How to Cold Pitch Brands (And Actually Get a Response)

Cold pitching brands is one of those things that sounds straightforward until you've sent 30 emails into the void. The lack of response isn't always about your portfolio. A lot of the time it's about the email itself.

Most pitch emails make the brand do too much work. They're vague about what's being offered, require the recipient to click through to a portfolio, figure out if you're a fit, and then decide what to respond. That's a lot of mental effort to place on someone who didn't ask to hear from you.

The emails that get responses do the opposite. They make saying yes easy.

Who to actually contact

Don't email the generic contact form. Find the person who handles influencer partnerships, creator programs, or social media marketing. On LinkedIn, search the company name plus 'influencer marketing' or 'partnerships.' On Instagram, the brand's bio sometimes lists a contact email specifically for creators.

The right person at a large brand is usually a partnerships manager or social media coordinator. At a small-to-mid brand, it's often the marketing manager or even the founder. The smaller the brand, the shorter the chain between your email and a yes.

The structure that works

A pitch email has four things: who you are in one sentence, why you're reaching out to this brand specifically, what you're offering, and a single low-friction ask. That's it. Four to six sentences total.

Notice what's not in there: a list of everything you do, a paragraph about your 'passion for storytelling,' your full rate card, or a request for them to visit three different links.

The 'why this brand' part matters more than most creators think

Brands can tell when an email was sent to 200 people with the name swapped out. The ones that get responses usually reference something specific: a product line, a recent campaign, something about their aesthetic that you actually noticed.

You don't need to write a paragraph about it. One specific detail is enough. 'I've been following the rebranding you did in January' or 'your holiday campaign on TikTok was actually what made me reach out' does more than any amount of generic enthusiasm.

What to include instead of a portfolio link

A portfolio link requires the recipient to open a new tab, load a site, and navigate through your work. Most won't. Attach two or three video files directly to the email, or include embeds if you're pitching via a platform that supports it.

Pick samples that are as close as possible to what you'd make for that brand specifically. If you're pitching a skincare brand, don't lead with your food content even if it's technically better work. Relevance matters more than quality in a cold pitch context.

On volume and timing

Send pitches in batches of 10 to 15 at a time so you can actually follow up on them. Sending 100 at once and following up on none is less effective than sending 15 and following up once on each.

Follow up once, about five business days after the first email. Keep it short: 'Just bumping this up in case it got buried. Happy to send more samples if helpful.' One follow-up is professional. Two starts to feel like pressure.

Tuesday through Thursday, mid-morning, tends to get better open rates than Mondays and Fridays. Not a rule, just a pattern worth knowing.

When they say yes

Have a media kit ready that's one page or less: a few content examples, a brief description of your niche and audience if relevant, and your starting rate for a standard deliverable. You don't need to include your full rate card. You just need to look prepared.