Influencer outreach is a make-or-break step in your efforts towards content marketing. Studies have shown that up to 56% of successful influencer campaigns’ ROI comes from email marketing. But email marketing is also a tricky game to play what with the influx of a hundred mails a minute. How do you stand out as a brand and attract your influencers?
How do you use email marketing to dramatically increase your influencer response rate?
Personalise your communication with the influencer
Address your influencer straight up - directly, using their name. A ‘Dear Joan’ or ‘Hi, John!’ works way better than the confusion of adding prefixes or surnames - the more the variables, the more the chances of messing up. And a first impression will end up as the last ever impression, if communication does not go forward!
Tell the influencer who you are
To avoid being mistaken for spam, back up your email with information about who you are and what brand you represent. Write to the influencers from an email domain that incorporates elements of the personal as well as the professional. An email from ‘Richa, CEO - YourDOST” is an example of good email marketing, and is less likely to get filtered as spam!
You should ideally also have links to the brand website and social media handles for the influencer to check out, as well as samples of previous influencer campaigns that you have worked on. It helps potential influencers gain a feel of your brand.
Let the influencer know why you need them
Let your influencer know why they are important to your brand and to your campaign. What about them or their work makes you believe they are the perfect for? Tell them in the first paragraph of your email itself. Give influencers no reason to hit delete and move on!
Describe the influencer campaign in detail
Don’t be vague about the requirements of the influencer campaign. What is it that you really need the influencer to do? 3 Instagram posts, 1 live video and a series of tweets? Would the influencer have to go to a specific location or use a certain prop in their photos? Let them know in the second paragraph of your email.
Here’s a good example of a campaign brief sent to an influencer:
Hope you're doing well!
As discussed with you, Vivo is launching a new Mobile Handset soon and wants to promote the same. The handset will be sent to you. The Mobile Handset is to be returned back once the images are confirmed.
It will be great if you could click 5-6 images so that client can choose the best 2 and confirm about the same. Images will be confirmed from the client side before you go live with them. The deliverables are as follows:
- 2 Instagram posts
- Note: The branding of the handset should be visible enough. The Images could be like a flat lay image wherein Handset is laid with Food essentials,
or A picture clicked while you were using the phone,
or any creative concept you can come up with the Food in the picture.
The Commercial decided for 2 Instagram posts is $abc.
Do share your complete Residential address so that we can send you the Handset ASAP.”
Respond in time to your influencers
When your influencer shows interest in being a part of your campaign but has not yet committed, get back to them ASAP. Fill in the blanks, put their doubts to bed and be clear with your explanation of the campaign brief.
Keep templates ready that describe your influencer campaign better
To be responsive, draft email templates and keep them ready so you can access it at the click of a finger. When influencers respond to the campaign request, promptly reply to seal the association! Do not waste time thinking of how to respond. Instead, have a series of personal, customised email templates ready with the information the influencer needs, to say yes.
And that’s it. When communicating with influencers, remember they lead busy lifestyles and work selectively with brands. Keep your communication crisp but informative. Clear out expectations. Remind your influencers of all the ways they will be rewarded if they are part of this campaign. And then sit back and wait while the responses come pouring in!