Nicely. Just kidding!
Writing a cold email pitch that lands backlinks can seem difficult.
But with a bit of personalization and a strong incentive for your recipient to link to you, it’s really not.
In this article, we’ll walk you through every step of creating a pitch that converts, and break down the exact outreach template that landed us hundreds of links.
Link building cheat sheet
Subject Line (Short, Intriguing, and Personalized)
Your subject line is the first thing a recipient sees, and it significantly impacts whether your email gets opened.
Only about 22% of emails are opened, so you have to make that first impression count.
Aim for brevity and clarity, ideally keeping it between 2-7 words.
This range is short enough to grab attention but long enough to convey the gist of your message.
Any longer and it will get truncated in the inbox.
Personalizing the subject line by including the recipient’s name or company can also make a big difference, potentially boosting open rates by up to 30.5%.
And of course, steer clear of spammy words that could trigger filters.
Pro tip: don’t capitalize the first letter of your subject line.
This way it looks more “human”, like a typo – but one that’s actually beneficial.
Example 1: “want a free link, [name]?”
Example 2: “upcoming guest post on [website]?”
Example 3: “can I include [website] in my post?”
Opening Line (Introduction & Insight)
Your opening line sets the tone for the entire interaction.
After a friendly greeting (like “Hi [Name],”), aim to establish a personal connection right away.
Show that you’ve done your homework by mentioning something specific you liked about their work—a recent achievement, a stat from one of their articles, or a challenge they helped a client with.
Just check the most recent case study they’ve published while it’s top of mind for them.
This shows you’re genuinely interested and not just sending a generic, impersonal message.
Example 1: “I’m working on a guest post for [website] and looking for resources to include in it.”
Example 2: “I’m reaching out because I’m putting together some resources on [Topic] for sites like [Example Site], and your expertise in [Specific Area] immediately came to mind.”
Body of the Email (Value Proposition & CTA)
This is where you clearly and concisely explain why you’re reaching out.
Aim for around 75-125 words and avoid bullet points, which can make your email feel mass-sent.
Instead, write in a natural, conversational style, as if you were chatting with the recipient.
The body should focus on two key elements: the value proposition and the call to action.
Value Proposition: What’s in it for Them?
This is the core of your pitch.
Clearly explain the mutual benefits of a backlink exchange.
For link building, this often involves offering a reciprocal link, perhaps within a guest post you’re writing for another website, or as a resource on your own site.

Offering a link within a guest post is a particularly effective strategy, as it allows you to easily set up A-B-C link exchanges.
Other value propositions could include offering product samples for review, promoting their content to your audience, or even offering a collaboration on a future project.
Simple social media shares or newsletter shout-outs are usually not compelling enough for a backlink exchange.
Call to Action: Inviting Further Conversation
Make your CTA clear, concise, and easy to act upon.
Use action-oriented language (like “should I send over my draft?” or “would you like to add your link?”).
NEVER ask to book a meeting in a cold email. Trust us. They won’t.
Especially for link building.
A softer call to action, such as a question that invites further discussion, can be more effective than a direct request.
Don’t use links in your initial email, it’s spammy. Just type the domain without linking it.
Example Body:
I’m currently developing a comprehensive guide on [Your Topic] and I think your article on [Their Topic] would be a great fit. I’d be happy to include a link to it in my guide.
I’m also writing a guest post for [Another Website] about [Related Topic], where I could offer a reciprocal link back to your site.
Would love to hear your thoughts on this!
Sign-off (Simple & Professional)
Use a warm and professional sign-off, such as “Warmly,” “Best regards,” or “Looking forward to hearing from you.”
Include a professional email signature with your name, title, website, and contact information.
Always include an unsubscribe link—it’s not only a legal requirement but also builds trust.

Follow-up (Respectful Persistence)
Even the best-crafted emails sometimes slip through the cracks.
While most business emails are read within 24 hours, responses can take a bit longer.
It’s a good idea to wait a few business days (3-5) before sending a polite follow-up.
One follow-up is usually enough. In your follow-up, briefly reiterate your initial message and acknowledge that you understand they may be busy.
Also, a great strategy is to introduce a sense of urgency – but carefully.
Example Follow-up: “The deadline for submitting my post is tomorrow. Would you like to still be included?”
Our Favorite Template
This template has worked well for us in securing backlinks:
Subject: can I include (organization) in my post?
Hi first_name,
I’m writing a few articles (for sites like [example]) and looking for resources to include in them.
Do you have a relevant blog post in [niche]? I was thinking one of your posts.
Happy to share the drafts if you’d like to take a look at the content.
P.S It would be great if we could get a slot in your article as well :)
Why it Works:
- Focuses on Shared Value: It immediately highlights the potential benefit for both parties.
- Clear and Concise: The message is easy to digest and understand.
- Inviting Tone: The language is friendly and encourages a conversation.
Key Takeaways for Asking for Backlinks:
- Start With the Incentive: cold email recipients only really care what’s in it for them, why would they help out a stranger for free?
- Do Your Research: Understand the recipient’s content, audience, and overall online presence.
- Show Genuine Interest: Make your outreach personal and show that you’ve taken the time to learn about their work.
- Be Respectful and Patient: Respect their time and inbox, and don’t be pushy.
Link building cheat sheet
Now Over to You
In conclusion, instead of asking for backlinks, you should offer something in return first.
In the case of link building, one of the most effective incentives is an indirect link back.
Need help getting more backlinks?
Don’t hesitate to start your 14-day free trial with Respona to see how we can help.
Frequently Asked Questions
How do I find the right websites to ask for backlinks from?
Start by identifying websites in your niche with a strong online presence and engaged audience.
Look for sites that have published content similar to yours and consider using SEO tools to analyze their backlink profiles and domain authority.
What should I do if a website owner says no to my backlink request?
If a website owner declines your request, be respectful and thank them for their time.
Don’t push the issue.
There are plenty of other opportunities out there.
How many follow-up emails should I send when asking for backlinks?
It’s generally recommended to send only one polite follow-up email after about 3-5 business days if you haven’t received a response.
Sending multiple follow-ups can be perceived as pushy and could damage your chances of building a relationship with the website owner.
What are some common mistakes to avoid when asking for backlinks?
Common mistakes include sending generic, impersonal emails, not offering a clear value proposition, using spammy language or tactics, and being too pushy or demanding.
Focus on building genuine connections, offering value in return, and respecting the recipient’s time.
Is it okay to ask for a backlink in exchange for something other than a link back?
While reciprocal link exchanges are common, you can also offer other forms of value, such as promoting their content on your social media channels, featuring them in a roundup post, or offering a free trial of your product or service.
The key is to offer something that is genuinely valuable to the recipient and relevant to their audience.