Influencer marketing dominates these days—it can drive engagement and conversions.
In fact, 71 percent of marketers believe influencer partnerships are great for business.
Meanwhile, email marketing has long been a potent tool for building and maintaining relationships, which are key drivers of sales.
That’s why global revenues from email marketing are estimated at a staggering $12.33 billion.
Now what happens when you mix these two digital marketing strategies? Well, the results can be revolutionary. Imagine blending the broad appeal of influencers with the personal touch of email marketing.
Want to reap the benefits of these two combined? Here are three powerful ways to integrate influencer marketing with email campaigns.
Why influencers are key to successful email marketing
Influencers are a game-changer for email marketing. Here’s why.
They bring built-in trust and authority to your brand. So when they endorse your product in your email, it adds a layer of authenticity and boosts your brand’s credibility.
Their loyal followers are also your ideal audience. You can tap into these potential customers, ensuring your email content gets in front of people genuinely interested in your offering.
Plus, influencers can motivate their followers to subscribe to your email list, providing you with high-quality leads.
Finally, influencers are experts at crafting relatable and high-quality content. Their authentic voice and style can give your email marketing a fresh, creative boost, helping your messages stand out in a crowded inbox.
So, when you integrate influencer marketing with email campaigns, you’ll craft more compelling messages, boost your reach, and build trust.
3 ways to successfully combine influencer marketing with email campaigns
Now, let’s explore key strategies to integrate influencer marketing with email marketing campaigns.
1) Add influencer testimonials and reviews to your emails
Influencer testimonials and reviews give your emails a touch of authenticity. Like customer testimonials, these types of social proof boost credibility. Almost 70% of consumers trust influencers more than brands.
The result? Subscribers are more likely to take your desired action.
You can use media monitoring software to look for influencer testimonials and reviews. You don’t have to incorporate all of them in your emails, of course (that’s likely impossible, too). A rule of thumb is to pick one testimonial or review for every distinct aspect of your brand. With this strategy, you increase the likelihood of touching on each subscriber’s pain point and resolving it.
For instance, you can pick one influencer testimonial that highlights how much they saved when they bought your product. Then look for another that emphasizes your product quality.
Check out this sample email:
Notice how the first influencer talks about the product’s “amazing ingredients.” The second focuses on how the product was “made with love” while the third highlights how the product helps them relax.
Here are other tips to follow:
- Highlight the best bits: Use standout quotes or excerpts that capture the essence of the review.
- Keep it natural: Make sure these testimonials fit seamlessly with the rest of your email content.
- Link it up: If there’s a full review or testimonial available on a blog or social media, provide a link, so your subscribers can dive deeper if they’re interested.
- Add a CTA: Include a call to action so subscribers will know what you want them to do next.
Complement these tips with excellent email marketing services and you’ll effectively integrate your influencer marketing with email campaigns. You’ll turn those positive reviews into conversions, too.
2) Feature other types of content created by influencers in your emails
Apart from testimonials and reviews, you can feature other types of influencer-generated content in your emails.
This can be everything from Instagram Reels, high-quality images, and other interactive videos. You want to make sure the content is related to your brand, though. Your goal, after all, is still to enhance your brand’s visibility.
Check out this great example. Jewelry brand Jane Konig included in its marketing email this image posted by Fia Hamelijnck on Instagram. The image shows Fia, a beauty influencer, wearing Jane Konig jewelry:
You’ll need to get permission from influencers to use their content in your emails. This can usually be handled with a simple email confirmation or a more formal agreement.
Also, choose authentic content that aligns with your brand’s voice. Steer clear of overly edited or polished material that might feel off-brand. When possible, tailor the influencer content to different segments of your email list. Personalized content resonates better and can boost engagement.
As a final tip, add links to the influencer’s full content or social media profiles in your email. This is a win-win for both: It credits the influencer for the content and drives traffic to their channels while you forge authentic and strong relationships with them.
3) Invite influencers to take over your email newsletter
Inviting influencers to take over your email newsletter means giving them control over it for a period. This allows them to curate content, share their perspectives, and engage directly with the audience base.
It’s a cool way to bring something new and exciting to your newsletter subscribers, while also tapping into the influencer’s reach and expertise.
When pitching your takeover idea to potential influencers, make sure to highlight in a professional email how the takeover benefits, not just your brand, but them as well. Emphasize it’s a beneficial partnership. You can both reach broader audiences and increase awareness of your brands.
Also, include all the details they need. Give your target influencer the takeover timeframe. Tell them what kind of content you’re looking for and any dos and don’ts. Don’t forget to share your brand guidelines. This way, their content will blend seamlessly with your usual newsletter and feel like a natural extension of what you already offer.
Be open to their content ideas and preferences, too. You can use content planning tools to organize the final email content.
The next step is to update your subscribers about the upcoming takeover. Create buzz through social media, your website, and previous newsletters. Ensure you highlight the influencers in your promos and explain why they’re taking over your newsletter.
Furthermore, encourage your email subscribers to get involved and interact with the influencer’s content. They can do this by engaging on social media platforms or other channels you set up.
Finally, after the takeover period, send a thank-you note to the influencer for their participation. It shows your appreciation and keeps the door open for future collaborations.
Conclusion
Email marketing and influencer marketing combined can help you further amplify your message, boost your credibility, and increase conversion rates.
But you need to integrate influencer marketing with email campaigns the right way.
Add influencer testimonials or reviews, feature other types of influencer-created content, or invite influencers for an email newsletter takeover.
Coupled with email marketing best practices, you’re sure to elevate your marketing efforts.
