but you might risk coming off as too blasé if you take that approach too far.

These elements can appear in any order. See, for example, this follow-up email example:

III. Example: Blogger Outreach Follow-Up Script

Here’s another made-up example of how I would do a follow-up outreach to the same blogger:

Blogger Outreach Follow-Up Script - Template — The thank-you email is often forgotten.

IV. Find Your Personal Pitching Style

I try to stay true to my tonality and pitching style. I don’t try to imitate anyone or write as younger or older because I think it’s essential to pitch with integrity.

However, I mix it up quite a bit between formal and informal. In some cases, I’m “all business,” and in others, a lot more personal — depending on the context.

Please support my blog by sharing it with other PR- and communication professionals. For questions or PR support, contact me via jerry@spinfactory.com.

PR Resource: How To Categorise Influencers

Lisah Silfwer Taking Photo of the Camera — As an influencer, you’re the work of art.

Influencers in Public Relations

In PR, influencers are individuals who have managed to grow a substantial audience which has the potential to affect a specific organisation either positively or negatively.

It’s therefore important to establish and maintain good relationships with influencers who are strategically important for the organisation.

I recommend using the following tiers and naming conventions for categorising different types of influencers:

Nano influencer. Nano influencers are individuals with a small yet engaged following, typically between 1,000 and 10,000 followers (but this will vary based on both the platform and the niche), often focusing on niche interests and having a solid personal connection with their audience.
Micro influencer. Micro influencers have a moderately sized audience, ranging from 10,000 to 50,000 followers (but this will vary based on the platform and the niche). They are known for their expertise in specific fields or industries, leading to higher engagement rates and a loyal fanbase.
Macro influencer. Macro influencers possess a more significant following, usually between 50,000 and 1 million followers (but this will vary based on the platform and the niche). They have established themselves as influential figures in their respective fields, often collaborating with brands for promotions and partnerships.
Mega influencer. Mega influencers are high-profile individuals with over 1 million followers (but this will vary based on the platform and the niche), often including celebrities and public figures, who have a massive reach and can shape trends and drive consumer behaviour on a large scale.

Learn more: The Influencers in Public Relations

💡 Subscribe and get a free ebook on how to get better PR ideas!

PR Resource: Influencer Marketing vs Influencer Relations

Influencer Marketing vs Influencer Relations

There are four main types of influencer marketing and influencer relations:

Influencer Marketing

Influencer advertising = The influencer will publish the brand’s pre-made content in their channels.

Influencer sponsorship = The influencer will read a script to convey an offering following the brand’s instructions.

Influencer Relations

Influencer collaboration = The influencer showcases the brand’s offering by creating content similar to the influencer’s regular content.

Influencer outreach = The influencer receives invitations, demos, or exclusive material with no service in return asked by the brand.

Advertising and sponsorships are what we typically refer to as influencer marketing. Collaborations and outreach are typically referred to as influencer relations.

Organisations looking to utilise the potential reach of relevant influencers will be wise to pay attention to these distinctions. ¹See also The Influencers in Public Relations (Doctor Spin).

Learn more: The Four Types of Influencer Marketing and Influencer Relations