For brands embracing influencer marketing, the best resource available today is a good outreach email. An exceptional influencer message will win over the influencers so that they participate in your influencer marketing campaigns. There are plenty of approaches for this first influencer message, but they should all cover some basic information:
- Your name
- Your Brand’s name and its mission
- Why you are interested in partnering with this influencer
- Any key requirements for the partnership
Your message should reflect your brand’s voice and purpose.
What makes an influencer want to work with you? Your first impression could be a make or break moment in your relationship with that influencer. Instead of focusing on free products or post requirements, devote your first message to establishing a connection to the influencer.
Best Practices for Influencer Messages
A good first outreach to an influencer should sell the brand, not the perks. Selling your brand instead of the perks will ensure that the influencer really loves your brand and can authentically recommend it. Foster a relationship that focuses on your mutual admiration for their content and your brand.
In selling the influencer on your brand and mission, you are creating value for the influencer without attaching that value to dollars and cents. Influencers who love a brand are willing to go above and beyond for something that they actually use and support. Without this enthusiastic support of your brand, any brand partnership would be motivated only by money. Getting an influencer to “buy in” to your purpose as a brand will help both parties create authentic content and pursue the same result.
Be sure to mention the benefits of your brand for your customers. Let the influencer know the impact you are having on the lives of your consumers.
Your first message to an influencer should include why you picked them.
Why did this influencer stick out above all the other influencers out there? If you loved their photos, or you thought it was interesting how they presented a previous brand collaboration, tell them! They would love to hear why you wanted to connect with them. Also, a little flattery never hurt anyone.
If you only chose this influencer because of their follower count, you may want to find an additional reason for working with this person. In influencer marketing, you are trying to connect with influencer’s audiences as your target customer. Your brand’s values should overlap with the influencer’s.
Your first message to an influencer should include big picture strategy.
You don’t have to give away your whole influencer playbook, but some insight into your overall goals can be helpful to influencers. An influencer may produce different content for a product review versus a brand mention, so let them know your goals so that they can prepare accordingly. Any “deal breakers” that you have regarding payments, sponsorship placements, or free products should also be mentioned so that they know the limits of your program. Try to keep enough wiggle room in the arrangement that you can negotiate once the influencer has responded.
Your first message should include your Carro invitation link.
If you’re using Carro for influencer outreach, including your Carro invitation link will allow influencers to submit product requests. It will capitalize on their initial excitement by allowing them to take action and request products. Not only will it maintain the momentum, but you can then review the product request to see what they are interested in and how they want to collaborate. The Carro team considers the invitation link so important to the influencer-brand relationship that they made it a required field in the Quick Invites feature.
How to Message Influencers: Outreach Messages that Work
Carro’s Default Influencer Message
Carro’s default influencer message is based on several successful influencer messages. Carro asked a group of successful influencers what their favorite outreach messages were. Their favorites were then combined into this proven message. Without any modifications, this message got an average 43% open rate, which is a 113% improvement over typical cold emails!
I hope you’re doing well, I handle influencer relations for <BRAND NAME>. Great to meet you!
I stumbled across your account and thought your content would be perfect for us. If you feel we’d make a good fit, I’d love to move forward and have you request products from our store.
Use this link to visit, and request something at no charge that catches your eye. <CARRO BRAND LINK>
During the request, leave a note before confirming your shipping address to let us know your plans for the product (content creation, story post, article, etc).
If you have any questions, just reply to this email.
Pure Rose’s Influencer Message
Our Carro Brand Partner, Pure Rose, modified our initial email template to suit their brand’s unique voice and mission. This message had an 80%+ open rate and helped Pure Rose create their entire influencer team.
Subject Line: @InstagramHandle could you send me your rate sheet?
Hi <FIRST NAME>,
My name is Cade and I handle influencer relationships for Pure Rose – we’re looking to work with influencers interested in the health, yoga, and beauty spaces.
Our signature Rose Nectar has begun to pick up a lot of attention recently and we’d like your help carrying the momentum.
Since you’re new to our brand (and probably haven’t heard about us), we’d love to send you some of our Pure Rose Nectar on the house (people love it with coffee, smoothies, kombucha).
Let me know if you’re interested.
To health and high vibrations,
Pure Rose also sent a followup message to the influencers who didn’t respond, greatly improving his overall responses.
Hi <FIRST NAME>,
I know you’re really busy, but I just wanted to send one last note in case you might want to work with us.
Let me know if you’re interested at all?
To health and high vibrations,
How to Message an Influencer: Tips for Outreach Emails
- If you don’t know their first name, stick to a more generic greeting. Use their name if it is available, but don’t use their username. Influencers want to know that you put in the effort to get to know their profile before reaching out. Nothing says “form letter” like saying “Hi @Username.” Better to use a generic greeting like “Hi there” than to risk them tuning out because you used an auto-filled username in your email.
- Keep your general email template customizable with dynamic fields. This will save a huge amount of work as you send out emails to your influencers. Design each email with quick customization in mind.