Crafting Email Pitches

Emailing is a necessary and wonderful tool for contacting buyers to pitch your products.  But what do you say and how can you craft good email pitches that will gain attention from buyers?

Sound challenging or difficult?  Not really.

First thing I recommend BEFORE you even start your email pitch series is Crafting Email Pitchesto call the store, tell them who you are and ask if you can email the buyer/manager/owner some information about your products.

Don’t spend time trying to pitch your products.  Retail buyers are busy people and may not have time to hear you out.  The main purpose of this call is to get the necessary contact information so you can pitch your products through your email.

Now, don’t panic!  When you make your calls, just be yourself.  Be polite and professional, but don’t be rigid or unreal.

Same goes for your email.  Don’t start the email telling the buyer how great you and your products are.  And don’t assume and tell them that your line will be the next best seller in their store!

If you have done your research ahead of time on the particular store, you can mention in your email that you know they carry XYZ product and that your line is often successful sold in stores that do will with XYZ line.

You might also want to mention that your line will be sold in only one zipcode (of other location designation) in their area, and you would like to give ABC store the first look at your designs.

Be friendly, be yourself, and remember to address what is in it for the store to buy your products.

Then, of course, attached your PDF catalog, flyer, or line sheet making sure you have all your products, wholesale pricing, terms and contact information attached.

Claire from Indie Retail Academy suggests the following points when crafting your messages:

  • You have to write every pitch email from scratch.
  • You have to really look at the shop and work out what you like about it.
  • You have to find something specific to praise.
  • You have to consider your collection and hand-pick one or two items which are an especially good fit for the store.
  • You have to go through your letter word by word and make sure there aren’t any spelling or grammatical mistakes.
  • Basically, if you want a great result, you have to do the work.

Of course, several follow ups may be necessary to insure a sale.  Don’t wait for the retail buyer to contact you — it is rare for them to do so.  Email them again asking if they saw your first email and if they are interested in knowing more about your line.

And don’t give up!  Sometimes it takes 5 to 6 or more contacts before you make a sale!

6 comments for “Crafting Email Pitches

  1. September 2, 2015 at 2:31 pm

    This is perfect timing! I was just working on my email pitch and line sheet. Thank you!!

  2. September 2, 2015 at 2:44 pm

    Wonderful! I just love timing like that!

  3. September 7, 2015 at 9:39 am

    Great article as usual. One warning to one piece of advice. Attachments are red flags for servers. If you are not a “white listed” sender, attachments will cause your email to to directly into the trash.

    I recommend two alternatives.

    First (and totally the best) is a professional program like Constant Contact which will give you a template for a very safe to send email. You can embed your logo, photos, even pdf files and there is no attachment issues. And when you prospect clicks they automatically open the pdf which is stored on Constant Contact. No downloading and then opening in another software program. This option also have the added value of you being able to KNOW when the person opens the email (YAY!) and what links they click on. This is invaluable information and worth every penny. I set businesses up every day. It’s really easy to get started and you could have an email ready in a snap.

    If you insist on being less professional and just want to send from a gmail or outlook type of personal account, do not send attachments – again, they might never get them. Some get stopped before even getting into the prospects spam/junk folders. Solution: Send private links to pages on your website where you have your line sheets, photos, etc. Unless you entire site is wholesale member password protected, this is an easy way to get all the information in front of them quickly. Create a separate page that is not linked to your main site. and link it to your website, but not the other way around and make that clear on that page.

    Just make it very clear that there is a “by invitation only” link and that they need to bookmark it to return to it as there is no connection to your main site.

    I wouldn’t want to go through all of the above just to use my gmail account. It’s a lot of work. Instead just sign up for Constant Contact or whatever and have real control over you message and know every time who is getting your message.
    Mckenna´s last blog post ..The Golden Triangle of Sales Success

  4. September 7, 2015 at 11:14 am

    Thanks Mckenna — you are my go-to guru for emailing customers!

    Personally, I use AWeber, but I know that Constant Contact is probably just a good as AWeber.

  5. September 7, 2015 at 12:50 pm

    Yes… they are comparable! The only difference is that when someone goes to my site and signs up through my Constant Contact link, they get a free 30 min session with me and several other bonuses to help them launch their soon-to-be highly successful email marketing program!

    LOL – as you well, know, I co-authored the e-course you have advertised on this very page! You have sent us plenty of clients to buy our course for which we are always so grateful. You support is so wonderful, Sandy! Thanks so much for all you do to help small businesses thrive!
    Mckenna´s last blog post ..The Golden Triangle of Sales Success

  6. September 7, 2015 at 1:34 pm

    Absolutely Mckenna! And for anyone reading this that is interested in the Mckenna’s ecourse on emailing, check out the info listed here:

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