Beginning a relationship with an influencer is an exciting step, and it requires tact and finesse. After doing all the work to find the right influencer, a good outreach pitch can help set up a partnership. A bad one, however, can leave the relationship dead on arrival.
In general, you should follow standard email etiquette when reaching out to an influencer for the first time. It’s vital for an outreach email to treat an influencer as a person whose time is valuable – be respectful, sincere, and concise.
Your email should do three things: show you are familiar with their content, provide a clear purpose and value proposition, and offer action steps. You want to show the influencer that you’ve done your homework and respect their capabilities.
Bear in mind that you are likely not the first or last company to reach out, so while you want to be taken seriously, you also want to be memorable. With a friendly introduction and a meaningful, actionable request, your outreach should go smoothly.
If you need some inspiration, or are curious about the various forms of outreach you might encounter, below are five email templates for initiating a conversation with influencers.
1) Sponsored content email template
Sponsored content is one of the most common forms of influencer marketing. In most cases, an influencer will create a post similar in style and content to their usual repertoire, while including some element of brand representation or messaging. Sponsored content can boost the favorability of a brand for new and returning customers, and is an incredibly valuable tool for word of mouth marketing.
Whether it’s a recipe featuring a sponsored ingredient, an in-depth product review, or simply a standard post featuring a product in the background, sponsored content can take on a variety of forms. This template should help you start the relationship.
I hope this email finds you well. My name is [Name] from [Company Name]. I recently came across this [blog/post/tweet], and love your work because [reason].
We’re actively looking for an ambassador that can speak to [X], creates content like [Y], and is passionate about [Z]. We think you’d make a great partner for our brand, and would love to work with you. Would you be interested in writing a sponsored post for your [blog/social media] about [topic]?
If you’re interested, I’d love to jump on the phone for a quick chat to talk through the details. Please let me know if you’re open to such a partnership.
Looking forward to hearing from you soon.
2) Affiliate/brand ambassador programs email template
Including influencers in affiliate programs is a great way to drive sales, earn conversions, and gain brand recognition. In a study by Olapic, half of respondents from the US and UK said they’ve considered a purchase after seeing an influencer post about a relevant product or service.
Influencers who act as affiliates or brand ambassadors can advertise products to an audience that is already interested in their content, while earning a cut for their efforts. Whether they feature a product in a post, put a link in their bio or story, or even review a product on their blog, using influencers is a great way to drive sales.
I’m [Name] from [Company]. We love what you’re doing on your [Instagram/blog/etc.], and would love for you to represent our brand.
You’d receive some free merchandise from us, in exchange for a review on your Instagram in a way that fits your style. As an added bonus, we can offer a discount code for your followers and a percentage of each sale you personally drive.
If this interests you, or you’d like to find out more, please let me know.
Looking forward to your response.
3)Content creation/collaboration email template
Influencer marketing is a two-way street. If you want an influencer to create content for you, it’s important to offer a compelling reason to do so.
This kind of relationship can take several forms, including:
- contracting an influencer to create content for redistribution on a brand’s owned channels
- sponsoring and directing content to be published on an influencer’s social media
- having an influencer “create” prescribed and pre-written content using branded language and imagery
This template can clarify the type of relationship you may be seeking without giving too much away.
I’m reaching out on behalf of [Company], a [brief description of company offering].
We loved your [blog/Instagram post/tweet] – in fact, we talked about it last week during one of our meetings. We think your style and voice complements our brand’s vision, and would love to collaborate with you on some branded content.
If this interests you, or you would like more information, please let me know..
Looking forward to your reply.
4) Events and experiential participation email template
Inviting an influencer to an event can help boost visibility and drive buzz around your brand. Leveraging influencers to promote your event and create content in real time can improve turnout and expand the impact of the event.
First and foremost, you need to establish the value of the event. Whether that’s networking, exposure, or free stuff, make it clear why they should attend, and the value it will bring to their audience. Discount codes, (more) free stuff, or comped access or travel can ensure success.
[Your Brand] is hosting our annual conference at [Venue, Location] on [Date]. This event is intended to [purpose of the event, e.g. “discuss our latest innovations,” “provide networking opportunities,” or “celebrate our success”]. Highlights include [agenda highlights, e.g. a popular speaker, exclusive opportunity, or fun activity].
We’re reaching out to offer you a free pass to our conference. We find that your content closely relates to our industry, and thought you would enjoy attending this event. All we ask in return is that you write a post on your [blog/Instagram/etc.] to spread the word and share what you enjoyed about the event.
If you’re interested, I’d love to jump on the phone for a quick chat to talk through the details.
Looking forward to hearing from you.
5) The follow-up email template
Many of us leverage influencers to cut through the noise of social media. Well, imagine how much noise is in their inbox. Following up with a succinct email is a good way to check if an influencer received your message without being too intrusive. Use this template to ensure an outreach email is accounted for, whether it’s a rejection or just a missed connection.
I sent you an email a few days ago regarding our potential partnership for [your campaign details]. We love your content and think partnering would be mutually beneficial.
I’m following up because I think you’d enjoy working with us because [valuable reasons]. If this interests you, we’d love to talk more about how we can best work together.
Let us know if you’re interested at your earliest convenience.
Looking forward to hearing from you.
Instead of a follow up email, it might be worth reaching out on the platform the influencer uses to attract their attention. A friendly direct message can achieve the same effect as a follow up email.
The key is to not harass or pester influencers when you follow up, and never act vindictive in the case of rejection. Influencers of any size are likely swamped with requests and opportunities. Respecting their integrity as content producers is vital to starting a meaningful relationship – it’s always best to think of influencers as people first.
These five templates are a good starting point for common influencer introductions. Personalize them as much as possible – the more personal the more likely they will succeed.