Media Pitch Email

Craft and send personalized pitch emails to journalists and newsletter editors requesting coverage, a guest article slot, or a mention. Media pitches differ from sales emails -- they must lead with the story, not the product.

Tool Options

| Tool | Method | Best For | |------|--------|----------| | Gmail / Workspace | Manual send from founder's address | Smoke test (5-10 pitches), top-tier journalists | | Instantly | Automated sequence with merge fields | Pitching 15+ contacts at Baseline/Scalable | | Smartlead | Automated with inbox rotation | High-volume outreach at Scalable | | Mailshake | Email + social touchpoints | Multi-channel press outreach |

Pitch Email Copy Framework

Email 1 -- The Pitch (Day 0)

Subject: {{pitch_angle_short}} -- data for your {{beat}} coverage

Hi {{journalist_first_name}},

I read your piece on {{recent_article_topic}} in {{outlet_name}} -- {{specific_observation}}.

I have a story that fits your beat: {{pitch_angle_one_sentence}}.

The hook: {{compelling_data_point_or_stat}}.

I can provide:
- {{asset_1}} (e.g., "exclusive data from our analysis of 500 companies")
- {{asset_2}} (e.g., "a customer willing to go on record about results")
- {{asset_3}} (e.g., "a contrarian take on why the conventional approach fails")

Happy to share more detail or jump on a 10-minute call.

{{founder_name}}
{{company}} -- {{one_liner}}

Rules:

• Under 150 words
• Reference a specific recent article they wrote (proves you read their work)
• Lead with the story angle, not your product
• Offer concrete assets (data, sources, exclusive access)
• No attachments in first email
• Do NOT use "I'd love to introduce you to..." or "Have you heard of..."

Email 2 -- Follow-up with new angle (Day 5)

Subject: Re: {{pitch_angle_short}} -- data for your {{beat}} coverage

Hi {{journalist_first_name}},

Quick follow-up. I noticed {{recent_industry_news_or_trend}} this week -- our data shows {{relevant_insight_tied_to_news}}.

If you're covering this, I can provide {{specific_asset_or_quote}}.

No worries if it doesn't fit right now.

{{founder_name}}

Rules:

• Tie follow-up to a current news event (makes the pitch timely)
• Offer something concrete they can use immediately
• One follow-up maximum for journalists. They get 100+ pitches/day.

Newsletter-Specific Pitch Variant

For newsletter editors, adapt the pitch:

Subject: Story idea for {{newsletter_name}}: {{angle}}

Hi {{editor_first_name}},

I'm a subscriber -- I especially liked your recent issue on {{recent_topic}}.

I have a piece that could work for {{newsletter_name}}: {{pitch_angle}}.

Key points:
- {{point_1}}
- {{point_2}}
- {{point_3}}

I can write a full draft ({{word_count}} words) or just share the data for you to write up.

{{founder_name}}

Newsletter editors prefer pre-written content or rich data they can repurpose. Offer both options.

Instantly Setup

Using the instantly-campaign fundamental:

1. Create campaign: media-outreach-{date}
2. Upload enriched media list from Clay
3. Map merge fields: journalist_first_name, outlet_name, recent_article_topic, specific_observation, pitch_angle_short, pitch_angle_one_sentence, compelling_data_point_or_stat
4. Sending schedule: Tue-Thu, 7am-9am in journalist's timezone (journalists check email early)
5. Daily send limit: 15 per account (media outreach = low volume, high personalization)
6. Enable reply detection
7. Set 1 follow-up maximum (not 3 like sales sequences)

Reply Handling

• "Send me more info": Reply with a press kit link, key data points, and offer a brief call. Update Attio: status = "interested"
• "I'll cover this": Provide everything they need immediately: quotes, data, images, customer contacts. Update Attio: status = "covering"
• "Not for me, try [colleague]": Thank them, pitch the referred journalist. Update Attio: status = "referred"
• "Not right now": Ask if you can re-pitch when you have new data/news. Update Attio: status = "nurture"
• "Unsubscribe / stop": Remove permanently. Never re-pitch.
• No reply after 2 emails: Mark "no response". Re-pitch in 3 months with a completely different angle.

Personalization Requirements by Volume

| Level | Volume | Personalization | |-------|--------|----------------| | Smoke | 5-10 | Hand-written, reference specific article, unique per journalist | | Baseline | 15-30 | Template with 3+ merge fields per email, each reviewed before send | | Scalable | 50+ | Template with merge fields from Clay enrichment, tier-based personalization depth |

Error Handling

• Bounce: Journalist may have changed outlets. Check LinkedIn for current role, find new email.
• Auto-reply "on assignment": Pause sequence, re-send when they return.
• "I already covered this": Thank them, ask if they'd be interested in a follow-up angle when you have new data.
• Spam filter: Media pitches from new domains often land in spam. At Smoke, always send from founder's established personal email domain.