How to Pitch Brands as an Influencer Manager (Email Templates)

Learning how to pitch brands as an influencer manager comes down to three things: put the right creator in front of the right brand, send it to the person who controls the budget, and make the email easy to say yes to. A strong pitch is short. It names a specific campaign or moment, shows proof that the creator fits, and ends with one clear ask.

Most pitches fail on relevance, not writing. A brand marketer can tell in a few seconds whether you looked at their brand or pasted a template. This guide covers the process, the anatomy of a good pitch email, and six templates you can copy and adapt for your roster.

What a brand pitch needs to do

Before you write a word, check that your pitch can answer four questions the brand will ask:

• Why this creator? The creator’s audience and content already overlap with the brand’s customer.
• Why now? There is a launch, a season, or a campaign the creator fits.
• What’s the proof? Live stats, past partnerships, and posts that show the fit.
• What happens next? One small, clear step, such as a call, a deck, or a rate sheet.

If your pitch answers all four in under 150 words, you’re ahead of most of the inbox. If it can’t answer the first two, pick a different brand.

How to pitch brands as an influencer manager, step by step

1. Start from the creator’s content

The best pitches start with what a creator already does. Look through their recent posts for products they use without being paid, categories they talk about often, and formats that perform well. A skincare creator who shows the same moisturizer in five morning routines has a better pitch to that brand than to a brand they’ve never touched.

2. Find the right person at the brand

Generic inboxes such as hello@ or info@ rarely reach the person who books creators. Look for titles like influencer marketing manager, creator partnerships lead, social media manager, or brand partnerships. Some brands run creator programs through an outside agency, so ask who handles talent bookings if you’re not sure. Our guide to brand outreach for talent managers covers how to find and qualify these contacts.

3. Find the hook

A hook is the reason this email is timely. Good hooks include:

• A product launch or restock the brand has announced
• A seasonal moment, such as back to school, summer travel, or holiday gifting
• A gap in their current creator lineup (for example, they work with plenty of beauty creators but no fitness creators)
• A past campaign of theirs that your creator’s content resembles

4. Package the proof

Link to a live media kit or a pitch deck rather than attaching a large PDF. Attachments can get caught by spam filters, and a PDF is out of date the day after you send it. For a single creator, a media kit works. For two or more creators, or a pitch tied to a specific brief, build a deck. See how to build an influencer pitch deck for what to include.

5. Write a short email

Keep the body under 150 words. Lead with the brand, not with your agency. Put the creator’s most relevant number in the second or third sentence, and end with one question.

6. Log the pitch and set a follow-up

Record who you pitched, which creator, the date, and the hook. If more than one manager at your agency pitches brands, a shared log stops two people from emailing the same marketer about different creators in the same week. Then set a follow-up date. A busy marketer often needs a second nudge, so the follow-up matters as much as the pitch.

Anatomy of a pitch email

If you’re still learning how to pitch brands as an influencer manager, use this structure until it becomes habit. Each part has one job.

Part	What it does	Example
Subject line	Names the creator and the brand’s moment	“[Creator] for your spring sunscreen launch”
Opener	Shows you know the brand	“Saw the new SPF stick launched this month.”
Fit	Connects the creator to the brand’s customer	“Her audience is mostly women 18 to 34 who follow her morning routines.”
Proof	One or two numbers and a link	“Her last three routine videos averaged 80K views.”
Offer	A concrete idea, not a menu	“One TikTok and two Stories around launch week.”
Ask	One small next step	“Want me to send rates and her media kit?”

The numbers in the table are placeholders. Always use the creator’s real, current stats, and never round up.

Pitch email templates

Replace everything in square brackets. Keep each one short after you edit it, and cut any line that doesn’t apply.

Template 1: Cold pitch for one creator

Subject: [Creator name] for [Brand]'s [launch / campaign / season]

Hi [First name],

I manage [Creator name], a [niche] creator on [platform] with [follower count] followers. I saw [specific thing the brand launched or posted], and it lines up closely with what [Creator first name] already makes.

[One sentence on fit: who the audience is and why they buy this kind of product.] Her recent [content type] averaged [views or engagement] over the last [time period].

I'd suggest [specific deliverables, e.g. one TikTok and two Instagram Stories] around [date or moment].

Here's her live media kit: [link]

Would it help if I sent rates and availability?

[Your name]
[Agency name]

Template 2: Warm pitch to a brand you’ve worked with

Subject: Another fit for [Brand]: [Creator name]

Hi [First name],

Thanks again for the [campaign name] campaign with [past creator]. The [result you can share, e.g. Reel's saves or link clicks] was a highlight for us.

I wanted to put another creator on your radar. [Creator name] makes [content type] for an audience of [audience description], and she already features [product category] in her content without being paid.

Here's a short deck with her stats and recent posts: [link]

Are you planning anything for [upcoming season or launch] where she could fit?

[Your name]

Template 3: Multi-creator pitch for a launch

Subject: 3 creators for [Brand]'s [product] launch

Hi [First name],

Congrats on [product launch]. I pulled together three creators from our roster who fit the launch:

- [Creator 1]: [platform], [one-line fit]
- [Creator 2]: [platform], [one-line fit]
- [Creator 3]: [platform], [one-line fit]

The deck has their live stats, audience breakdowns, and rates: [link]

Happy to adjust the mix if you're focused on one platform. What does your timeline look like?

[Your name]

Template 4: Reply to an inbound brief or casting

Subject: Re: [Brief or campaign name]

Hi [First name],

Thanks for sending the brief. Based on [the two or three requirements they named], here are the creators I'd put forward:

[Deck link]

Each one meets [requirement 1] and [requirement 2]. [Creator name] is the strongest fit for [specific reason].

All three are available for [their dates]. None has a conflicting exclusivity in [category].

Which ones would you like to move forward with?

[Your name]

Template 5: Pitch with proof of organic use

Subject: [Creator name] already uses [Product]

Hi [First name],

Quick one. [Creator name] has shown [product] in [number] of her posts this year, and none of them were paid. Here are two: [post link], [post link].

Her audience already sees her use it, so a paid partnership would feel natural rather than forced.

Open to a short call about [upcoming moment]? Her media kit is here: [link]

[Your name]

Template 6: Re-pitch after a campaign wraps

Subject: [Campaign name] results + what's next

Hi [First name],

The [campaign name] content with [Creator name] wrapped last week. The full report is here: [link]

[One sentence on the strongest result.]

[Creator first name] loved working with your team. She has room in [month] if you'd like to run a follow-up, and she's open to [idea, e.g. a usage extension on the top-performing video].

Want me to send a proposal?

[Your name]

Subject lines that get opened

A subject line has one job: get the right person to open the email. Name the creator, the brand, and the reason.

• “[Creator] for your [launch name]”
• “[Creator] already uses [product]”
• “Summer travel creators for [Brand]”
• “Re: [their campaign hashtag]”
• “[Number] creators who fit your [brief name] brief”

Skip subject lines like “Collaboration opportunity” or “Partnership inquiry.” They say nothing about the brand and look like every other pitch.

Common pitching mistakes

• Pitching the whole roster. A link to every creator you represent puts the matching work on the brand. Pick the best two or three.
• Sending stale stats. A screenshot from three months ago can be off by a wide margin. Send live stats or check the numbers the day you send.
• Opening with your agency. The brand cares about its launch first, then the creator, and then your agency.
• Asking for too much. “Can we hop on a 30-minute call?” is a big ask from a stranger. “Want me to send rates?” is a small one.
• Forgetting conflicts. Check exclusivity and competitor deals before you pitch. Pitching a creator who has a 60-day category exclusivity with a competitor wastes everyone’s time.
• Not following up. Plenty of deals start with a reply to a follow-up, not the first email. Our brand deal follow-up email templates cover what to send and when.

How July helps you pitch

In July, you can filter your roster by stats, demographics, or rates and send a pitch deck as one live link that updates every 24 hours, even after you share it. Contacts keeps every brand and the people behind it in one place, with the talent who already work with each brand and your full deal history, so your team can check a brand’s history before anyone hits send.

Frequently asked questions

How do you pitch brands as an influencer manager?

Find the person who books creators at the brand, then send a short email that names a specific launch or moment, explains why the creator fits the brand’s customer, and links to a live media kit or deck. End with one small ask, such as offering to send rates. Log the pitch and follow up within a week if you don’t hear back.

Should I include rates in the first pitch email?

Usually not. Rates without context can end the conversation before the brand sees the fit. Offer to send rates once they show interest, unless the brand’s brief asks for rates up front, in which case include them in the deck.

What’s the difference between a media kit and a pitch deck?

A media kit describes one creator: their stats, audience, content, and past partnerships. A pitch deck is built for a specific brand or brief and can include several creators, with content and rates chosen for that pitch.

Who should I email at a brand about influencer partnerships?

Look for the influencer marketing manager, creator partnerships lead, social media manager, or brand partnerships manager. If the brand works with an outside agency for creator campaigns, the agency’s talent or partnerships team may be the right contact.

How long should a brand pitch email be?

Aim for under 150 words in the body. The brand should understand who the creator is, why they fit, and what you’re proposing without scrolling. Put the detail in the linked media kit or deck.