5 Essential Strategies for Enhancing Your Influencer Outreach
Before we dive deep into the specifics of crafting impactful emails and the art of follow-up (complete with examples), let’s first explore some foundational strategies that will set you up for success in your influencer outreach endeavors.
1: Opt for Email Communications Over DMs for Professionalism and Documentation
Collaborations with influencers are essentially B2B transactions, given that these creators manage their own business entities. Consequently, email is the preferred mode of communication for its professionalism and ease of tracking.
It’s not to say that DMs should be entirely off the table – they serve their purpose. For example, Agita Matule regularly engages with emerging creators for Wolt, leveraging DMs when email addresses are not publicly accessible.
avatar Agita Matule Marketing Team, Wolt Latvija DMs are less formal and useful when influencers haven’t shared their email. Once they’re on board for a collaboration, I transition our communications to email. DMs offer a more informal avenue for initiating dialogues, especially when there’s an existing mutual connection. Nevertheless, transitioning to email is crucial to ensure that no detail of the collaboration is overlooked.
2: Utilize Semi-Templated Emails for Enhanced Efficiency
Employing templates can significantly boost efficiency, though it may sometimes hinder personalization, affecting your response rates. Striking a balance with semi-templated emails is key.
Our interviews with over 50 influencer marketing professionals revealed that a majority adopt this approach.
Consider what information about you, your brand, and your offerings can be standardized across communications, and personalize the remainder based on the specific influencer and campaign. Here is an instance:
Fully templated emails work well when:
- Your brand is well-known, and creators are keen to partner with you.
- Your offer to each creator is highly specific, leaving no room for negotiation.
- Your response rates remain high with fully templated emails, indicating a compelling offer for well-targeted creators.
3: Adopt a Gentle CTA to Boost Response Rates
A gentle call-to-action, posing a simple yes/no query such as “Would you be interested in a collaboration?” or “Interested?” facilitates easier responses for influencers, without overwhelming them with information. This approach is beneficial when you’re particularly keen on partnering with a creator and are flexible regarding the collaboration’s nature.
Dmitri Cherner, the former Head of Influencers at OneSkin, emphasizes the flexibility this method offers for collaborative opportunities.
avatar Dmitri Cherner Influencer Marketing Expert, ex-OneSkin This strategy allows for a flexible partnership arrangement. Asking for specific deliverables too soon can limit the possibilities. It also opens the door to potential partners who might initially be on the fence. If their response is positive and they already have an affinity for the brand, the partnership feels more natural. Examples of gentle CTAs include:
- Does this align with your interests?
- May we send you our product for consideration? [applicable in product seeding]
- Are you currently open to collaborations?
- Can I provide more details?
- Interested? Avoid using gentle CTAs when working with a strict budget and specific requirements. In such cases, provide all necessary details in your email and conclude with a decisive CTA like “Please reply if interested” or “Share your rates for [specified deliverables].”
4: Embrace Unscalable Tactics Initially for Rapid Learning
Imagine engaging in phone or video discussions with each creator during the initial stages, tailoring each outreach email uniquely, or actively seeking feedback on your messaging from peers and influencers.
These actions are inherently unscalable and demanding, yet they can significantly advance your understanding and strategy in the long term.
- Direct conversations can expedite communication and clarify an influencer’s expectations.
- Customized emails will reveal which CTAs, offers, and personal touches elicit the most and the quickest responses.
- Soliciting feedback offers an external perspective on your outreach strategy, highlighting areas for improvement.
For newcomers to influencer outreach, embracing these labor-intensive practices is invaluable for accelerated learning through immediate feedback.
5: Embrace a Sales Mindset for Swift Growth
Often, marketers neglect to adopt a sales perspective in their influencer outreach, which is a crucial oversight. Thinking like a marketer can result in less outreach, quicker discouragement, and derailed success.
From a marketing standpoint, multiple follow-ups might feel intrusive, and a lack of responses can seem personal. However, viewing these challenges through a sales lens transforms them into standard operational hurdles. A marketer with a sales mindset understands that persistence is not desperation but a necessary step for refinement and success.
Ultimately, a sales-oriented approach underscores the importance of outreach volume. More outreach leads to quicker feedback, which in turn refines your strategy, accelerating your path to success.
How to Uncover an Influencer’s Email Address?
Identifying the right mode of communication is pivotal, with emailing being the preferred route for its professionalism and documentation benefits. But, the challenge often lies in locating the email address of your targeted influencer.
Many influencers make their contact details available right in their social media bios. On Instagram, for instance, there’s a dedicated “email” button in the app for business accounts, though many influencers also opt to include their email address directly in their bio text.
Similarly, TikTok users frequently list their email addresses in their bios, and YouTube creators often provide theirs in the channel’s “About” section.
However, manually searching for each influencer’s contact details to compile them into a database is hardly efficient or scalable.
For those looking to streamline this process, leveraging a tool like the Find Me Creators Database is invaluable. This platform facilitates the rapid discovery of influencers’ email addresses, offering several functionalities:
- Conducting fresh searches to pinpoint influencers that meet your specific requirements.
- Uploading a list of influencers to collectively find their emails.
- Searching via a specific @handle to find an influencer’s contact details.
Opting for an influencer outreach platform like the Find Me Creators Database not only simplifies the process of finding contact emails but also serves as a comprehensive solution for identifying relevant influencers, analyzing their profiles, and tracking the performance of marketing campaigns.
This platform is available for a trial without the need for a credit card, making it an accessible option for those ready to elevate their influencer marketing efforts.
Pre-Outreach Preparation: Crafting a Strategic Approach and Offer for Creators
Before embarking on your journey of influencer outreach, establishing a clear strategy and understanding what you’ll offer creators is crucial for enhancing your success rate. Here’s a breakdown of the essential preparations:
1: Identifying the Right Influencers for Your Brand
Ensuring you only approach influencers who align with your brand’s ethos is vital. This not only saves time but also increases the likelihood of a positive response. If you’re a skincare company working within a specific budget, targeting micro-influencers within the skincare sector would be strategic. Defining the “type of influencers” involves specifying:
- The size of the influencer, which should align with your budget and campaign scale.
- The influencer’s niche and audience, ensuring relevance to your industry and target demographic.
- Performance metrics of the influencer, such as engagement rate, authenticity of followers, and growth trajectory, to refine your search to those meeting your criteria.
- The content style and voice of the influencer, which should resonate naturally with your brand’s messaging.
Utilizing platforms like the Find Me Creators Database can significantly streamline this process, providing comprehensive data swiftly.
Malou Deuber of socialrelation boasts a 90% response rate from her outreach efforts, attributing this success to in-depth analysis of influencers before making contact. Even without access to specialized tools, investing a few minutes to review an influencer’s profile can be highly beneficial.
2: Clarifying Your Offer to Creators
Before initiating contact, know precisely what you’re willing to offer. This clarity allows you to respond swiftly if an influencer is interested. Elements to consider include:
- Expected deliverables (e.g., 1 Instagram Reel, 2 Stories, and 2 Posts)
- The timeline for deliverables, especially if considering long-term partnerships
- Your budget
- Your return on investment (ROI) expectations
While flexibility in the collaboration’s nature is advisable, understanding your limitations regarding budget, timeline, and ROI is crucial.
3: Streamlining the Communication Process
What follows after transitioning a lead to an influencer partner? It’s essential to have a clear understanding of the process, including:
- The content of the influencer contract
- The point of contact for any queries related to the brief
- The method for submitting deliverables
Preparing your onboarding process and assigning responsibilities within your team ensures a smooth transition when an outreach effort is successful.
Crafting an Effective Influencer Outreach Email
For those new to this arena, here’s a basic structure that tends to yield results:
- Begin with a personalized compliment to demonstrate your familiarity with the influencer’s work.
- Introduce your brand in a concise manner.
- Conclude with a straightforward yes/no question, simplifying the response process for the influencer.
Anna-Maria Klappenbach from Aumio provides an exemplary template, effectively balancing personalization with brevity, ideal for engaging busy creators.
–
Hey {{fname}},
I’m Anna from Aumio 👋. We’re Europe’s leading audio-first sleep & relaxation app for babies & children, developed by psychologists and scientifically proven to work.
As a mom of 3 I’d imagine you’re very busy, so I’ll keep it brief!
We’re launching our app in the US. Since your content & values align so well with ours, I’d love to have you on board to help spread the news.
I’ve attached a short brand booklet for you to give some context, and there’s an access code on the last page so you can give it a try.
Would you be open to collaborate with us next month?
{{your name}}
–
For more specific engagement requirements, adjusting your call-to-action accordingly is recommended, as demonstrated by Sarah Saffari of InfluencerNexus. Her template for FieldFans for Breast Cancer showcases the importance of aligning with the influencer’s content and values..
–
Hey {{fname}},
I thought you might be a good fit for a paid collab campaign with our client, FieldFans for Breast Cancer.
Following the double mastectomy of a loved one, the Founder joined forces with Susan G. Komen Breast Cancer Foundation wherein each sale of their inspiriational pillowcases donates 20% to breast cancer research.
I took a look at your IG reel on using home decore as a way of staying inspired and loved how you integrated such a beautiful healing journey with home design.
Given the alignment across the board, I think this could be a good partnership opportunity both ways.
Shoot me a response and we can setup a 15 minute call to discuss details on the project.
{{your name}}
–
When your outreach includes a detailed proposal, ensure your message is comprehensive yet succinct, covering:
- A brief brand introduction
- The campaign’s objectives and how the influencer’s work aligns
- A clear overview of what you expect from the collaboration
Piia Õunpuu from Bolt offers a detailed example, emphasizing clarity and directness in the proposal.
–
Hey {{fname}},
I thought you might be a good fit for a paid collab campaign with our client, FieldFans for Breast Cancer.
Following the double mastectomy of a loved one, the Founder joined forces with Susan G. Komen Breast Cancer Foundation wherein each sale of their inspiriational pillowcases donates 20% to breast cancer research.
I took a look at your IG reel on using home decore as a way of staying inspired and loved how you integrated such a beautiful healing journey with home design.
Given the alignment across the board, I think this could be a good partnership opportunity both ways.
Shoot me a response and we can setup a 15 minute call to discuss details on the project.
{{your name}}
–
Even when contacting a creator’s talent manager, personalization remains key. Lee Drysdale of KILLSTAR illustrates that building relationships with talent managers is just as crucial as with the influencers themselves, showcasing the value of personalized, engaging outreach.
–
Hey {{fname}},
I thought you might be a good fit for a paid collab campaign with our client, FieldFans for Breast Cancer.
Following the double mastectomy of a loved one, the Founder joined forces with Susan G. Komen Breast Cancer Foundation wherein each sale of their inspiriational pillowcases donates 20% to breast cancer research.
I took a look at your IG reel on using home decore as a way of staying inspired and loved how you integrated such a beautiful healing journey with home design.
Given the alignment across the board, I think this could be a good partnership opportunity both ways.
Shoot me a response and we can setup a 15 minute call to discuss details on the project.
{{your name}}
–
Each outreach strategy, from soft to specific asks, serves its purpose based on your campaign needs and operational capacity, ensuring effective communication and partnership development with influencers.
Mastering Follow-Up in Influencer Outreach
Our survey involving numerous marketers revealed a consensus: following up with influencers is a common practice, usually occurring 1-2 times after the initial outreach.
While some might worry about seeming too persistent, it’s crucial to remember that creators often juggle cluttered inboxes. A gentle reminder can ensure your message stands out, reaffirming your interest in a collaboration that’s beneficial for their audience.
For the Frequency and Timing of Follow-Ups, the general guideline suggests 1-2 follow-ups, but don’t shy away from increasing this number, provided you remain courteous and considerate. It’s unlikely you’ll annoy someone by being respectful.
Timing is also critical. After your initial attempts, consider spacing out further follow-ups to one, three, and six months. This approach allows for re-engagement at different intervals, potentially catching the influencer at a more opportune moment.
Crafting Effective Follow-Up Messages
Personalization is key in making your follow-up messages resonate. Demonstrating that you’ve engaged with the creator’s content since your last message can make a significant impact.
Anna from Aumio, for instance, keeps her follow-ups concise yet personalized, reinforcing her interest in the creator’s involvement in an upcoming campaign.
Example by Anna-Maria Klappenbach from Aumio:
Hey {{fname}},
It’s Anna again! I hope you’ve been doing well, [insert personalized compliment]. I’m still keen on involving you in our [specific month] campaign. Did you get a chance to review the Aumio app or the brand booklet I sent over? I’ve attached it once more for your convenience. Use code [code] for full access. Eager to hear your thoughts!
Best,
{{your name}}
For subsequent follow-ups, or if your initial outreach was highly personalized, a more templated message might be appropriate, as utilized by Sarah of Influencer Nexus.
Example by Sarah Saffari from Influencer Nexus:
Hey {{fname}}, Reminder: we're closing applications for our campaign in 5 days. Wanted to circle back before the deadline. No worries either way, just keep me posted 😊 Best, {{your name}}
In your final attempts to connect, consider making your message easily digestible, as Anna does, inviting a straightforward response regarding the influencer’s interest.
Example by Anna-Maria Klappenbach from Aumio:
Hey {{fname}}, Reaching out one last time hoping to catch your attention. Have you had a moment to explore Aumio? If you're too busy or not interested, that's okay too. I’d love to know your thoughts either way - it'll help us stop overfilling your inbox. And if Aumio interests you, perhaps for future consideration? Look forward to your feedback, {{your name}}
Maintaining a polite and understanding tone is crucial; it demonstrates respect for the influencer’s time and consideration.
Influencer Marketing: A Relationship-Driven Approach
At its core, influencer marketing thrives on authentic and personal connections. Throughout your outreach and follow-up process, prioritize building a relationship with each creator. Understanding their needs and how your collaboration can provide value is essential.
For those in the process of selecting influencers for outreach, consider utilizing tools like the Find Me Creators Database This platform aids in discovering influencers, analyzing their profiles, and monitoring campaign performance effectively. It offers:
- Extensive listings of creators in your niche (including those with 1K+ followers)
- Affordable pricing and user-friendly options
- Comprehensive audience data for pre-outreach assessment
In conclusion, influencer outreach and follow-up should focus on creating genuine connections, supported by respectful and personalized communication strategies.