Landing sponsors is often the key to unlocking new revenue streams for content creators. However, finding the right brands and making the right pitch can be challenging. I sat down with George Wauchope, founder of Emailchaser, a cold email platform that streamlines outreach and optimizes email deliverability, to uncover strategies that help creators successfully secure sponsorships. Here’s how content creators can secure sponsorships using cold email outreach.
This article outlines George’s expert tips on building an impactful cold email strategy, avoiding common mistakes, and increasing the chances of reaching the right decision-makers.
The Cold Email Landscape: Where Are We Now?
According to George, the cold email space has become more challenging in recent years. “New tools have made it easy to send high volumes of low-quality emails,” he explains, “but this has forced platforms like Gmail and Outlook to become stricter in filtering messages.” This shift means that creators need to be intentional about who they target and how they write their emails.
Q: What advice would you give to content creators on finding the right brands to approach for sponsorship opportunities?
A: If you are a content creator, then you probably are better off targeting a smaller number of brands that you truly admire, and working with them. Sending thousands of low quality generic emails probably isn’t the best strategy if you only need a few significant sponsors.
To succeed moving forward, George stresses the importance of evergreen campaigns—email sequences that stay relevant over time and engage the right contacts. Rather than blasting emails indiscriminately, creators should focus on crafting high-quality messages that resonate with specific brands.
Crafting the Perfect Cold Email for Sponsorships
The key to a successful sponsorship email lies in simplicity and relevance. George recommends following these core principles when crafting your outreach:
- Keep it short: Your email should be under 100 words to maintain the recipient’s attention.
- Contact the right person: Use an email finder tool like Emailchaser to identify key decision-makers in the company.
- Make it about ROI: Clearly show the brand how sponsoring your content will bring them a positive return on investment (ROI). Mention audience size, engagement rates, or alignment with the brand’s values.
I sold The Hustle’s first ads. About $100k worth.
— Sam Parr (@thesamparr) December 22, 2022
Here’s the 1st cold email I sent that got a sale. It was Wealthfront.
Maybe sent emails to 20 diff brands, 5-8 showed interest.
We had 93,535 subscribers. I charged them $26 per 1,000 sends. pic.twitter.com/L7uEYaG5Di
For example, if your platform focuses on fitness, highlight how your audience fits the demographic that the potential sponsor is targeting. Brands need to see a clear, measurable benefit from partnering with you.
We also recommend using platforms like Passionfroot & Beacons which give brands all the information they need to know to before working with you like media kits. You can add these in the emails or your signature.
Avoiding Pitfalls That Get Emails Sent to Spam
Many creators struggle with their emails landing in spam or getting lost in the promotions tab. George identified several common mistakes and shared practical tips for improving deliverability:
- Avoid using cheap or free email accounts. Set up a Google Workspace email to appear more professional and build trust.
- Focus on meaningful metrics. Instead of obsessing over open rates and clicks—which can trigger spam filters—track positive response rates. This is the best indicator of campaign success.
- Spread follow-ups over time. Avoid sending too many emails in quick succession. Instead, wait 1-2 months before relaunching outreach to unresponsive brands.
By taking these precautions, your emails are more likely to reach the primary inbox rather than being flagged as spam or promotions.
Q: What are some common mistakes people make with cold outreach that causes their emails to land in spam?
A: They send from cheap email accounts. I recommend that you set up a professional email account through Google Workspace. You can learn how to set up an email account through Google Workspace in my article How To Set Up A Domain & Mailbox For Cold Email.
Personalization at Scale: A Key to Successful Outreach
When contacting multiple brands, it can be difficult to personalize every message individually. George advises creators to focus on event- or trigger-based personalization. This means tailoring your email around an upcoming campaign, product launch, or shared interest that aligns with the sponsor.
Q: How important is the subject line in cold email outreach, and do you have any tips for crafting irresistible ones?
A: The subject line is not hugely important, but you still should avoid subject lines like “Quick question” that make your email seem like a sales email. I show some examples of good subject lines in my article Best Subject Line For Cold Emails.
Check out George’s guide to cold email personalization at scale for more tips on balancing personalization with efficiency.
Examples of Successful Cold Outreach in Action
George shared insights from a past user of Emailchaser who ran a cold email campaign to secure meetings with high-profile brands. “After receiving several positive responses, the user was able to scale the campaign and land significant partnerships,” George recalled.
One prominent cold email success story comes from Sam Parr, founder of The Hustle. His cold outreach secured early sponsorship deals worth $100,000, including partnerships with financial services company Wealthfront.
These examples show that targeted, high-quality outreach works—but only when creators focus on the right brands and build strong pitches that offer clear value and it’s how content creators can secure sponsorships using cold email outreach.
Following Up with Sponsors the Right Way
Following up with potential sponsors is crucial, but there’s a fine line between persistence and being annoying. George recommends limiting follow-ups to one email every few months. If a brand doesn’t respond initially, wait at least 1-2 months before re-engaging.
Q: How can content creators follow up with potential sponsors without being too persistent or pushy?
A: Don’t send too many follow-up emails in a short period of time, as it’ll annoy your potential sponsors and they’ll mark your emails as spam. Instead, relaunch campaigns to sponsors that didn’t respond previously, but wait one or two months between each campaign.
“Sending too many emails in a short period will annoy sponsors, and they might mark your email as spam,” George warns. Instead, focus on building relationships over time through thoughtful, spaced-out touchpoints.
Managing Large-Scale Campaigns with Emailchaser’s Automation Tools
For creators managing large campaigns, automation is key. Emailchaser offers inbox rotation to spread sending volume across multiple email accounts, which helps prevent emails from being marked as spam.
Q: What tools or practices do you recommend for managing multiple email sending accounts to maximize outreach?
A: If you need to send a high volume of cold emails, then you should use a cold email automation tool like Emailchaser which has inbox rotation. This spreads the sending volume across multiple domains/email accounts, which helps prevent your emails from going to spam.
Q: What sets Emailchaser apart from other cold emailing platforms, and what key features do users love the most?
A: Emailchaser is simple to use, and we only build features that actually help with your deliverability. We don’t promote snake-oil features like email warm-up.
If you’re handling outreach across multiple domains or platforms, using automation tools like Emailchaser can help maximize deliverability and maintain sender reputation. Learn more about this process through George’s video course, available in the Emailchaser University.
Choosing the Right Brands to Approach
George also shared some important advice for creators who are just starting their sponsorship outreach: focus on quality over quantity. Instead of reaching out to thousands of brands with generic emails, identify a smaller number of brands that align with your niche and audience.
Q: Can you share a success story from an Emailchaser user who booked significant meetings or secured partnerships through cold email?
A: This user posted in our Slack group today that he received multiple positive responses from his Emailchaser campaign. His next step will be to scale his campaign.
Working with brands you admire not only makes the partnership more enjoyable but also increases the likelihood of long-term sponsorship opportunities. It’s better to land a few significant sponsors than spend time chasing partnerships that don’t align with your brand.
Build Lasting Partnerships with Thoughtful Cold Email Outreach
Securing sponsorships through cold emails requires a mix of strategy, personalization, and patience. As George points out, the future of email outreach belongs to those who build relevant, evergreen campaigns.
Q: What advice would you give to content creators on finding the right brands to approach for sponsorship opportunities?
A: If you are a content creator, then you probably are better off targeting a smaller number of brands that you truly admire, and working with them. Sending thousands of low quality generic emails probably isn’t the best strategy if you only need a few significant sponsors.
By keeping emails concise, targeting the right brands, and offering clear ROI, content creators can unlock sponsorship opportunities that align with their goals. And with tools like Emailchaser, managing cold email campaigns becomes more efficient and impactful.
If you’re ready to step up your sponsorship outreach, explore Emailchaser and get access to their free video course for more insights on improving your email campaigns.
