When Susanna Lönnrot told me her pitch email was converting at 100% I had to stop the conversation.
100%?!
As in…every person you’ve sent this pitch email to has said “yes”?
Yup. I hadn’t heard her wrong.
This was the email template she had used to get multiple businesses to promote her webinar to their entire email lists…
…resulting in 400+ new email subscribers and a handful of new customers for Susanna.
All because she sent the right email.
It’s a strategy she’s continued to use month after month to grow her list and customer base. And she’s yet to get a “no.”
In this post, I’m going to break down Susanna’s pitch email (and give you a copy-and-paste template) so you can use it to get free promotion from influential people and businesses in your niche.
This is a GREAT tool to add to your swipe file—so read on, and get ready to save yourself a copy.
Note: Susanna’s emails have been translated from Finnish, so we made a couple adjustments here and there.
Breaking Down Susanna’s Pitch Email
First of all, it’s important to know who Susanna was pitching and why this person would be interested in promoting her content in the first place.
Who Susanna Pitched: Anniina Hurme of Lauha Living. She teaches women entrepreneurs how to improve their social media marketing.
Why Anniina Was a Good Match: Susanna serves the exact same customer base as Anniina, but in a different way.
While Anniina teaches them more broadly about all aspects of social media marketing, Susanna and her business partner Viivi teach them specifically how to take better photos for social media.
So it’s natural to assume that Anniina’s audience would also be interested in Susanna’s content.
Let’s dive into the pitch email.
Part 1: The Relational Anchor
Every great pitch email starts with something simple — telling the person how you know them.
“Awesome, Bryan. What if I don’t know the person I’m pitching at all?”
Easy — show them you’re a fan of their work. Just like Susanna did in the opening of her email to Anni:
Notice how this isn’t just generic praise. It’s detailed enough that Anni was able to tell that Susanna genuinely enjoys her work.
Best of all, she included a specific post (with a screenshot!) to show that she really does follow Anni’s content closely.
By proving you have genuine interest in a person’s content, you immediately separate yourself from the dozens of random emails from Internet weirdos they’re getting every day.
The Relational Anchor says it loud and says it proud: I’m not a weirdo.
Part 2: The Win for the Partner
This part of the email brings up the idea of collaborating and explains why it would be a win for the partner:
Notice how that fourth paragraph specifically spells out why this will be a win for Anniina’s business — she gets free, valuable content tailored specifically to her audience.
Believe it or not, this is a BIG win for people who are regularly trying to send content to their audience. It’s tough to constantly make it all yourself from scratch.
Collaborating with someone else is a content creation shortcut, and their audience will still love them for it.
Part 3: The Clear Ask
This part of the email couldn’t be simpler. It’s literally one sentence:
So simple, but so important.
Don’t try to get all the way to “yes” in your first email.
Your only goal is to keep the conversation going.
And the simplest way to do that is with one clear question: are you interested?
Susanna made it easy for Anniina to respond, and that’s a big part of the reason her email template has been so successful.
Get Susanna’s Pitch Template + Check Out Her Case Study for the Full Story
Susanna turned her pitch email into a simple template that allows her to easily swap in a new potential partner’s details and hit “send.”
Click here to snag a copy for yourself.
With this template, you can start implementing our Partnership Marketing playbook and get influencers in your niche to promote your business to their audience for free.
Plus, if you want to see what Susanna did after getting a “yes” in response to her email, check out her full case study here.
It shows the step-by-step process she used to get free promotion of her webinar and 400+ new email subscribers in the process.
Watch, learn, and then do the same for your business.