Influencer marketing is the best thing to happen to brands since social media. And the stats don’t lie:
Influencers have over 22 times more conversations about product recommendations than your average consumer.
82% of consumers said they’re very likely to follow an influencer’s suggestions.
For every $1 spent on influencer marketing, you earn $23 back.
There are so many reasons to invest in influencer marketing. But what do you do when it’s time to pull the trigger?
After locating the influencer of your dreams, it’s time to put on your bravest face and get in touch with them.
But these outreach emails are fraught with social anxiety.
“Will they ignore me?”
“Will the influencer demand weird terms?”
“Will they talk crap about my product?”
If you’re nervous about influencer outreach, take a deep breath.
With the right knowledge on your side, you’ll ace influencer outreach and finally get some much-needed ROI.
3 components of a great influencer collaboration email
Picture it: you’ve found the perfect influencer. You sit down at your laptop to write the email and …
You have no clue what to say.
If influencer marketing’s got your tongue, make sure your email has these 4 components to get the juices flowing.
1 - Subject line
35% of email recipients open emails solely based on the subject lines. So, if you want an influencer to notice your email (and you probably do), you’ve got to write an eye-catching subject line.
Pique the influencer’s interest by including their name in the subject line. This personalizes the message and grabs their attention.
Something like, “Melanie, we’d love to work together” or “Your followers will love this product, Melanie” will get an influencer's attention.
Emojis can increase email open rates, too, so throw in a few thoughtful emojis to get more eyeballs on your emails.
Don’t be afraid to get quirky or funny here—subject lines are supposed to be cool! Here are some of our faves.
2 - Friendly greeting
Start the body of your email with a friendly greeting, the influencer’s name, and a short introduction.
A quick, “Hi Melanie” at the beginning of your email works like a charm.
Keep your introduction super short. The bulk of your email should detail the influencer partnership itself.
Your introduction should read like, “I’m Todd, the brand strategist at Beauty-R-Us.”
3 - Helpful content
The body of the email should include the juicy deets of your campaign.
Use this formula to write an effective influencer collab email:
What you’re offering. Money? Samples? Commission? Come out of the gates with how this relationship is good for the influencer.
Give context. Why is this a smart partnership? Mention specific posts that show this.
The campaign deets. This should include important dates, your goals, and what you need out of the campaign.
This sounds like a lot, but we’re living in a tl;dr kind of world. Keep your email less than 100 words or nobody will read it.
Don’t make a faux pas—5 collab email best practices
Okay, so you’ve drafted your email. But you’re not sure if it’s 100% yet.
If you’re feeling less-than-sure, put your influencer collaboration email through these 5 best practices before you tap “send.”
1 - Have a goal
Don’t fire off collaboration emails all willy-nilly.
What do you need from this collab? Reach, engagement, or sales?
How do you want this collaboration to work? Do you need user-generated content, reviews, or something else entirely?
It’s important to highlight what the influencer gets out of this partnership, but at the end of the day, it’s about your needs, too.
Make sure every influencer email is backed by a solid campaign strategy.
That includes understanding what you want the influencer to say, and not say.
Otherwise, you’re putting your marketing budget at risk.
2 - Work with the right influencer
Do your research before contacting an influencer. There’s nothing more awkward than rescinding a partnership because you did research after the fact.
Influencers need to have:
Relevance. Don’t try selling carpet cleaners through someone like Selena Gomez. Her followers don’t care! Get in front of followers who need your product.
Enough followers. “Enough” is a hard number to pin down. Influencers need, at a minimum, 2,000 followers to be worth your while.
Some experience. You don’t want to work with a totally green influencer. Try partnering with people who know what they’re doing to spare yourself the headaches.
If an influencer doesn’t meet your criteria, move on. There are plenty of fish in the sea.
3 - Don’t use a standard template
Please, oh please, don’t borrow an influencer collaboration email from the internet. Everybody else is using them, so guess what?
Influencers know when you’re being lazy and copying other people’s emails. It ain’t a good look.
Resist the temptation to use templates. It’s okay to use a formula, like the one we listed here, but you’ll stand out if you speak from the heart.
Here’s the truth: personalized emails get more results. If you want an influencer to hear you, write each email fresh, customized specifically for that influencer.
4 - Speak their language
If you want to sell more stuff in Poland and reach out to Polish influencers, you better write that email in Polish.
You might need to spend a little money translating an email, but this shows the influencer you put thought into the message.
No matter what language you’re speaking in, use jargon or slang. Have fun!
You’re probably reaching out to a young, hip influencer. A formal-sounding letter will put them off immediately.
Oh, and we shouldn’t have to say this, but please: proofread your stuff.
Get their name right, spell words correctly, and use proper grammar. When in doubt, download Grammarly proofread your emails for free.
5 - Follow up
You’ve put a lot of love into writing this email.
And guess what?
The influencer probably won’t read it. At least at first.
These folks are busy, and you’ll need to fight to get their attention.
Don’t feel disheartened if an influencer doesn’t reply to your collaboration email within 24 hours.
Consider following up with:
Another email, at least 3-7 days after your first email
But don’t turn into an online stalker. Be reasonable.
If you don’t hear from them after a while, they’re not interested. That’s your cue to move on to another influencer on your list.
The bottom line
Influencer marketing takes a lot of effort, but it’s worth it. Instead of using a bland, templated email to contact your potential influencers, write it yourself.
Of course, this can still take a ton of time.
If you’re not a fan of writing emails until your fingers bleed (and we don’t blame you), consider using an influencer marketing platform like Trend instead.
We match you with a shortlist of qualified, experienced influencers who reach out to you. Instead of fishing for leads, get them in your inbox and have your pick of the litter.
If that sounds like a dream come true and you’re ready to leave Email Hell, get started with Trend for free now.