How do I write a brand pitch email?

Five sentences: why the product fits your audience, a specific content idea, one number that matters such as your engagement rate, a note that you work on a paid basis with a link to rates, and a direct question. Lead with the idea, since that gives the brand something rather than asking them for something.

Should I follow up if a brand does not reply?

Yes, once, about a week later in the same thread. Most deals come from the follow-up rather than the first email. A second follow-up is fine only if you have a genuine new reason, such as a recent post of yours that performed well in their category.

How do I turn a gifted offer into a paid one?

Explain that the filming and editing is the work rather than the product, then state your rate for what they asked for. This converts more often than expected, because gifted offers frequently come from teams that do have budget but were told to try gifted first.

What should the subject line be?

The ask itself. "Reel idea for your SPF launch" gets opened, "Collaboration opportunity" does not. Put the specific product or campaign in it so the recipient can tell at a glance that it is about their work rather than a mass send.

Who should I send a brand pitch to?

A named person on the marketing, brand or social team, found through LinkedIn. General inboxes have no owner and rarely get actioned. If you cannot find a person, a specific department address is still better than a generic contact form.

What reply rate should I expect from cold outreach?

Often under one in ten, which is normal. That is why following up matters and why sending five well-researched emails a week beats sending fifty in an afternoon. Track what you send so you can see which subject lines and formats actually get responses.

Brand outreach email templates

The theory of pitching is covered in getting your first paid collaboration: be short, be specific, be about them. This post is the copy itself, for the six situations that come up over and over.

Change the specifics. Sending any of these word for word will read as a template, because it is one.

Before you send anything

Find a person. A named marketing or brand contact beats a general inbox by a wide margin. LinkedIn is the fastest way to find who runs influencer or social at a company.
Put the ask in the subject line. "Reel idea for your SPF launch" gets opened. "Collaboration opportunity" does not.
Five sentences. Anything longer gets read later, which means never.
One link. Your profile or media kit. Attachments from strangers often do not survive spam filters.
Send Tuesday to Thursday morning. Marginal, but free.

1. The cold pitch

The one you will use most. It works because it leads with a specific idea rather than a request.

Subject: Reel idea for [product]

Hi [name], I make [niche] content for [audience] and [product] is one I already use. I had an idea for a Reel: [one sentence describing the concept, concretely]. My audience is [size] with a [x]% engagement rate, and posts like this typically get [number] views. I work on a paid basis and my rates are here: [link]. Would this be useful for you?

The idea is the part that matters. A pitch with a concrete concept gets replies from brands that were not looking for creators, because you have handed them something rather than asked them for something.

2. The follow-up

Most deals come from this one, not the first email. Send it once, about a week later, in the same thread.

Subject: same thread

Hi [name], following up on this in case it got buried. Still happy to make the [format] idea I mentioned. If the timing is wrong, no problem at all, just let me know and I will check back nearer [next quarter, festive season, launch].

One follow-up. Two is fine if you have a genuine new reason, such as a post of yours that just performed unusually well in their category. Three is not.

3. Replying to a gifted offer

A brand offers free product in exchange for a post. You want to convert it to paid without closing the door.

Hi [name], thanks for thinking of me, and I do like [product]. I do not take gifted collaborations for content with deliverables attached, since the filming and editing is the work rather than the product. My rate for [what they asked for] is [figure], which includes [usage terms]. If that does not fit this campaign, I would be glad to be considered for the next one.

This converts more often than people expect, because gifted offers frequently come from a team that does have a budget and was told to try gifted first. What makes it work is the reason: you are not refusing, you are explaining that the work is the work.

4. The reconnect

For a brand that worked with you before, or that replied warmly and then went quiet. The highest-return email in this list, because the hard part is already done.

Hi [name], hope things are going well. The [campaign] we did in [month] ended up being one of my better performing posts, with [result]. I have two ideas for [season or launch] if you are planning anything: [one line each]. Happy to put together a proper proposal if either is interesting.

Leading with a result from last time is what makes this work. Keep a note of how each brand post performed, because this email is much weaker without a number in it.

5. Answering "what are your rates?"

Do not answer with a number. Answer with questions, as covered in negotiating with brands.

Hi [name], happy to share rates. So I can quote accurately, could you let me know: the deliverables you have in mind, whether you need usage rights beyond my own channels and for how long, whether there is any exclusivity, and the timeline? I will send a proper quote once I know the scope.

Short, professional, and it moves the first number to them without refusing to answer.

6. The polite no

Turning down work badly costs future work. Turning it down well often produces some.

Hi [name], thanks for the offer. This one is not the right fit for me at the moment [optionally: because of the timeline, or because I have an existing exclusivity in this category]. I would genuinely like to work together though, so please do keep me in mind for future campaigns.

Do not explain at length, and do not criticise the brief. The person emailing you moves companies, and they remember who was easy to deal with.

Chasing an unpaid invoice

Not a pitch, but the message people most need and least want to write. Keep it factual and unapologetic.

Hi [name], invoice [number] for [amount] was due on [date] and is now [x] days overdue. Could you confirm when it will be processed, or point me to the right person in accounts? Attaching the invoice and the PO reference again for convenience.

No apology, no softening. Late payment is a process failure at their end, and the tone that gets paid is the tone that assumes it will be sorted out. The full sequence is in how to invoice brands.

Why pitches get ignored

No specific idea. "I would love to collaborate" gives them work to do.
All about you. Your journey is not the reason they will spend money.
Follower count as the only number. Engagement rate and audience match matter more, which the engagement guide explains.
Sent to a general inbox. Nobody owns it.
Too long. Five sentences.
No follow-up. The single most common reason a promising thread dies.

Track what you send

Keep a simple sheet: brand, contact, date sent, date followed up, outcome. Two things fall out of it. You stop double-pitching the same person, and after thirty emails you can see which subject lines and which formats actually get replies.

A realistic reply rate on cold outreach is low, often under one in ten. That is normal and it is why the follow-up matters, and why sending five good emails a week beats sending fifty in one afternoon and then stopping.