Backlink Outreach Email Templates
Get quality backlinks with these proven outreach email templates. Covers guest posting, broken link building, resource page outreach, and HARO responses.
Backlink Outreach Email Templates
Links from other websites are the most powerful ranking signal in Google's algorithm. But most link building outreach fails — not because the content isn't worth linking to, but because the emails are terrible. Too long, too generic, too obviously templated, or too focused on what the sender wants rather than what value there is for the recipient.
This guide gives you battle-tested outreach templates for the six most effective link building tactics, with notes on why each template works and how to customize it.
The Fundamentals of Outreach That Gets Replies
Before the templates: the psychology of good outreach.
Make it about them, not you. The most common outreach mistake is spending 80% of the email talking about your content and 20% on why they should link to it. Flip this: lead with something specific about them, and make the value to them obvious.
Be specific and genuine. Generic compliments ("I've been a big fan of your blog") are worse than no compliment. Mention a specific post, data point, or perspective from their site. This proves you read them and breaks through the "obvious template" pattern recognition.
Keep it short. Your outreach emails should be 75-150 words maximum. Long emails signal that you're desperate or don't respect the recipient's time. Get to the point fast.
Have a real reason. "Here's a guide I wrote, please link to it" is not a reason. "Your article on X mentions Y, and my research actually found the opposite" or "You link to [outdated resource] — here's an updated version" are reasons.
One ask per email. Don't ask for a link, a social share, and a newsletter mention in the same email. Pick one ask and make it clearly.
Template 1: The Broken Link Replacement
When to use: You find a broken external link on someone's page that your content can replace.
Why it works: You're offering them something useful (fixing a broken link) before asking for anything. The ask is small and immediate — just swap one URL for another.
Finding broken links: Use Check My Links (Chrome extension), Screaming Frog, or Ahrefs Site Explorer → Broken Backlinks.
Subject: Broken link on [their page name]
Hi [First Name],
Quick note — I was reading your [article name] and noticed the link to [anchor text] is broken (404).
I recently published an updated guide on [same topic] that covers [one specific thing theirs didn't]: [your URL]
Might be a good replacement if you're updating that section.
Either way, great piece — the part about [specific thing you liked] was useful.
[Your Name]
Personalization notes:
- Don't start with "I hope this email finds you well"
- Actually mention the specific broken link you found
- Keep the compliment specific and genuine
- Don't oversell your replacement — let the quality speak
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From strategy to drafting to publishing — stop doing it manually.
Template 2: Resource Page Outreach
When to use: You find a page that curates links/resources on your topic ("Best Content Marketing Resources") and your guide isn't included.
Why it works: Resource pages exist specifically to collect and share useful content — they're actively looking for additions.
Finding resource pages: Search Google for: "content marketing" + "resources" + inurl:resources or "content marketing" intitle:"useful links"
Subject: Addition for your [topic] resources list?
Hi [First Name],
Found your [Resource Page Name] while researching [topic] — it's one of the better curated lists I've come across.
I noticed you don't have anything on [specific subtopic]. I recently published [your article name], which covers [one specific angle theirs is missing]: [your URL]
Would it fit with what you're building there?
[Your Name]
Notes:
- Lead with a genuine observation about their list
- Identify a gap — don't just say "here's my thing, add it"
- One specific angle/differentiator, not a list of reasons your article is great
Template 3: The "You Mentioned [Topic], Here's More Depth"
When to use: Someone published an article that briefly mentions a topic you've covered in depth. Their article would be stronger if it linked to yours as "further reading."
Why it works: You're helping their article be better. You're not asking them to add an unprompted link — you're suggesting a natural addition to content they already wrote.
Subject: Re: your piece on [their article topic]
Hi [First Name],
Just read your piece on [article title] — [one specific genuine observation about the content].
You mention [specific concept they covered briefly] in the [section name] section. We just published a deep dive on exactly that: [your URL]
It covers [specific angle that goes deeper than their piece]. Might be a useful link for readers who want to go further.
[Your Name]
Notes:
- Reference the specific section where your link would fit
- "Might be useful" is less pushy than "please link to this"
- Don't send this for every article you write — only when the fit is genuinely strong
Template 4: The Data / Research Pitch
When to use: You've published original research, a survey, or a data report that journalists, bloggers, and industry sites would want to cite.
Why it works: Data earns links because it gives writers a citable source. A survey of 500 content marketers or an analysis of 10,000 blog posts is inherently link-worthy.
Best for: Journalists at industry publications, bloggers who write data-heavy roundups, newsletter curators.
Subject: Data on [topic] for your next piece?
Hi [First Name],
I'm a reader of [publication/newsletter] — the [specific recent piece] was excellent.
We just published research on [topic] — surveyed [N=X] [audience] and found [one surprising/counterintuitive finding]: [your URL]
Figured it might be useful for your next piece on [related topic area]. Happy to share the raw data if it would help.
[Your Name] [Title, Company]
For journalists specifically:
Subject: Data point for your coverage on [topic]?
Hi [First Name],
I write on [topic] at [Company] and follow your coverage on [topic area] closely.
We surveyed 200 startup founders on content marketing spending and found [specific counterintuitive data point].
Might be useful context for a story. Full report here: [URL]
Happy to share the raw data or offer a quote if helpful.
[Your Name] [Title, Company] [Phone/preferred contact]
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Template 5: The "Skyscraper" Outreach
When to use: You've identified a piece of content that has many backlinks (find in Ahrefs → Top Content) and published something better or more current. Now you're reaching out to people who linked to the original.
Why it works: These are proven linkers — they've already demonstrated willingness to link to content on this topic. You're offering them an upgrade.
Finding prospects: In Ahrefs → Backlink Explorer → enter the URL of the original content → export referring domains.
Subject: Updated version of [original article title] you linked to
Hi [First Name],
Noticed you linked to [original article] in your piece on [their article title].
That article hasn't been updated since [year] and some of the data has changed. We published an updated version: [your URL]
It covers [2 specific things the original doesn't]:
- [New thing 1]
- [New thing 2]
Might be worth a link swap if you're updating that piece.
[Your Name]
Notes:
- Reference the specific page where they linked to the original
- Acknowledge that the original is good — you're offering an upgrade, not a replacement
- Specific improvements matter; don't just say "more complete"
Template 6: Expert Contribution / Quote Outreach
When to use: You want a link from an expert or publication in exchange for contributing a quote or insight to an article they're working on.
Also works as: "I'm writing an article on [topic] and would love your take" — which can lead to their sharing your published piece.
Subject: Quick question for a piece I'm writing
Hi [First Name],
I'm writing a guide on [topic] for [your company blog] and I'd love to include a brief perspective from you.
Specifically: [your very specific question — 1 sentence]
If you're up for it, a sentence or two would be perfect. Happy to link to [their site/article/project].
[Your Name]
For requesting a quote from an industry expert:
Subject: Contribution for [article title]?
Hi [First Name],
I've followed your work on [specific topic] for a while — [their specific piece/project] shaped how I think about [concept].
I'm writing [your article title] for [publication/blog]. Would you be up for sharing a quick take on [specific question]?
It would be attributed to you with a link to [their site/relevant project].
[Your Name]
Outreach Process and Tracking
Finding Prospects at Scale
| Tactic | Search Query | Tool |
|---|---|---|
| Broken links | Backlink profiles of competitors | Ahrefs, Screaming Frog |
| Resource pages | [keyword] inurl:resources | |
| Content mentioners | Content similar to yours | Ahrefs Content Explorer |
| Data opportunity | Industry journalists on topic | Hunter.io + Twitter |
| Skyscraper | Top linked content in your niche | Ahrefs Top Content |
Email Finding
| Tool | Best For | Cost |
|---|---|---|
| Hunter.io | Finding professional emails | Free tier / $49/month |
| Apollo.io | B2B contact data | Free tier / $49/month |
| RocketReach | Email + LinkedIn | $39/month |
| Direct message (no email needed) | Free / Sales Nav | |
| Twitter/X DM | Tech/media contacts | Free |
Outreach Tracker
| Prospect | URL Where Link Would Go | Outreach Type | Contact | Email Sent | Reply | Result | Notes |
|---|---|---|---|---|---|---|---|
| Broken link | Link added / No | ||||||
| Resource page |
Tracking Metrics
| Metric | Target |
|---|---|
| Emails sent/week | 10-30 (quality > volume) |
| Reply rate | 10-25% |
| Link acquisition rate | 3-10% of emails sent |
| Links per campaign | 5-20 per campaign |
Follow-Up Schedule
Send one (and only one) follow-up if you haven't heard back after 5-7 business days.
Follow-up template:
Subject: Re: [original subject line]
Hi [First Name],
Just wanted to make sure my previous message didn't get buried.
[One sentence restating the offer/value]
Happy to answer any questions: [URL]
[Your Name]
Never send more than one follow-up. More than that is spam, and it damages your reputation in the small worlds of most niches.
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Link Building Red Flags to Avoid
Never:
- Offer to pay for links (violates Google guidelines)
- Participate in link exchanges ("link to me and I'll link to you")
- Submit to low-quality directories or link farms
- Send the exact same template to hundreds of people (they can tell)
- Use spintext or badly localized versions of templates
Be cautious with:
- Reciprocal links (occasional is fine; systematic exchange is a red flag)
- Guest post networks (Google has specifically penalized these)
- Links from sites with no relevance to your topic
How Averi Supports Link Building
Averi's content creation workflow helps you produce content that earns links naturally — original research, comprehensive guides, and unique frameworks that journalists, bloggers, and industry sites want to cite. The Library shows you which pieces are earning links so you know what content types to invest in more. Your most-linked content tells you exactly where your link-building outreach effort should focus.
Further Reading
Frequently Asked Questions
What response rate should I expect from cold outreach?
A 10-20% reply rate is realistic for personalized, targeted outreach. Mass-templated outreach typically gets 2-5%. A 5-10% link acquisition rate from all emails sent is considered strong. If you're below 5% replies, the issue is usually targeting (wrong prospects) or personalization (too generic).
How many links do I need to rank?
It depends entirely on your target keyword's competition. For low-competition keywords (KD 10-20), a handful of quality links from relevant sites can be enough. For competitive keywords (KD 50+), you may need dozens of high-DR links. Use Ahrefs' "Link Intersect" tool to see how many referring domains the top 3 ranking pages have — that's your benchmark.
Is guest posting still effective for link building?
For SEO link value, it's diminished since Google's 2024 updates targeting "scaled content abuse." For brand building, audience reach, and referral traffic, guest posts on relevant publications are still valuable. Focus on high-quality publications in your niche, write genuinely useful content, and don't use guest posts as a pure link vehicle.
Should I use a link building agency?
Only if you can verify their tactics are white-hat. Ask specifically: "Do you create original content for target sites? How do you find link prospects? Do you pay for any links?" Bad link building (PBNs, link farms, paid links) can result in Google penalties that take months to recover from.
What's the best type of content for earning backlinks naturally?
Original data and research earns the most links with the least outreach. Tools and calculators that people actually use earn consistent passive links. Comprehensive guides on specific topics that don't have a good existing resource earn links over time. "X statistics about Y" roundups earn links from anyone writing about Y. Any of these formats combined with proactive outreach will outperform generic blog posts.
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