How to pitch a brand: email templates that get replies

Short answer: pick a brand you actually use, find the person who handles collaborations, and send a short email with five parts: why them, who you are, one concrete idea, two or three numbers, and a simple question. Attach your media kit, follow up once after about a week, and then let it go.

Most pitches that never get a reply aren't bad because the creator is too small. They're bad because they could have been sent to any brand. This guide shows how to find the right recipient, what to put in the email and how to follow up without being annoying. You can copy the templates further down and adapt them.

Why do pitches go unanswered?

The person reading your pitch gets lots of similar emails. They sort quickly, and this is what most often ends up in the bin:

• Emails that start with "Hi! My name is ... and I'm a content creator with a passion for ..."
• Emails without a concrete idea, just "I'd love to collaborate with you"
• Long paragraphs about your background before it's clear what you want
• Emails to the wrong person, for example customer service
• Pitches without numbers, where the recipient has to look up your account themselves

All of it can be avoided. We're the team behind Unwrappa, where creators apply to brands' campaigns, and we've reviewed thousands of creator profiles, so this guide is written from the brand side.

1. Pick brands you actually use

Start with products you already own, eat, wear or recommend. Then the idea is credible from the start, you may already have content with the product in your feed, and you can write about why you like it without it sounding forced.

Also look at who the brand already works with. If creators your size and in your niche show up on its channels, the door is open. If it only works with big names, or not with creators at all, it's a harder pitch.

2. Find the right person

An email to info@ or customer service rarely reaches the person who decides. Look in this order:

• A press or partnerships page on the brand's website, often linked in the footer
• The marketing manager, PR manager or someone with influencer marketing in their title on LinkedIn
• The agency that runs their collaborations, if you see the same agency mentioned in other creators' posts
• For small brands: the founder, who often runs Instagram personally

If you can't find a name, it's fine to write to a general address, but ask in one sentence for the email to be forwarded to whoever handles collaborations.

3. Write a subject line that says what it is

The subject line should say that it's a collaboration idea and who it's from. Avoid the cryptic and the over-the-top.

• Good: "Collab idea: your autumn running range x @youraccount"
• Good: "Reel idea for your new breakfast oats"
• Worse: "Hi!!" or "Collab?"

4. The email in five parts

A good pitch email fits on one phone screen. It has five parts:

1. Why them. One sentence that shows you know the brand.
2. Who you are. One sentence about what you do and for whom.
3. The idea. A concrete format and angle, two or three sentences.
4. The proof. Two or three numbers that show the idea reaches the right audience.
5. Next step. A simple question that can be answered with yes.

Template: the first email

Hi Sarah,

I've worn your running shoes for two seasons, and my followers ask about them every time they show up in a video.

I'm Alex, and I make running content for everyday runners who want to go further, mostly reels on Instagram and TikTok.

I'd like to make a reel about going from 5 to 10 km this autumn, with your new shoes in it for the whole run. Filmed outdoors, with tips people can use straight away.

My reels reach more people than my 14,000 followers on average, and my audience is mostly women aged 25-40 in London and Bristol. Everything is in my media kit, attached as a PDF and here: [link].

Does that sound interesting? I'm happy to send a more detailed plan.

Best,
Alex

Swap out everything specific to the example, but keep the order. The numbers in the template are made up; only write numbers you can show in your own analytics.

5. Attach your media kit

Your media kit is what lets the email stay short. Everything that doesn't fit in five parts, like your audience, formats, past collaborations and price range, lives there. Send both a PDF and a link: the PDF can be forwarded internally, and the link works straight away on a phone. If you don't have a kit yet, read what to include in a media kit or build your media kit before you start pitching.

6. Follow up once

No reply usually means the email got buried, not that the answer is no. Wait about a week and send a short follow-up in the same thread, so the first email is visible underneath.

Template: the follow-up

Hi Sarah,

Just bumping my email below about a reel for the autumn running season. If the timing isn't right, I'd love to hear if there's a better moment later on.

Best,
Alex

If you get no reply after the follow-up, let it go and try again in a few months with a new idea. Three reminders in a row don't make a reply more likely, just more irritated.

Look for open campaigns too

Pitching cold isn't the only way to land a first brand deal. On platforms like Unwrappa, made by the same team as Mediakitster, brands post campaigns and creators apply directly, from gifted products to paid collaborations. The same rules apply: a short, specific application and a media kit that answers the brand's questions.

When the reply comes

If they say yes, or ask what you charge, have your answer ready. How to set a price and answer the budget question is in how much to charge for a brand deal. Before you agree, make sure deliverables, deadlines, usage rights and payment are clear in writing from the start.

If they say no, thank them and ask if you may get in touch again later. A friendly no today is often a yes next campaign, when the budget or the target audience looks different. And if you're worried your account is too small to pitch at all, read brand deals with a small following.