Sponsorship pitch emails: three templates to steal and adapt
2 min read
These three templates cover most situations. Adapt the details, keep them short, and change the first line so the person can tell you wrote it for them.
For the full approach, see how to get advertisers.
Template 1: Cold first message
Subject: [Company] and [number] [profession] readers
Hi [Name],
I edit [Magazine], the magazine for [number] [members] in [field]. About [number] open each issue.
[Company] sells [what] to people like our readers, so I thought a page in the [month] issue might be worth a look.
A full page is [price]. The media kit is attached with other options and dates.
Would a ten-minute call this week be useful?
[Name, role, phone]Adapt: change the first sentence to something about them: "I saw your talk at [event]" or "I noticed your new [product]".
Template 2: A past sponsor or exhibitor
Subject: Following up from [event]
Hi [Name],
Thanks for supporting [event] this year. Several members mentioned [something specific].
We're planning the [month] issue of [Magazine] and I wondered if you'd like to keep the conversation going with our readers. A half page is [price], and I can include a short report on views and clicks after publication.
Happy to send a one-page outline. When's a good time to talk?
[Name]Adapt: include a real detail from the event. It shows you remember them.
Template 3: Follow-up
Subject: Re: [Company] and [number] [profession] readers
Hi [Name],
A quick note in case this got buried. The booking deadline for the [month] issue is [date].
If a full page isn't right, I can suggest a smaller option or a sponsored article. Let me know what would suit.
[Name]Adapt: change the offer on the second attempt. Don't repeat the first message.
What makes them work
- One ask. A call, a reply or a look at the kit. Not three.
- A reason to act. A deadline, a limited number of places or a founding rate.
- Specific details. Numbers and names, not "a wide audience".
- A real sender. Your name and number, from your own address.
What to leave out
- Long descriptions of the association.
- Apologies. "Sorry to bother you" weakens the message.
- Pressure. A stated deadline is enough.
Track what happens
Keep a simple sheet: who, when sent, reply, next step. After 20 emails you'll see which subject lines and offers get answers.
Frequently asked questions
How long should a sponsorship pitch be?
Under 150 words. If it's longer, put the detail in the media kit.
Should I attach the media kit?
Yes, as a short PDF, or link to it. Mention it in the email.
When is the best time to send?
Tuesday to Thursday mornings in the recipient's time zone usually works, but test with your own list.
What if I don't know who to write to?
Look for the marketing, partnerships or events lead on their website or LinkedIn, or ask a colleague who knows them.
