Let’s be honest—cold outreach is awkward. You’re basically emailing strangers and asking for favors. I’ve done it hundreds of times, and in the early days, I got ghosted more often than a bad Tinder date. But over time, I figured out how to cut through the noise and start real conversations that turn into backlinks.
This guide is based on my personal process—what I actually do to build relationships (and links) without annoying people or ending up in the trash folder.
What you’ll learn in this post:
- How I choose who to pitch (and who to avoid)
- What makes my email stand out in a cluttered inbox
- The exact structure of my outreach email (with examples)
- How I follow up without sounding desperate
- Tools and trackers I use to stay organized
- What not to do if you don’t want to be ignored
Let’s break it down.
1. Outreach Isn’t a Numbers Game (Unless You Like Low Response Rates)
Some folks blast 500 generic emails and call it outreach. That’s not my style. I focus on relevance over volume. If I wouldn’t link to my own pitch, why would anyone else?
My approach:
- Start with a reason for contact—broken links, outdated content, missing stats, etc.
- Focus on websites that are already linking to similar content
- Skip sites that look like they’d sell a kidney for a backlink
Related read: What Is Link Building? A 2025 Guide for Beginners
2. The Anatomy of a Cold Email That Actually Gets Read
Every part of the email matters. And no, I don’t start with “Hope this finds you well.” (Cringe.)
Here’s my format:
- Subject line: Short, specific, and curiosity-piquing
- Intro: Mention something specific I read or liked
- Body: Point out a content gap or improvement idea
- Offer: Suggest a helpful resource or collaboration
- CTA: Clear, low-pressure next step
Example subject lines:
- “Quick thought on your [article topic] post”
- “One stat you might want to include”
- “Possible update for your [page name] page”
For templates that work without sounding robotic, see:
Outreach Email Templates for SEO Link Building
3. The Most Important Part? Actually Reading Their Content
I always read the target site before writing my pitch. Not just skim. I’m looking for things like:
- Missing or outdated data
- Broken external links
- Missed keyword opportunities
- Gaps in coverage
Then I ask: How can I help them look better to their readers? Not how can I get a link? Big difference.
Recommended: How to Find Link Building Opportunities in Your Niche
4. How I Follow Up Without Sounding Like a Pest
No response? No problem. I follow a simple sequence:
- Day 1: First outreach email
- Day 3: Soft follow-up—“Just wanted to make sure this didn’t get buried.”
- Day 7: Offer an alternate idea or resource
- Optional: Engage with them on social before following up again
If I still get nothing after 3-4 touches, I move on. I’m not here to beg—I’m here to offer value.
5. My Toolkit: Keeping Outreach Efficient and Sane
I started with a spreadsheet. It worked until it didn’t. Now, here’s what I use:
My tracking setup:
- Google Sheets: For simple tracking of contacts, responses, follow-up
- BuzzStream: When I want more automation
- Hunter.io or Clearbit: To find email addresses
- Grammarly: Because spelling someone’s name wrong is the fastest way to get ignored
More advanced? You might try Pitchbox, but if you’re just getting started, spreadsheets work fine too.
Try these: Tracking and Measuring Your Link Building Campaigns
6. What Not to Do in Outreach (Trust Me, I’ve Done Them All)
Here’s what makes me hit delete:
- Emails that start with “Dear Webmaster”
- Offering “guest posts” with zero context
- Praise with no specifics (“Loved your blog!” means nothing)
- No clear offer, no reason for the email
- Huge blocks of text with zero formatting
A good outreach email should feel like a quick, smart conversation—not a sales pitch.
Also see: Common Link Building Mistakes (And How to Avoid Them)
7. Building Relationships, Not Just Links
Outreach doesn’t have to be cold and robotic. I’ve built ongoing relationships just by being useful, respectful, and consistent. Some of the best links I’ve earned came months after the first email—because I wasn’t pushy and I actually cared about their audience.
When I approach outreach as a collaboration instead of a pitch, the results speak for themselves.
Want better links? Start with: How to Build High-Quality Backlinks Without Spammy Tactics
8. Wrapping Up (And One Last Tip)
Outreach is less about what you want and more about why someone should care. The second you treat it like a transaction, you’ve already lost. But if you stay helpful, personal, and clear—you’ll stand out.
One final piece of advice?
Don’t outsource your voice. People respond to people. Your pitch should sound like you, not a template.
Want more strategies that actually work? Start here:
Top Link Building Strategies That Still Work in 2025
