""You have to put yourself in the brand's shoes," says Maren Hamilton, Senior Director of Marketing & Growth at Popfly. When she was the Head of Social at The North Face, she was getting hundreds of cold pitch emails a week and notes that most were generic, misaligned and clearly written by AI with no real understanding of the brand."
""I respect the hustle, but there's a limit to human capacity," notes Hamilton, "I couldn't read them all, let alone respond to each one.""
The effectiveness of cold pitch emails in influencer marketing is declining as brands receive an overwhelming number of generic pitches. Many creators focus on sending high volumes of emails, sacrificing personalization. This results in pitches that blend together, making it difficult for brands to engage with them. Industry professionals note that most pitches lack genuine understanding of the brand, leading to a disconnect. As a result, brands struggle to manage the influx of emails, limiting their ability to respond meaningfully.
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