Picture this: You’ve spent hours writing an article, and now comes the hard part—getting people to actually see it. (We get it, we’re writing one right now!)
Imagine your content getting featured on top-tier sites like Forbes, TechCrunch, or an authoritative industry blog. The backlinks, the credibility, the exposure—it’s a game-changer.
But there’s just one problem: No one knows your content exists.
So, you start cold emailing journalists, bloggers, and website editors. You hit send, hoping for the best. And then… crickets.
No replies. No interest. Just your email, sitting in their inbox, ignored.
Here’s the thing—it’s not that cold emails don’t work. It’s that most people don’t send them the right way. When done well, cold emailing can open doors to powerful media coverage, backlinks, and real relationships with industry leaders.
So, how do you write an email that gets a response? Let’s get into it.
Outreach is powerful—so is working with the right people.
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1. Find the Right People to Email
Before you even think about writing your email, you need to make sure you’re reaching the right people. Sending your pitch to a random “contact@newswebsite.com” email? Not going to work.
Instead, find the actual journalists, bloggers, or editors who write about your topic. Here’s how:
- Google Search: Type “site:targetwebsite.com [your topic]”. Look for articles similar to yours and note the author’s name.
- Twitter (X) & LinkedIn: Journalists often share their recent articles. Search for your topic and see who’s talking about it.
- Website Contact Pages: Some websites list direct emails for their editorial team.
- Media Databases: Tools like Muck Rack and Qwoted connect you with journalists looking for stories.
- Link-able: Use Link-able to connect directly with vetted authors who already contribute to high-authority sites—no cold pitch required.
As you identify targets, go beyond the name. Read their latest content, note recurring themes, and pay attention to their tone. Are they data-driven? Opinionated? Trend-focused? This intel will help you tailor a pitch that speaks their language—and fits their publication style.
And don’t stop at one contact per site. Building a list of 2–3 relevant contributors per domain increases your chances of landing coverage, especially if one is inactive or unresponsive.
Finally, if you’re managing large campaigns, use a tool to personalize at scale. Personalizing your email using Quickmail based on this info can make a huge difference.
2. Write a Subject Line That Gets Opened
When you think about your own inbox and the emails you open, they are probably the ones that feel interesting, relevant, or important.
Your subject line needs to do the same. Here are a few simple formulas that work:
- Ask a question: “Is [your topic] the next big thing in [industry]?”
- Use numbers: “3 surprising insights about [your topic]”
- Make it about them: “A story idea for [journalist’s name]”
- Keep it casual (but clear): “Quick idea for your next article”
Keep subject lines short and scannable—ideally under 50 characters—so they don’t get cut off on mobile devices or in crowded inboxes.
Also, don’t overlook the preview text (the snippet of text that shows next to the subject line). This is your second chance to catch their eye, so use it to add context or tease the value of your pitch.
If you’re using outreach tools, consider testing two or three different subject lines to see which one gets better open rates. Even small changes can make a big difference over time.
And finally, avoid spammy phrases like “Exclusive offer” or “Urgent press release”—they’re red flags for busy editors and usually land you straight in the trash folder.
3. Personalize (But Keep It Short)
Here’s where most cold emails go wrong—they feel robotic. If you start with “Dear Sir/Madam” or “To whom it may concern”, you’ve already lost them.
Instead, make your opening feel like a natural conversation.
❌ Bad Example:
“Hello, I’m reaching out to submit a guest post for your website. I have a 1,500-word article on [topic] that I think your readers will love.”
✅ Good Example:
“Hi [journalist’s name], I just read your piece on [related topic]—loved your take on [specific detail]. It got me thinking: Have you seen [new insight/trend]? I’ve been working on something related and wanted to run an idea by you.”
See the difference? The second one feels human. It acknowledges their work, adds something relevant, and creates a conversation. Even if you’re using tools like Quickmail to manage outreach efficiently, remember to add personal details so your email doesn’t sound like it’s coming from a bot.
4. Get to the Point (Fast!)
Journalists and bloggers are busy. They may not attend to long-winded emails. Keep your pitch short, clear, and valuable.
Here’s a simple structure that works:
- Personalized Opening: Mention their recent work or something relevant to them.
- Your Pitch: Briefly explain your story, insight, or research. Why should they care?
- Why It’s Valuable: How does this help their audience? What’s unique about it?
- Call to Action: End with a simple next step (e.g., “Would you be open to a quick chat?”).
Example:
“Hi [Name], I saw your article on [topic] and thought it was spot on. With [new trend] happening, I wanted to share some fresh data I’ve been working on. Turns out, [quick stat or insight]. I think it could make a great follow-up to your piece. Would you be open to a quick chat?”
Short, sweet, and to the point.
5. Follow Up (But be Patient)
Most cold emails won’t get a response on the first try—and that’s normal. It doesn’t always mean your pitch missed the mark. People are busy, inboxes are crowded, and sometimes, even a great email gets buried.
A well-timed, thoughtful follow-up can significantly increase your chances of getting a reply. In fact, many successful placements come after the second or even third email.
Here’s what makes a strong follow-up:
- Polite: “Hey [Name], just checking if you saw my last email. Let me know if this is of interest!”
- Adds value: “Hi [Name], I came across a new stat on this and thought of your article. Let me know if you’d like me to send it over.”
And here’s what to avoid:
- Pushy: “Why haven’t you responded yet?”
- Too soon: Don’t send another email the next day. Wait at least 4–7 days between follow-ups.
- Spammy: Avoid simply repeating your first email with “Just following up.”
If you don’t hear back after two or three follow-ups, it’s totally fine to move on. Not every pitch will be a match—and that’s part of the process.
A few best practices to keep in mind:
- Keep it short and to the point. No need to repeat your full pitch—just reference the original and keep it conversational.
- Add something new. This could be a fresh angle, a relevant update, or a timely hook that gives them a reason to take another look.
- Use a clear call to action. Instead of “Just checking in,” try asking, “Would you be open to a quick chat?” or “Should I send over more details?”
The key is to stay persistent—but professional. When done respectfully, follow-ups show initiative, not desperation.
6. Common Mistakes to Avoid
Even well-intentioned cold outreach can fall flat if you make common missteps. These may seem small, but they can seriously hurt your credibility—and your chances of landing a response.
Here’s what to watch out for:
- Mass emailing: Journalists and editors can spot a mass-blasted pitch from a mile away. If your message isn’t personalized, it won’t get read. Tailor every email to the recipient and their past work.
- Overhyping your pitch: Avoid exaggerated claims like “game-changing research” or “industry-shattering insights” unless you can truly back them up. Be clear, honest, and let the value speak for itself.
- Ignoring timing: Relevance matters. Pitching a holiday-themed article in March or a year-in-review piece in July is a fast track to the archive folder. Make sure your outreach aligns with the editorial calendar and current trends.
- Being too formal: Emails that sound stiff or robotic create distance. Keep it professional, but write the way you’d speak to a colleague—clear, respectful, and friendly.
- Not considering time zones: Sending an email at 2 a.m. in the recipient’s local time can bury your message before they even start their day. Schedule emails for normal working hours in their region to boost visibility.
- Poor targeting: Reaching out to someone who doesn’t cover your topic—or no longer writes for that publication—is a waste of time. Always double-check that your contact is active and aligned with your pitch.
- Slow follow-through: You nailed the pitch, got a “yes”—and then take days to reply? Prompt, professional communication after the initial response is just as important as the pitch itself.
Case Study: A Cold Email That Worked
To show you this in action, here’s a real-world example:
Dhruv Ghulati, the founder of Factmata, didn’t just secure one investment from Mark Cuban—he landed $250,000 on his first try and another $250,000 just nine months later.
So, what made his cold email stand out in an inbox flooded with 1,000+ emails a day? Simple—he followed Cuban’s playbook for getting noticed.
Want to know what that email looked like? Let’s break it down.
Ghulati’s email worked because he:
- Clearly explained what Factmata does
- Highlighted its value in a concise, no-fluff way
- Showed confidence in his startup’s potential
- Created a personal connection with Cuban (pay close attention to the last sentence of his email)
- Made a low-friction ask—he didn’t beg for funding, he just asked if he could send more info
The best part? Cuban had publicly shared exactly how to get his attention, and Ghulati followed those guidelines to the letter. The result? Half a million dollars in funding.
What This Means for Your Link Building Strategy
Ghulati’s email wasn’t just great for securing funding—it’s also a masterclass in cold outreach. Whether you’re pitching a journalist, a blogger, or an industry leader, the same principles apply.
FAQ: Cold Emailing for Link Building
Q: How many emails should I send?
Start small—quality beats quantity. Aim for 5-10 personalized emails per week instead of blasting 100 generic ones.
Q: When is the best time to send cold emails?
Midweek (Tuesday-Thursday) and early mornings (8-10 AM) tend to work best. Avoid weekends and late evenings.
Q: Should I attach files to my email?
Nope! Attachments can trigger spam filters. Instead, link to a Google Doc or website where they can check it out.
Q: What if they don’t reply?
Follow up once or twice, then move on. Don’t take it personally—sometimes, it’s just bad timing.
Your Cold Email Checklist
Come back to this article to check these boxes:
✅ Found the right person to email?
✅ Written a subject line that grabs attention?
✅ Kept the email short, personalized, and valuable?
✅ Included a clear call to action?
✅ Followed up (but not too much)?
If you check all these boxes, you’re on the right track!
Conclusion: Offer Value, Get Seen
Cold emailing for link building isn’t about spamming people—it’s about building real relationships and offering value.
Referencing a journalist’s past work, showing why your angle is fresh, and keeping your email clear, concise, and compelling make all the difference.
And most importantly—don’t think of it as just an email. Think of it as the start of a long-term relationship. Even if your pitch isn’t picked up immediately, a well-executed outreach can put you on the radar for future opportunities.
Do it right, and soon, you won’t just be sending pitches—you’ll be landing features on high-authority websites.
