6 ways to craft powerful email campaigns to attract influencers

by | Feb 4, 2021 | Analysis, Public Relations

Influencer marketing has quickly become one of the most sought after modes of marketing and this has skyrocketed the demand for influencers, too. One of the major reasons for this is that consumers engage with them regularly. In fact, 61 percent of consumers said that they engage with influencers daily.

So, what does this mean? It means that numerous brands—your competitors—may be vying to get the attention of influencers to get them to work on their marketing campaigns.

And that’s exactly why you need a rock-solid email marketing strategy to get their attention and engage them. This can play a crucial role in getting them to work with you.

Here’s how you can craft engaging email marketing campaigns that can engage influencers:

1. Use attractive subject lines

One of the most important elements of an email is the subject line. It can play a decisive role in determining the open rate of your email campaign. That’s why you need to pay a lot of attention while crafting your subject lines.

The idea is to make your subject lines stand out in their inboxes so that they open your emails. A great way of going about this is by keeping your subject lines catchy and short. That’s because nearly 42 percent of emails are read on smartphones, which can’t display long subject lines.

6 ways to craft powerful email campaigns to attract influencers

Image via Litmus

Additionally, you should consider varying your subject line’s case to make it stand out even further. You could also include emojis.

2. Personalize your email

Nobody likes to read an email that’s generic and impersonal, especially influencers who get numerous pitches from brands for collaborations.

So, you should ditch the generic email approach and craft customized emails for every influencer you reach out to.

Even if you’re using an outreach template on your email platform, it’s critical to customize it to a certain extent before sending it to an influencer.

You could even personalize the subject line of your email to further gain the attention of your influencers.

How can you go about the personalization? Apart from adding the name of the influencer, you could refer to their posts, achievements, and more to personalize your emails.

3. Keep the email short

One of the most important things that you should remember to make your email campaigns engaging is that you should keep your emails short. Long emails take more time to read and might exhaust the patience of influencers.

That’s why your goal should be to convey all the information to the influencers with short and powerful email copy.

In fact, according to a study, the average email length is about 438 words but nearly half of marketers write emails that are shorter than 300 words. So, you should be aiming for a similar word count for your emails.

6 ways to craft powerful email campaigns to attract influencers

Image via AWeber

4. Engage with influencers beforehand

It’s very likely that the influencers’ inboxes will be inundated with emails from numerous brands asking for collaborations, especially if they’re popular. Even the best of subject lines might fail to get their attention in such a scenario.

To improve the chances of them opening your email, you should consider engaging with the influencers to build a rapportbefore approaching them via email.

How can you do so? You could:

  • Comment on their posts.
  • Send messages to them.
  • Share insightful content.
  • Tag them in your content.

All of these factors can play a decisive role in prompting the influencer to open your emails. This is because they’ll already be familiar with your name.

5. Be transparent about the compensation

It can be pretty off-putting for the influencers if you provide all the details of your campaign but don’t mention anything related to the compensation in the email. Your email should clearly outline the compensation that you plan on offering to the influencer in return for their services.

You should also consider mentioning that the compensation terms are flexible. This can help you open up the possibility of negotiating with the influencers rather than losing out on them altogether.

But what if you’re not providing any monetary compensation? Not to worry. You should clearly mention the compensation regardless of it being monetary or not.

6. Find out what motivates the influencers

As important as it is to understand your customers, it’s equally critical to know influencers well before approaching them. When you know the likes and dislikes of the influencers, you’ll be able to craft your email campaigns better.

It’s essential to understand the factors that drive the influencers and motivate them to do what they do. When you include those elements in your emails, they’ll instantly become more enticing and engaging for them.

You could also take your emails a step further by incorporating videos made with video making tools into them. These videos can not only prove to be engaging but can also help you share a lot of information in a short duration.

Final thoughts

Influencer marketing is a great way to promote your brand but you need to get the right influencers onboard to ensure that your campaigns are successful. To attract them, you need an engaging email campaign.

Start by using attractive subject lines that can catch their attention else they might miss your email. Also, personalize your email and keep it short.

You should also consider engaging with the influencers before reaching out to them through emails. It’s also crucial to be transparent about the compensation in the emails.

Finally, you should craft the email such that it addresses what motivates the influencers too. This can make the email more engaging for them.

Shane Barker
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is also the co-founder and CEO of Content Solutions, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.


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