Wish you had some pitch email templates to help you sell your products to stores?
Here are six real emails from my inbox that you definitely shouldn’t copy.
That’s because they don’t work in the way the artist (or the retailer) wants them to. They don’t pull off the one job your pitch email must do, which is to make the retailer interested enough to open up your wholesale catalogue or line sheet.
I share these not so we can have a giggle, but because sometimes it’s easier to understand how to do something right when you’ve seen it done wrong.
Pitch email example #1
My name is _______ and I am an artist, displaying and selling my cards and paintings in various Shops and Galleries in _______.
Would you be interested in displaying my artwork in your Shop? I am sending you on some images – and hope you like them and find them suitable. (the last 4 images are the gift cards at 5″ square).
Thank you for your consideration
“Dear Sir / Madam” = Ruh-roh.
This reads as “I couldn’t be bothered looking up your names, even though they’re plastered all over your website. To me, you are faceless blob monsters. You seem to have a business bank account, though, so I’ll perform politeness.”
And it’s entirely about what the artist wants.
There’s zero consideration given to what we might get out of buying these products, or why we should buy their products in particular.
There’s no attempt at describing who their work is for. Figuring out what kind of customer they serve, and whether we also serve that customer, is apparently our job.
And there’s no sign they know anything whatsoever about our specific shop.
Because blob monsters.
Pitch email example #2
FYI Please find the enclosed document referred to in the subject.
This is the entire pitch.
And this is why we retailers go into our stockrooms, turn off all the lights and rub peppermint lip balm on our eyelids.
We just want to feel something.
Pitch email example #3
On checking our outstanding enquiries I note we have not heard from you since our original enquiry.
We have recently sent out our up to date Price List and catalogue and trust you received your copy. Should you require additional information please do not hesitate to contact me.
This is the emotional tone you use when you’re about to impeach someone. This artist can therefore expect extreme hesitation in us contacting them about anything.
Pitch email example #4
I am a new company looking to intoduce my new range of greeting card range to you and your compny. Sorry if this emails not for you but if you know someone that would be interested, could you please forward my details to them.
5 Ranges over 500 images to choose from.
There’s no hint of what kind of customer they serve. We know they make greetings cards but that’s it.
Plus, spelling and grammar are important.
Even if the language you’re pitching in isn’t your first, and hat-tip to you if that’s the case, proof-reading and editing are vital.
The odd mistake is bound to happen but this is our first impression of you. Getting it wrong in your pitch email makes it look like you just don’t care.
The biggest problem with this particular email, however, is that their success has become our responsibility.
This artist doesn’t even know for sure that they’re writing to the correct people, and no wonder because that information is kept inside a golden nutmeg guarded by a giant squirrel with glowing red eyes.
It can’t, for example, be easily obtained on our website or by giving us a quick ring.
So it’s up to us to make sure their email gets to the right place.
Pitch email example #5
In addition to the Christmas images, I am happy to send my every day cards for you to consider selecting.
Who’s Georgina? Can she read our pitch emails from now on?
Also, make sure to send everything we need to make a decision. Don’t make us ask for your line sheet, prices or details on your full collection. Attach the whole thing to your pitch and any follow-up emails.
Pitch email example #6
Good afternoon Clare & Anthony
I emailed a week ago and also left a telephone message for you regarding potential stocking of my products.
I haven’t had a response to my email or call and am just checking that you have received it.
Please could you confirm whether my products would be of interest to you?
Insistence creates resistance.
Stamping your foot because retailers haven’t got back to you within your preferred timeframe is a speedy way to get all your pitch emails deleted.
You bounded into our inbox and asked for our attention. We don’t owe you anything. You can and should follow up on your pitches, but don’t expect (or demand) a response.
Fear explains all of these pitch emails.
Fear makes smart, funny, emotionally intelligent artists write terrible pitches that just don’t work. The ones above are just a tiny fraction of the hundreds shopkeepers like us receive every year.
Now that you know the bar is so low, imagine how little effort it takes to stand out from the crowd. Writing a persuasive pitch email – one that actually gets retailers excited about opening your catalogue or line sheet – isn’t rocket science.
I promise you can do it – that’s why I made you this template.
But the first step is getting to know the buyers you approach. Once you understand pitching from our point of view, you can write to us with ease and confidence. Maybe even a dash of humour.
When you do, we’ll gladly put down the lip balm and notice you.
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