It helps to show you admire the journalist’s previous work.
Don’t be gushy but show you know they write about stories like yours.
Personalizing your pitch like this is how the pros do it because it’s the opposite of SPAM EMAIL.
No journalist will take a pitch seriously if they think it has been sent to another 300 journalists – they want to be the first to tell your story, not the last.
Additionally linking your story to a previous article the journalist has written recently gives them the idea for a ‘follow-up’ to their original piece – something they are ALWAYS looking to do.