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 doing well. 

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

[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. Priced at £X, it’s perfect for [ideal use case or audience].

I’d love to send over a sample so you can try it for yourself - plus images, details, and affiliate links if you need them. Let me know if it could be a fit.

Best,
[Your Name]

Good to knows:

  •  The product might need to be tried and tested.

  • This type of feature is also known as product reviews or tried & tested features.

Regular product shopping template

Hi [Name],

Hope you're doing well.

I wanted to introduce you to [brand name]—a [category, e.g., skincare, homeware, fashion] brand focused on [key selling point, e.g., quality, sustainability, innovation].

Our [product name(s)] (£X) are designed with [core attributes, e.g., thoughtful craftsmanship, timeless appeal and premium materials] - all at an accessible price.

Would this be a good fit for [specific feature]? I’d be happy to share images or more details.

Best,
[Your Name]

Good to knows:

  • It doesn’t have to be newsworthy, but relevant to the publication’s audience.

  • Every issue and feature name stays the same but the content changes.

  • Attach a lookbook or line sheet if relevant to your brand.

  • Press releases are irrelevant for product pitches unless you pitch a product that is part of a collaboration.

  • If it’s your first time contacting this editor, include a one-line brand description.

  • When you pitch again at a later date with a different product, start a new thread.

  • We recommend embedding any image suggestions into your email so they show up in the email body rather than as an attachment, but if you are having issues doing this with your email provider, attach them instead.

  • If the editor wants a high-resolution image email, they will respond to you and request it.

Product editorial template

Hi [Name],

Hope you're doing well.

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

Designed with [notable features, e.g., premium materials, thoughtful details, or functional elements], it’s perfect for [ideal occasions, e.g., effortless day-to-night dressing, smart layering, or seasonal transitions].

If you’re working on any upcoming [relevant themes, e.g., wardrobe staples, investment pieces, new-season trends], I’d love to send over samples or more details. Let me know if it could be a fit.

Best,
[Your Name]

Good to knows:

  • Editorials require product loans.

  • Not relevant for all product categories.

  • More products are called in than used in final spread.

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 - e.g. a launch, rebrand, collaboration or major update.

  • Explain what makes this news interesting and why now. Is it solving a problem? Tapping into a trend?

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} {product name} (product price) from us at {brand name - hyperlink to website.} for inclusion in your 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 {product name} 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}

Please find our line sheet attached below. If anything else catches your eye, let me know.

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

{Name}

Good to knows:

  • You can suggest one or multiple products. If you're suggesting multiple, include small, low-res images with product details at the bottom of the email.

  • We recommend embedding any image suggestions into your email so they show up in the email body rather than as an attachment but If you are having issues doing this with your email provider, attach them instead.

  • If the editor wants a high-image email, they will respond to you and request it.

  • If you are pitching a product that is not yet available online, make sure you include a launch date so that editors can let their readers know when it will be available from, should they include it.

  • If you don’t know the specific themes/categories of the gift guide, you can just say '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 quote the editor can use if needed, and provide all relevant details upfront - the more useful information you share, the better your chances of being featured.

  • Focuses on a broader theme or trend rather than just listing products.

  • Aligns with seasonal demand or tied to editorial trends.

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 key problem or experience with a clear takeaway.

  • If your pitch is taken forward, journalists will follow up with questions or specific requirements for 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:

  • Usually covering brand story, mission and journey. 

  • Why? Are you pioneering something new? Disrupting an industry? Leading a movement?

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:

  • Requests vary so you'll need to tailor your response to the specifics of the request.

  • For products, they will either ask for suggestions first or be sent high-res images (or samples) straight away.

  • No need to follow up on requests - whether you're pitching on X, Bluesky, LinkedIn, or via email. These opportunities move fast, and by the time you follow up, the feature is usually wrapped up anyway.

  • If the editor has requested you respond via X then you will not have enough characters to use the above templates. Instead, you should comment on the specific tweet with something such as:

  • For product requests “ Hi, we have some great option(s) here at {website}. {1 or 2 very short sentences highlighting the key USPs of the product(s)} DM or drop us an email at {email} if you want more info or images.”

  • For profile/comment requests “Hi, our founder could be a great fit for this. {1 or 2 very short sentences highlighting why you/your brand is relevant for the request} DM or drop us an email at {email} if you want more info”

    You can also find more information on pitching via X (formerly Twitter), Bluesky, LinkedIn or any other social platform 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:

  • Aim to send one follow-up email 5-7 days after the initial pitch. If longer, don’t worry - send it anyway.

  • Forward your original thread with the attachment/s.

  • After sending the follow-up, follow our guidance on when to pitch again with a new product or profile angle.

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.

  • You can either allow the editor to select products from your entire website or if you only want them to select from a certain range or product selection you can attach a special gifting line sheet from which they can choose.

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:

  • If the editor provided a returns date when requesting the samples, wait 7-10 days after that date before following up. If no returns date was given, allow 3-4 weeks from the date you sent the item(s) before reaching out.

  • When following up, reply within the original email thread with attachments visible, so the editor can quickly reference your initial email and all relevant details.

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:

  • When responding to advertorial inquiries, it's important to be clear about not paying for coverage - while also keeping the door open for any unpaid opportunities in the future.