Academy+
Pitching

Pitch templates

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Email pitch templates are a starting point - guidelines to help you get going. We always recommend tweaking them to match your brand’s tone of voice.

Pitches

Following up

Other

Product round-up template

Hi [Name],

Hope you're well.

I wanted to put [Brand Name] on your radar in case you're working on a [feature name] round-up of the best [product category].

[Insert snappy one-liner about what makes the product stand out.]

Our [product name] is [key benefit, e.g., award-winning, best-selling or expertly crafted], designed with [unique selling point, e.g., premium ingredients, innovative design or sustainability] in mind. It’s priced at £[X] and ideal for [ideal use case or audience].

Happy to send over a sample, images, affiliate links or anything else you might need – just let me know if it could be a fit.

Best,
[Your Name]

Good to knows:

  • These features usually involve testing
    Round-ups like this often fall under “tried & tested” or “product review” categories, so journalists may need to try the product themselves before including it.

  • Mention affiliate links if you have them
    If you're on an affiliate platform, it’s helpful to flag it. Here's a line you can add to your pitch:
    “If it’s helpful, I do have an affiliate program via [platform name] – happy to share the link if you use affiliate links.”

Regular product shopping template

Hi [Name],

Hope you’re doing well.

I wanted to introduce you to [Brand Name] — a [category, e.g., fashion, homeware, skincare] brand built around [key selling point — e.g., timeless design, sustainable materials, or functional beauty].

Our [product name(s)] (£X) are made with [core attributes — e.g., thoughtful craftsmanship, premium materials, and a focus on longevity], all at an accessible price point.

Would this be a fit for [feature name, e.g., The Style List or other regular product feature]?
Happy to send over images, pricing, or additional details if useful.

Best wishes,
[Your Name]

Good to knows:

  • Relevance beats newsworthiness
    Your product doesn’t need to be brand new     – it just needs to be relevant to the publication’s audience and the feature you’re pitching.

  • Feature names stay the same, content changes
    Features like The Style List keep the same name each time, but the product picks change from issue to issue.

  • Include a line sheet or lookbook if it fits your brand
    This gives editors a quick overview of your range and helps them visualise product options at a glance.

  • Skip the press release
    Unless your product is part of a notable collaboration, press releases usually aren’t necessary for product-focused pitches.

  • New to the editor? Give context
    If it’s your first time getting in touch, include a short one-liner about your brand to introduce yourself.

  • Pitching again? Start fresh
    When reaching out later with a different product or angle, create a new email thread to avoid confusion.

  • Images: embed when you can
    It’s best to embed product images into the email body so they’re immediately visible. If your email tool doesn’t allow it, attaching them is fine.

  • Don’t stress about hi-res files
    Editors will ask you for high-resolution images if they need them     – no need to send them upfront.

Product editorial template

Hi [Name],

Hope you're well.

I wanted to introduce you to [Brand Name] and our [Product Name] — a standout piece that blends [e.g., timeless design, thoughtful detailing, everyday versatility].

Crafted with [e.g., premium materials or artisanal techniques], it’s designed for [e.g., effortless day-to-night dressing, layering between seasons, or modern wardrobe staples].

If you're working on any upcoming [relevant themes, e.g., wardrobe staples, investment pieces, seasonal edits], I’d love to share more details – and can send a sample on loan if helpful for shoots or styling.

Best,
[Your Name]

Good to knows:

  • Product loans are usually required
    Editorial features often involve in-person styling and photography, so editors will typically request physical product loans.

  • Not suitable for every product category
    These types of shoots tend to focus on highly visual categories like fashion, homeware, accessories and beauty. Not all products will be a fit.

  • Not all called-in products make the final spread
    It’s common for more items to be requested than are ultimately featured. This is standard editorial practice; don’t be discouraged if your product isn’t used this time.

Product news template

Hi [Name],

Hope you're doing well.

I wanted to put forward a launch that might work for your news section. As conversations around [industry trend, e.g., sustainability, innovation, wellness] continue to gain momentum, [Brand Name] is leading the way with [brief description of the launch, e.g., a first-of-its-kind product, a game-changing solution, a fresh take on a classic].

Designed with [key features, e.g., cutting-edge materials, ethical production, innovative design], it offers [main benefits, e.g., durability without waste, performance with a lower footprint, a smarter alternative to traditional options]. With [industry challenge, e.g., rising demand for transparency, growing consumer awareness, stricter regulations], this launch marks an important shift in [relevant industry].

Would you be interested in covering it? I’d be happy to share images, insights or more details ahead of [relevant date or event, e.g., Earth Day, launch date, industry awareness week].

Best,
[Your Name]

Good to knows:

  • Include a timely hook
    Tie your pitch to a specific moment     – a new launch, rebrand, collaboration, or key business milestone.

  • Explain the “why now” What makes this relevant today? Highlight the problem it solves, the trend it taps into or the conversation it joins.

Gift guide template

Gift guide pitching covers everything from Valentine’s and Mother’s Day to weddings and Christmas. Here’s an example of how to write a gift guide pitch

Hi {insert editors name},

{I hope you’re well. / I hope you are having a great week} {make common ground if applicable} 

I wanted to {get in touch to suggest/reach out and tell you about our / make you aware of the / put forward our} products from us at {brand name - hyperlink to website.} for inclusion in your [Christmas] gift guide. 

{Insert one line here on your brand or product: where it is made, any interesting USPs, etc. Anything else that the press might find interesting}

Do you think the below could be {suitable/relevant/appropriate / a good fit} for your *** category in your gift guide?

** Insert small product image suggestion here **

{Product name - Product Colour - Price - hyperlink to product page}

Choose a finishing sentence that sums up your next steps

[Please find attached a PDF of other gifting favourites]
[I’ve attached a pdf with other products that I think you might like]
[ I have put all high res images in a dropbox here].
[We have high-res cut out images available[

{Thank you so much, and have a lovely day! / Have a great rest of your week}

{Name}

Good to knows:

  • Pitch one product – or a few
    You can suggest a single standout product, or include a small selection. If pitching multiples, include low-res images with key product details for each.

  • Embed images where possible
    We recommend     embedding product images directly into the email body so they’re instantly viewable. If your email provider doesn’t allow this, attaching them is fine.

  • High-res images only if requested
    If an editor needs high-res visuals, they’ll usually ask. You can pre-empt this with a Dropbox link, but keep in mind they may not reply, even if your product is under consideration.

  • Include launch dates
    If your product isn’t yet available online, mention the launch date. Editors need to know when readers can buy it if they choose to feature it.

  • Not sure on the theme? That’s okay
    If you're unsure about the exact category or theme of the gift guide, it's fine to refer to it as a "gift guide".

Product story template

Hi [Name],

With people looking for solutions that blend practicality with style, [Brand Name] is redefining [industry/category, e.g., home essentials, lifestyle products, workspace solutions] with thoughtfully designed pieces that don’t just serve a function—they enhance everyday life.

"Great design should be as useful as it is beautiful. We believe in creating solutions that seamlessly fit into modern lifestyles," says [Founder’s Name], founder of [Brand Name]. As more consumers seek well-designed, space-savvy solutions, we’d love to share expert insights and standout products for an upcoming feature.

Would you be interested in covering [topic, e.g., functional home design, smart storage solutions, versatile essentials for modern living]? We can provide high-res imagery, expert commentary, and product recommendations.

Best,
[Your Name]

Good to knows:

  • Include a ready-to-use quote
    Where possible, add a short quote from the founder or team, something the editor could lift directly if needed. It adds colour and saves them time.

  • Be as helpful as possible
    The more relevant, clear and complete your information is upfront (pricing, availability, links, descriptions), the better your chances of being included.

  • Focus on the bigger picture
    These features are often shaped around broader themes or editorial trends. Make sure your pitch contributes to the wider story.

  • Stay seasonally relevant
    Timing is key. Tie your pitch into seasonal moments (e.g. summer skincare, autumn interiors) or editorial calendars to increase your fit and visibility.

Profile story template

Hi [Name],

Hope you’re well. In a fast-changing landscape, some businesses are thriving while others struggle. So, what sets them apart? [Founder’s Name], founder of [Brand Name], has built a resilient brand by [brief mention of unique approach or key differentiator], proving that success isn’t just about what you sell - it’s about how you connect with your audience.

“The market isn’t disappearing, but the way people engage with brands is evolving,” says [Founder’s Name]. “The businesses that stand out are the ones that [insert key insight - e.g., innovate, build community, adapt to new trends].”

[Founder’s Name] can share insights on what’s working (and what’s not) right now. Would this be of interest for an upcoming feature?


Best,

[Your Name]

Personal profile template

Hi {Name},

I hope you’re having a great week. {If relevant, mention a recent feature they wrote or a common interest to personalise your message.}

I’m {Your Name}, {your role} at {Brand Name} ({linked to website}), and I wanted to reach out to put myself/the founder forward for your {feature name}.

{Briefly sum up what you do and why their audience would find your story interesting. For example: “With my background in XXX and experience in XXX, I think your readers would find my journey particularly valuable—especially around [specific topic or insight].” You can also highlight any unique angles about your career, expertise, or brand that align with their content.}

Would this be of interest for {feature name}? I’d be happy to share more details if helpful.

Best,

{Your Name}

Good to knows:

  • Focus on a clear problem or experience
    Frame your pitch around a specific challenge, need, or experience your product or story addresses. Make sure there’s a clear takeaway or solution.

  • Be ready for follow-ups
    If your pitch is of interest, journalists will usually get in touch with questions or ask for extra details to help complete the full article.

Brand profile template

Hi [Name],

Hope you’re well. 

Building a business is never a straight line - what starts as an idea can take unexpected turns, present big challenges, and lead to even bigger opportunities. [Founder’s Name], founder of [Brand Name], has navigated the ups and downs of growing a business, learning firsthand what it takes to turn an idea into a success.

I’d love to share my journey - what worked, what didn’t and key insights for anyone looking to build and scale a business. Would this be of interest for [insert feature name]?

Happy to provide insights, images and behind-the-scenes details.

Best,

[Your Name]

Good to knows:

  • Focus on brand story, mission, and journey
    Editorial features often explore the bigger picture – who you are, what drives you, and the path you’ve taken.

  • Ask yourself: Why does your story matter?
    Are you pioneering something new? Disrupting an industry? Leading a movement? Highlight what makes your brand stand out and why it matters now.

Request pitches template

Hi {name}

I hope you’re well and having a good week.

I saw you were looking for {insert what the editor was requesting/looking for} and I think that I could help.

My name is {your name} and I am the {job title} at {insert brand name and what your brand is, i.e 'lifestyle brand' and a hyperlink to your website}

{Give a 2 or 3 sentence summary of your experience/brand/opinions highlighting anything that is particularly relevant to the specific journo request} 

Do let me know if there are any further details or images I can send you. I am happy to share these via email or we can have a quick call should that be easier. 

All the best, 

{name}

Product request:

Good to knows:

  • Tailor your response to each specific request
    Press requests vary; sometimes editors want product suggestions first, other times they ask for high-res images, quotes, or samples straight away. When relevant, include a Dropbox link with images and/or a quote to make it easy for them.

  • No need to follow up
    Whether you’re pitching on X, Bluesky, LinkedIn, or email, these opportunities move fast. By the time you follow up, the feature is usually already finalised.

  • Pitching on social platforms? Keep it short and direct
    If the editor asks you to respond via X (formerly Twitter) or similar, you’ll need to keep it brief. For example:

    • Product requests:
      “Hi, we have some great options here at {website}. {1-2 short sentences with key USPs}. DM or email {email} for more info or images.”

    • Profile/comment requests:
      “Hi, our founder could be a great fit for this. {1-2 short sentences on why you/your brand are relevant}. DM or email {email} for more info.”


      Check out our guide on pitching via social platforms like X, Bluesky, and LinkedIn here.

Hi {Name},

Hope you’re having a great week!

I saw you were looking for {insert what the editor was requesting}, and I would love to suggest {insert relevant product/products} from {Brand Name} ({briefly describe the brand, e.g., "a sustainable lifestyle brand" with a hyperlink to your website}). I think it could be a great fit for this feature.

I’ve put together a selection of {cut-out and/or lifestyle images} in a Dropbox folder, complete with prices - you can check it out here: {insert hyperlink}.

Let me know if you need any further details or additional images.

Best,


{Name}

Comment / opinion / person request:

Following up guidance

Following up is an opportunity to bring your pitch back to the journalist’s attention while adding value. Along with a polite nudge, consider including:

  • A short summary of your original pitch to make it easy for the journalist to recall.

  • A secondary angle or new piece of data/insight to provide another way they could cover the story.

  • A fresh development or update to move the story forward.

Below are some adaptable follow-up phrases. We recommend using your brand’s tone of voice and tailoring for product vs. profile pitching.

 “Hi [Name], I wanted to follow up on my email about [product/story]. With [new data/insight], this could be a great fit for [feature name]. Let me know if you’d like any additional details or images - I’d be happy to share.”

“Just checking in on the below - I know inboxes get busy, but I wanted to see if [product/story] might be of interest for [publication/feature]. I also wanted to share [secondary angle], which might be another way to approach it.”

“I wanted to follow up on my previous email and see if you’d be interested in covering [product/story]. Since I last reached out, [new development] has happened, which makes this even more relevant for [publication/feature]. Let me know if I can share more details.”

“Just following up on the below - let me know if this is something that might work for [publication]. I’d be happy to send over additional insights, high-res images, or anything else you need.”

“Quick follow-up to see if the pitch below could be relevant for [publication]? I also wanted to share [new angle] that could make for an interesting feature.”

Good to knows:

  • Send one follow-up email
    Aim to follow up 5–7 days after your initial pitch. If it’s been longer, don’t worry — send it anyway.

  • Forward your original email thread
    Include your original message and any attachments to keep the context clear.

  • Plan your next pitch wisely
    After your follow-up, check our guidance on when and how to pitch again with a new product or a fresh profile angle.

  • Need more help?

Gifting template

When it comes to gifting the press, there are a few different approaches. Some editors are happy to accept gifts, while others prefer to only receive products they know they can cover in their features.

The key? Keep it personal.

Do your research

Before sending anything, take the time to understand what an editor genuinely likes. If you’ve seen them post about their love for coffee on social media - and you work for a coffee brand - use that as your angle. A thoughtful approach, like “I’d love to send you one of our blends to bring that barista experience to your mornings,” feels much more natural than a generic gift.

Be reactive

If an editor you follow has just moved house, why not send a housewarming gift? A simple message like “I’d love to send you a little something for your new space” shows you’re paying attention and adds a thoughtful touch.

Keep it open-ended

Rather than assuming, give editors the option to opt in. You can add a line to your pitch email like:

"If you'd like a bedding set, just let us know your preferred style and colour, along with your bed size, and we’ll send that over to you."{name}

Good to knows:

  • Gifting doesn’t guarantee coverage
    Sending products is no guarantee an editor will feature them.

  • Make gifting easy for editors
    You can let editors choose from your entire website, or provide a special gifting line sheet with a curated selection of products.

Tried & Tested template

Hi {name}

I hope you’re well and having a good week. {Insert compliment, refer to a recent feature or common ground if relevant and applicable}

I wanted to get in touch to suggest {product name} (£ product price) from us at {brand name - linked to website} as we think it would be a great addition for {feature name}. {Insert one line here on your brand or product: where it is made etc. Anything else that the press might find interesting}

We would love to send you a sample of the {product name - linked to product page} so that you could try it for yourself. 

** Insert small lifestyle or cut-out product image here ** 

Let us know if you would like to try the {product name} (if you also need input on scent, size, flavour, etc request that here ie ‘if you have a particular scent/flavour preference let me know’) and the best delivery address for us to send your sample to.

All the best, 

{name}

Good to knows:

  • For tried & tested features, please note that the product will not be returned.

Sample chasing template

Hi {name}

I hope you’re well and having a good week.

We sent the requested samples above on {date the items were sent} and I can see from the shipping information that they arrived with you on {the date the items arrived with the editor/at the requested address}. We have not yet received the returned samples and I was hoping that you could give me an update on when we could expect these back?

I have reattached images of the sent items below for ease of reference. Let me know if there are any issues at all.

** Insert small product imagery of the sent items. **

All the best, 

{name}

Good to knows:

  • Follow-up timing for sample returns
    If an editor provides a return date, wait 7-10 days after that date before following up. If no date is given, allow 3-4 weeks from when you sent the samples.

  • Keep follow-ups clear and easy to reference
    When you follow up, reply within the original email thread and keep attachments visible so editors can quickly find all the details they need.

Responding to advertorial template

Hi {name}

It is great to hear from you and to know that you think {brand name - linked to website} would be of interest to your readers.

Unfortunately at this time we do not have the budget for any paid features and are only interested in pursuing unpaid opportunities. Should you need any imagery or information from us for an unpaid feature that you feel we would be suitable for in the future please do not hesitate to get in touch.

All the best, 

{name}

Good to knows:

  • Handling advertorial inquiries
    Be clear that you don’t pay for coverage, but keep the conversation open for any unpaid opportunities down the line.