These are the components I strive to include:
Honesty— I make sure to express honesty. Saying something nice about another person’s work is the polite thing to do and if I can’t think of anything honest to say, then I really shouldn’t be pitching that particular blogger anyway.
Purpose— I try to state my purpose in one sentence pretty early on. No superlatives here — I try to keep it plain and descriptive.
Incentive—What’s in it for the blogger?This is the most crucial part, but strangely also the most often forgotten one. I make sure to be clear about the details here.
Recognition— There’s a reason why I’m contacting the blogger, we both know that. Therefore I think it’s important that I, who initiated the contact, also acknowledges the blogger.
Call-To-Action — Many try to “soft sell”, hoping that the blogger will know what to do without it being stated clearly. As if that would make the pitch less “salesy”? No, I try to be clear about what I’m asking.