Pitch Templates
Email templates for press and media outreach. Customize every template for each recipient — generic mass emails get ignored.
General Tips (Apply to All Templates)
- Subject line: Keep under 60 characters, include app name, be specific
- Opening line: Reference something the journalist recently wrote or covered — proves you did your homework
- Body: Under 200 words total. Journalists receive hundreds of emails daily.
- One screenshot inline: Embed one compelling screenshot directly in the email (not as attachment)
- Links: Include App Store link, press kit link, TestFlight link (if pre-launch)
- Call to action: One clear ask — "Would you like a TestFlight invite?" or "Can I send a promo code?"
- Signature: Name, title, website, social media handle
Template 1: Launch Pitch
Use for new app launches. Best sent 2-3 weeks before launch.
Subject: [App Name] — [One-Sentence Value Proposition] (launching [date])
Hi [First Name],
I loved your recent piece on [their article/topic] — [brief, genuine comment showing you read it].
I'm reaching out because I'm launching [App Name], a [category] app for [platform] that [one sentence explaining what it does and why it matters].
[App Name] is different because [unique angle — privacy-first / solo developer story / innovative tech use / solves a specific problem]. [One sentence expanding on the story angle.]
Key details:
- Launch date: [date]
- Price: [free / $X.XX / subscription at $X.XX/mo]
- Platforms: [iOS 17+ / macOS 14+]
- Press kit: [URL]
[Embedded screenshot — choose your most visually impressive screen]
I'd love to offer you early access via TestFlight if you're interested. Happy to answer any questions or hop on a quick call.
Best,
[Name]
[Website] | [Twitter/X handle]Template 2: Major Update Pitch
Use for significant feature updates. Best for apps that already have some users.
Subject: [App Name] [version] — [headline feature] now available
Hi [First Name],
[App Name] just shipped its biggest update yet, and I thought it might interest you given your coverage of [relevant topic/category].
What's new in [version]:
- [Feature 1]: [one sentence — the hero feature]
- [Feature 2]: [one sentence]
- [Feature 3]: [one sentence]
The headline feature, [Feature 1], lets users [specific benefit]. I built it because [brief story — user request / personal need / new Apple API].
[App Name] now has [social proof — X downloads / X rating / featured by Apple]. This update is free for existing users.
Press kit with new screenshots: [URL]
App Store: [URL]
Would you be interested in taking a look?
Best,
[Name]
[Website] | [Twitter/X handle]Template 3: Story Angle Pitch (Developer Story)
Use when the story is about YOU, not just the product. Best for outlets that cover indie developers.
Subject: [Compelling one-line story hook]
Hi [First Name],
I've been following your coverage of indie developers, especially [specific piece they wrote]. I have a story that might resonate with your audience.
[2-3 sentences telling your story — why you built this app, what personal experience drove it, what makes your journey unusual or interesting.]
The result is [App Name], a [category] app that [what it does]. [One sentence on traction or reception — downloads, ratings, user testimonials, Apple feature.]
I'm not just pitching an app — I think there's a story here about [broader theme: indie sustainability / building for accessibility / leaving big tech / solving personal problems with code]. I'd be happy to share more details or do an interview.
App Store: [URL]
Press kit: [URL]
Thanks for considering,
[Name]
[Website] | [Twitter/X handle]Template 4: Podcast Pitch
Use for podcast hosts. Keep it shorter — they need to see interview value, not just app features.
Subject: Podcast guest pitch — [one-line hook about your story]
Hi [Host Name],
I'm a listener of [Podcast Name] and particularly enjoyed your episode about [specific episode]. [One genuine sentence about why it resonated.]
I'm [Name], an indie developer who [brief personal hook — quit FAANG / built app while traveling / went from zero to $X revenue / overcame specific challenge]. I recently launched [App Name], a [category] app that [one sentence].
I think your listeners would enjoy hearing about:
- [Topic 1 — something practical they can learn from]
- [Topic 2 — a challenge you faced and how you solved it]
- [Topic 3 — a broader insight about indie development]
I'm comfortable on mic and can keep things conversational. Happy to work around your schedule.
Best,
[Name]
[App Name] — [URL]
[Twitter/X handle]Template 5: Follow-Up
Use exactly once, 5-7 business days after the initial pitch. Add new information — do not just repeat the original pitch.
Subject: Re: [original subject line]
Hi [First Name],
I wanted to follow up on my email from last week about [App Name].
Since then, [add one piece of new information]:
- "[App Name] was just featured in [Apple editorial / another outlet / award]"
- "We hit [milestone — 1,000 downloads / 4.8 star rating / featured by Apple]"
- "I just shipped [new feature] that I think adds to the story"
- "A user shared this testimonial: '[brief quote]'"
If the timing isn't right or [App Name] isn't a fit for your coverage, no worries at all — I appreciate your time either way.
Press kit: [URL]
TestFlight: [URL]
Best,
[Name]Personalization Checklist
Before sending ANY pitch, verify:
- Used the journalist's first name (spelled correctly)
- Referenced a specific recent article they wrote
- Explained why THIS journalist is the right person for THIS story
- Kept total email under 200 words
- Included one inline screenshot
- Included press kit and App Store links
- Proofread for typos (nothing kills credibility faster)
- Sent on Tuesday-Thursday, 9-11 AM in their time zone
- Subject line is specific and under 60 characters
What NOT to Do
- Do not send identical emails to multiple journalists at the same outlet
- Do not CC or BCC multiple journalists (always individual emails)
- Do not attach large files (link to press kit instead)
- Do not use "Dear Sir/Madam" or "To whom it may concern"
- Do not send more than one follow-up
- Do not pitch on the same day as a major Apple event
- Do not ask "did you get my email?" — it's passive-aggressive
- Do not offer payment for coverage (violates journalistic ethics)
- Do not get upset or respond negatively if they don't cover you