Link Building Templates: Outreach Emails, Scripts, and Swipe Files

How to Use These Templates#

Templates are starting points, not copy-paste solutions. The most effective outreach is personalized and genuine. Use these frameworks as foundations, then customize with:

Specific references to the recipient's content
Genuine value propositions for their audience
Your authentic voice and style
Relevant context for your relationship (or lack thereof)

Never send identical emails to multiple recipients. Response rates drop dramatically when emails feel templated.

Guest Post Outreach Templates#

Initial Guest Post Pitch#

Use when: Cold outreach to sites accepting guest contributors

Subject Line Options:

Guest post idea: [Specific topic]
Quick question about contributing
Article pitch for [Site Name]

Template:

Hi [Name],

I've been reading [Site Name] for a while—particularly enjoyed your
recent piece on [specific article topic]. The point about [specific
detail] really resonated.

I'd love to contribute an article that I think would fit well with
what you publish:

[Title Idea]: [One sentence describing the angle and why it would
interest their readers]

A few things I'd cover:
• [Point 1]
• [Point 2]
• [Point 3]

For context, I've written for [Publication 1] and [Publication 2]
on similar topics. Here's an example: [Link to relevant published piece]

Let me know if this sounds interesting—happy to adjust the angle or
propose something different.

[Your name]

Customization Tips:

Reference a specific recent article (prove you actually read their site)
Propose topics in their content gaps (not topics they've covered extensively)
Include relevant writing samples (not your homepage)

Follow-Up Email (Guest Post)#

Use when: No response after 5-7 days

Hi [Name],

Following up on my guest post pitch from last week. Totally understand
if the timing isn't right or the topic isn't a fit.

If there's a different topic that would work better for your editorial
calendar, I'm open to suggestions. Otherwise, no worries at all.

[Your name]

Follow-Up Rules:

One follow-up is standard; two is the maximum
Wait 5-7 days between emails
Keep follow-ups shorter than the original pitch
Make it easy to say no (reduces friction)

Broken Link Building Templates#

Broken Link Notification#

Use when: You've found a broken link and have replacement content

Subject Line Options:

Quick heads up: broken link on [Page Title]
Found an issue on [Their Site]
Broken link on your [Topic] resource page

Template:

Hi [Name],

Was going through your [resource page/article title] and noticed one
of the links isn't working anymore:

The link to [Original Site/Page Name] on your page:
[URL of their page]

Points to: [broken URL]
Which now shows: [404/domain expired/redirect to unrelated site]

I actually have a similar resource that covers [topic] if you're
looking for a replacement: [Your URL]

Either way, wanted to give you a heads up about the broken link.

[Your name]

Customization Tips:

Be specific about the broken link (shows you actually found it)
Mention your resource casually, not as the primary purpose
Offering a replacement is optional—sometimes just helping is enough to start a relationship

Multiple Broken Links (Resource Page)#

Use when: You've found several broken links on a single page

Hi [Name],

I was going through your [Topic] resources page and found a few links
that seem to be broken:

1. [Description/Anchor text] → [Broken URL] (404 error)
2. [Description/Anchor text] → [Broken URL] (domain expired)
3. [Description/Anchor text] → [Broken URL] (redirects elsewhere)

For #[X], I have a resource that covers similar ground: [Your URL]

Just wanted to flag these—I know how frustrating dead links can be
for readers.

[Your name]

Resource Page Outreach Templates#

Resource Page Inclusion Request#

Use when: Pitching to curated resource pages

Subject Line Options:

Resource suggestion for your [Topic] page
[Your Resource Name] for your recommended list
Quick suggestion

Template:

Hi [Name],

Found your [Topic] resource page while researching [related topic]—
great collection of tools/guides.

I recently published [Resource Name], which [one sentence explaining
what it does and why it's valuable].

Key things it covers:
• [Feature/Topic 1]
• [Feature/Topic 2]
• [Feature/Topic 3]

Here's the link: [URL]

If you think it'd be useful for your readers alongside the other
resources on the page, I'd be honored to be included.

[Your name]

Customization Tips:

Only pitch if your resource genuinely fits the page
Explain what makes your resource unique or valuable
Don't pitch to pages that haven't been updated recently

Unlinked Mention Templates#

Converting Unlinked Brand Mentions#

Use when: Your brand is mentioned but not linked

Subject Line Options:

Thanks for the mention!
Quick favor regarding your [Article Title]
Following up on your [Brand Name] mention

Template:

Hi [Name],

Thanks for mentioning [Brand Name] in your article [Article Title]—
really appreciate the kind words about [specific thing they mentioned].

Quick favor: would you mind adding a link to our site where you
mentioned us? It would help readers find us more easily.

Here's the mention for reference:
"[Quote the exact mention from their article]"

And our URL: [Homepage or relevant page]

Either way, thanks again for including us!

[Your name]

Why This Works:

Starts with gratitude (not a demand)
Specific reference shows you read their content
Simple, clear request
No pressure or guilt

Converting Unlinked Product Mentions#

Use when: Your product is mentioned without a link

Hi [Name],

Came across your [Article Type] on [Topic] and saw you mentioned
[Product Name]. Thanks for including us in the comparison!

If you wouldn't mind, could you add a link so readers can check it
out? Here's the most relevant page: [URL]

Happy to answer any questions about the product if helpful for
future content.

[Your name]

Digital PR and Journalist Outreach Templates#

Data/Research Pitch to Journalists#

Use when: Pitching original research to media contacts

Subject Line Options:

New data: [Surprising finding in 8 words or less]
Research: [Topic] shows [key finding]
Exclusive: [Your company] study on [topic]

Template:

Hi [Name],

Given your coverage of [their beat], thought you'd find this relevant:

We just completed a [study type] of [sample size/source] on [topic].

Key findings:
• [Most surprising/newsworthy finding]
• [Second most interesting finding]
• [Third finding with broad appeal]

[One sentence about why this matters to their audience]

Full data, methodology, and graphics available. Happy to discuss
findings or provide expert commentary.

[Your name]
[Your title and credentials]

HARO/Expert Query Response#

Use when: Responding to journalist queries on HARO, Connectively, etc.

Structure:

[Direct answer to their question - 2-3 sentences]

[Supporting example or data point - 1-2 sentences]

[Quotable conclusion they can use directly]

---

Bio:
[Name], [Title] at [Company]
• [Relevant credential #1]
• [Relevant credential #2]
[LinkedIn URL]

Available for follow-up via email or phone: [contact details]

HARO Response Tips:

Respond within hours (speed matters)
Lead with the answer (journalists are busy)
Be quotable (give them words they can use)
Include credentials (establish authority)

Link Reclamation Templates#

Recovering Lost Links#

Use when: A previously active link has been removed

Hi [Name],

I noticed that a link to our site was recently removed from your
article [Article Title]:

Page: [Their URL]
Previously linked to: [Your URL]

I wanted to check if this was intentional or perhaps happened during
a site update. Our [page/resource] is still active and I believe it
adds value for your readers.

If there's a reason it was removed, I'd love to understand what we
could improve. If it was accidental, I'd really appreciate if you
could restore the link.

Thanks for your time,
[Your name]

Recovering Redirected Links#

Use when: A link points to an old URL that's now redirected

Hi [Name],

Quick request regarding your article [Article Title].

There's a link pointing to an old URL on our site:
[Old URL]

This now redirects to: [New URL]

Would you mind updating the link to point directly to the new URL?
This would improve the experience for your readers and help us keep
our link profile clean.

The new URL has [same/better] content plus [any improvements].

Thanks!
[Your name]

Skyscraper Technique Templates#

Skyscraper Outreach#

Use when: You've created better content than what's currently linked

Hi [Name],

I noticed you linked to [Original Article Title] in your post on
[Their Article Topic].

We recently published an updated take on the same topic: [Your Article Title]

It includes:
• [What makes yours better/more current #1]
• [Improvement #2]
• [Improvement #3]

Here's the link: [Your URL]

If you think your readers would benefit from the updated version,
I'd be grateful for the link update. Either way, keep up the great
work on [their site].

[Your name]

Skyscraper Reality Check: This approach has become oversaturated. Only use when your content is genuinely significantly better—not just longer or more recent.

Follow-Up Framework#

General Follow-Up Sequence#

Day 0: Send initial outreach Day 5-7: First follow-up

Hi [Name],

Following up on my email from [day]. I know you're busy—just wanted
to bump this in case it got buried.

[One sentence reminder of your request/offer]

Let me know if you have any questions.

[Your name]

Day 12-14: Final follow-up (optional)

Hi [Name],

Last follow-up on this—totally understand if it's not a fit or the
timing isn't right.

If circumstances change, the offer stands. Otherwise, no worries at
all and thanks for your time.

[Your name]

Follow-Up Rules#

Never send more than 2 follow-ups (3 emails total)
Space emails 5-7 days apart
Keep follow-ups shorter than originals
Make it easy to say no (reduces awkwardness)
Track responses (to avoid re-pitching the same person)

| Type | Example | |------|---------| | Specific | "Guest post: 5 ways to improve email deliverability" | | Question | "Quick question about your resources page" | | Personalized | "Loved your piece on [topic]" | | Value-first | "Resource for your [topic] article" | | Simple | "Following up" |

What Doesn't Work#

ALL CAPS or excessive punctuation!!!
Clickbait that doesn't match content
"Partnership opportunity" (screams spam)
Generic "Hello" or "Hi there"
Overly long subject lines

Subject Line Formulas#

Guest posts: "Guest post idea: [Topic]"
Broken links: "Quick heads up: broken link on [Page]"
Resource pages: "Resource suggestion for your [Topic] list"
Unlinked mentions: "Thanks for the mention!"
Follow-ups: "Re: [Original subject]" or "Following up"

Template Tracking Spreadsheet#

Track outreach effectiveness with these columns:

| Column | Purpose | |--------|---------| | Recipient | Who you contacted | | Email | Contact email | | Site | Their website | | Template Used | Which template/approach | | Date Sent | When initial email sent | | Follow-up 1 | Date of first follow-up | | Follow-up 2 | Date of second follow-up | | Response | Y/N and date | | Outcome | Link earned, rejected, no response | | Notes | What worked/didn't work |

Review monthly to identify:

Which templates perform best
Which sites are most responsive
Optimal follow-up timing
Patterns in successful outreach

Choose the right template for your outreach type
Customize genuinely with specific references
A/B test variations to find what works in your niche
Track results to continuously improve
Iterate based on what gets responses

Templates are frameworks, not final products. The SEOs getting the best response rates are those who use templates as starting points while adding genuine personalization and value.

For strategic guidance on when to use each approach, explore our guides on effective link building tactics and link building strategies.

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