The PR BlogDigital PRInfluencers & AudiencesHow To Write a Blogger Outreach Email (Including Two Scripts)

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

The elements of pitching with style and finesse.

Cover photo by Jerry Silfwer (Instagram)

How to write a blogger outreach email? 

Is there a science to it? 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 goes:

Blogger Outreach: What To Include

I have this essential public relations checklist for writing blogger outreach emails. I don’t use it to be sly or in any way to automate my writing, but I use it to make sure I don’t miss any essential parts.

Below 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. As if that would make the pitch less “salesy”? No, I strive to be clear about what I’m asking of the blogger.

Read also: Honeymoon Outreach: Improve Your Influencer Outreach

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:

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.

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.

Read also: How To Craft the Perfect PR Pitch: A Step-by-Step Guide

Thank you for reading this article. Please consider supporting my work by sharing it with other PR- and communication professionals. For questions or PR support, contact me via [email protected].

Jerry Silfwer
Jerry Silfwerhttps://www.doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

7 COMMENTS

  1. Thanks for sharing. One question though, what kind of conversion rate do you get on these?

  2. I have been following your blog for nearly a year, and I really like your transparency, way of thinking and non *BS* style of blogging. It’s really a scarce commodity in these marketing circles. I am writing to you to let you know that I would like to see the “Blogger Outreach” e-book, packed with interesting examples. I really think your readers would treasure it, and I would be happy to share it with my circles. I don’t think anyone has written this type of book, and I can’t think of a better person than you. What do you think? If you want someone to bounce it around with, I am here!

  3. Thanks again for a great and straight to the point article. There´s always something to learn when I open a link directing to your blog. I like the “new” tone of voice you found and I think it really suits you and your blog. Is the conversion rate equal for you on the global and Swedish market? Is this when you do your honeymoon outreach? If time is short and you need to cut to the chase – is it as high then?

  4. I wouldn’t say incentive is actually that important to me. If a musicians emailing about their music, it’s usually pretty obvious they want you to cover their music. I don’t need to be bribed to do that, so long as I like the band…

  5. I am wondering if you have a blog post (or can email me some pointers) on writing an outreach email to food brands / food producers from me (the blogger) asking if they would like for me to make a recipe using their product, and if they would sponsor it. Doesn’t have to be monetary for now, just free product to use and take pictures of. Thanks!

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