Sending a pitch email has to be personal. You’re essentially asking for a favor. Flip the tables for a second (no, I don’t mean like the New Jersey Housewives), and ask yourself:

• If I got a generic, mass produced looking email from someone I didn’t know, would I pay attention to it?
• Would I hand out a favor to them?

While I am sure, everyone out there is a very nice person the answer is still probably “No.” We all suffer from a lack of time and an influx of requests. It’s simple prioritization that we all do without even thinking about it.

That is why personalizing a pitch email is so critical. You need to understand what you’re up against so you can figure out how to break through the email clutter, we all have, and present yourself as a help or someone of interest to those you are contacting.

My rule of thumb is always, would this email appeal to me or grab my attention? If not, crumple up that virtual paper and start again. If you don’t care about what you just wrote how is someone else supposed to?

This doesn’t mean there isn’t a repeatable method to the pitch letter madness. There are time efficiencies you can pick up, so you aren’t spending 20 minutes or more per email. Here they are:

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About Andrea M. Fuller

With 15 years of experience in the technology industry, Andrea has worked with local and national non-profits and Fortune 500 companies. Over the years, she has worked for tech start-ups, CTIA-The Wireless Association, website development shops and Ketchum, before starting her own company in 2014.

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