How To Integrate Influencer Marketing With Email Marketing

Influencer email marketing

Influencer email marketing is gaining widespread recognition, more and more brands are leaning towards the practice. Businesses are also enjoying much success by collaborating with the right social media personalities within their niche - all thanks to a top Influencer marketing agency like Grynow.

Now, the next challenge is to find novel ways to utilize the effectiveness of Influencers on marketing mediums besides social network platforms. One such medium is email. Fundamentally, email and influencer marketing has distinct characteristics. But that does not mean you can't use them in cohesion. Combining their unique features can help you generate more brand awareness and interest for your product/services among your target consumers. This article looks at email marketing and how a brand can use Influencer to take their promotional efforts to the next level.

Types Of Emails Used For Influencer Email Marketing Strategy

1. Special Announcement

Special announcements happen when your brand achieves a key milestone. For our sake let's say your company is launching a new product. You can send an email to let your target customers know about the same. Using influencer email marketing to make big announcements is an excellent way to maintain relationships with your audience at each stage of the marketing funnel. Additionally, you also prompt your audience to keep your brand in the back of their minds whenever they get a tinge to make a purchase.

A profitable collaboration with your Influencer is also an outstanding achievement that merits sharing with your audience. For example, you can let consumers know about a new product that you have launched by collaborating with your Influencer. Of course, it doesn't have to be a new product. You can send an email to inform your email list about your product review or a new unboxing video uploaded on your Influencer's channel. Be sure to include the link to the right source.

2. Newsletters

what are the types of email

A company sends newsletters to its audience to keep them updated about new product entries, upcoming events, new content, and more. If you frequently utilize influencer email marketing campaigns for promotion, then an effective practice would be to include their product reviews in your emails before sending them to your audience. With their permission, you can insert your Influencer's picture, profile ID, or a post featuring your product - this adds to the copy's authenticity.

3. Event Invites

 influencer email marketing best practice

Suppose you are organizing a webinar where you want to have maximum participation from your audience. Who better to invite than people subscribed to your email list. You can structure an email to invite people to be part of the attendance - that means your copy should contain details needed by the attendees, together with a link to the virtual event.

4. Confirmation

Today a confirmation mail is the norm for every action on the internet. Whether it is a product purchase or an influencer email list sign-up, users need to be sent a mail confirming the same. Confirming an action is a point of interaction between your target audience and brand - this method helps you grab your audience's interest and displays professionalism. As you craft your confirmation email, you can include a call to action prompting users to make another purchase or fill a survey form. It is entirely normal to add additional layers to your confirmation email. Use these sections to include influencers’ reviews or stories about your product and services.

Influencer Email Marketing Best Practices

1. Micro-Influencers Email Marketing

influencer email marketing strategy

Admittedly micro-influencers have a much smaller audience base when compared with mega or micro-influencers. But don't let this fool you. Small also means more niched - meaning these creators share a stronger bond with their followers than their bigger counterparts. A mega-celebrity is often considered as someone with very high standards. On the other hand, Influencers at the micro-level are treated as equals. Their followers think of them as peers rather than a celebrity. Hence, your target audience is more likely to buy a product endorsed by a micro-influencer. As an added advantage, you can work with multiple micro-influencers for the price of one mega Influencer.

2. Utilize Your Influencers To Reach Potential Customers

how to collaborate with influencer

A lucrative brand-influencer partnership is built on the idea that both parties have a vested interest in a similar audience. Thus an integrated Influencer email marketing campaign can grow your email list with new leads. Influencers are accompanied by many loyal audiences who can potentially subscribe to your brand's email list. So, now the question is, how can you use your Influencers to get more email or newsletter subscribers? - you can start by providing freebies like a free eBook or a trial period. Users are entitled to the offer once they provide their details and become part of your list.

3. Collaborate With Influencers On A Product

email marketing campaign

It is common to collaborate with well-renowned influencers on a themed product within industries like sports and entertainment. The partnership works in favor of all parties involved - the brand gains access to the celebrity's audience base, and influencers get attractive deals. But, you may be wondering as to how email factors in this scenario. Well, you can use email to let your audience know about the partnership. Also, provide a detailed description of the events that unfolded when your brand and the Influencer worked together.

People's trust in your brand will skyrocket when you associate a prominent figure in your with your company. For example, in your influencer marketing email, you can insert a quote by your Influencer or tell them why he decided to work with your company to develop a product.

4. Utilize Your In-House Influencers

Suppose your company hosts employees that have a rapport amongst your target consumers. Then a good practice would be to utilize the extended reach of these Influencers. As you design an email to be sent to members of your newsletter - include a picture or statement from your in-house Influencers. Your recipients are more likely to open your email and engage with it (read or click the links provided) when a familiar face welcomes them.

Give Influencers Control Of Email Marketing Campaign

how to evaluate influencer email marketing performance

When it's about the safety of your brand, it is entirely understandable to exercise caution. However, try not to go overboard with the restrictions. Give your Influencer the freedom to pitch in creative ideas for the campaign. With their input, your emails can improve to be more engaging and original. The content that the Influencer creates will be tailored, keeping in mind the preferences of their audience. This adds a more personal touch to your emails, resulting in better open, click-through, and conversion rates.

Instagram Influencer Outreach Templates

Let's Begin A Relationship Template

This is one of the most recommended email templates to send to influencers. Its structure is designed to complement the social media creators' achievements, leading to a discussion of a team-up possibility. You also give influencers enough space to think about whether they should take you up on your offer.

Let's look at an example.

Hi [Your name]

My name is [your name] from [company]. I've been following you on Instagram since 2015.

Your recent posts [topic] have been inspiring. I think it is something my audience would be interested in, so I thought of sharing it with my social media followers and email subscribers. I wondered if we could get in touch and discuss the possibility of working together on something similar soon. If you are interested, we can set up a video call session this week to discuss the partnership, which could benefit our audiences.

Best wishes

[Your name]

The Introduction Template

Just as the name suggests, the Introduction influencer marketing email template allows you to introduce your company and quickly get to the point of discussing a partnership. The template is designed to efficiently market your brand by directing focus on common areas to both parties.

Hi [Your name]
I am from [your company]. I worked with [Someone in common] who has said that you [tell what the person has said about the Influencer]. [Someone in common] has suggested I get in touch with you to know more about [topic] and collaborate on [venture name] together.

Does this prospect sound interesting to you?. If so, we would love to get in touch with you over a call sometime this week and discuss a mutually beneficial partnership.

We would love to hear back from you.

Best, wishes
[Your name]

Free Product Sample Influencer Outreach Email

Many brands will give away free samples of their product to influencers as part of the effort to have Influencers experience their offerings first hand. This email template for influencer marketing makes the offer even more appealing to the Influencer. After reading your sent copy, they may even go out of their way to send a reply back to show how grateful they are for your gesture. The Influencer may show his appreciation by featuring your product in one of his posts - giving you more exposure to your target audience.

Hi [Your name]

My name is [your name, from [company]. I like your [specific content], and I am astonished by your work with [mention a company]. I wanted to get in touch with you because I feel I have a product that your audience would love to have. Would you be interested in reviewing [product]?.
I can have a free sample delivered to you for a review and more if you want to organize a giveaway.
Please get back to me with your reply.

Thank you for your time
[Your name]

How To Evaluate The Performance Of Influencer Email Marketing

email marketing performance

Like any other form of promotion, the goal of an email marketing campaign is to get your readers to take action necessary to your business - we call this a conversion.

Conversion can be anything, for example

  • link clicks,
  • subscription
  • sales
  • Joining a webinar
  • Offer claim

Email marketers keep track of conversions via click-through rate (CTR) - it is calculated every time a user clicks on the link in your emails. Click-through rate is an ideal metric to calculate because you know that your audience has opened the email and clicked the link inside to take action. Thank you for spending time with us. We hope our article was able to provide you with valuable insights.

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