Personalize Link Requests

The subject line of a link request email should be framed in the motivated self-interest of the recipient, such as "A new study that supports your position on the minimum wage."

Once opened, your link request email should:

refer to the recipient by name
praise his website, with apparent sincerity
explain why a link to your content would be in the best interests of the recipient's end-users
suggest where to place the link to your content, and how to describe it (remember to use keyphrases in the proposed text link and description of your website.)

Link Request Example

Consider this actual link request sent to my personal email address, in my role as Executive Director of Charity Guide:

Dear Charity Guide Staff,

I've reviewed your website and found that you offer many wonderful resources for people interested in volunteering abroad. People who visit your site might also be interested in learning more about Cross-Cultural Solutions. Would you be interested in adding a link to our website on the New Ideas section of your Volunteer Vacation webpage? http://charityguide.org/volunteer/vacations.htm

Cross-Cultural Solutions is a recognized leader in the field of international volunteering. Founded in 1995, we are an international not-for-profit organization with no political or religious affiliations.

CCS has a worldwide staff of over 200 people, and operates in 10 countries, with administrative offices also located in the United States and United Kingdom. We are in Special Consultative Status with the United Nations, and have been profiled in more than 500 news outlets.

Cross-Cultural Solutions volunteers make a meaningful contribution to the community by working side-by-side with local people, while gaining a new perspective and insight into the culture and themselves. The volunteer work is with carefully selected Partner Programs, all of which are dynamic and inspiring community-led initiatives. These include orphanages and childcare centers, schools, health clinics and hospitals, homes for the elderly, centers for people with disabilities, and other community organizations. Volunteers enjoy the flexibility of choosing from 10 countries, start dates year-round and programs from 1-12 weeks long. CCS offers international volunteer and intern programs in Brazil, China, Costa Rica, Ghana, Guatemala, India, Peru, Russia, Tanzania, and Thailand.

Please let me know if linking to our site is something you would be interested in doing. If necessary, I'd be happy to provide brief copy for you as well.

You can also visit our website at www.crossculturalsolutions.org for more information about us. I look forward to hearing from you soon and thank you for your assistance!

I've intentionally left out the signature line, but the letter appeared to have been sent by a junior staff member.

Compared to most of the link requests I receive, the Cross Cultural Solutions example is well above average. Their link request email does several things well, such as:

praising my website, with apparent sincerity
stating the link request early in the letter
specifying the preferred page and location for their link
clarifying their preferred link location, by indicating the URL
providing evidence that Cross-Cultural Solutions would be worthy of a referral link
putting the onus on me to respond

However, the link request email would have been even more persuasive if Cross-Cultural Solutions had:

substituted "Charity Guide Staff" with "Michael" (my first name)
substituted "your website" and "your site" with "CharityGuide.org"
suggested text to use for the link (e.g., volunteer vacations or volunteer abroad) accompanied by a suggested, keyphrase-rich description
made the email appear to have been sent by someone near my career level (Executive Director) or more senior (Chairman)

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