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Writing the perfect presentation that captures attention, informs about your campaign and product, and aligns with your brand can improve your overall campaign results. By including an efficient call to action (CTA) that prompts a bigger response rate, you can have better results and achieve more partnerships in influencer marketing.
The success of an influencer collaboration email is often measured by analyzing the response rate, a metric that highlights how much the wording and structure of your message impacts the possibility of answers. For any campaign to succeed, the first goal should be to capture influencers’ interest and encourage them to respond. If that response ultimately results in a partnership, even better.
A good response rate for template emails typically range from 10% to 25%, depending on factors such as industry and email content.
In this guide, we’ll share tips and tricks to make your first email a roaring success. We’ll also provide templates, examples, and highlight common mistakes to avoid.
Influencers receive many emails from brands, meaning that a long or boring email has more risk of being ignored or skimmed over. In this case, first impressions matter a lot. The initial email should be engaging enough to peak interest.
Later, in a follow-up email, you can provide longer information to avoid overwhelming the reader at first sight. This also helps with clarity and focus, and encourages a response by clearly stating the details and the next steps. We want to avoid influencers overlooking some key points.
Because, in influencer marketing, the main goal is to develop a relationship with the Influencer, we can start by generating a positive response from the first communication. This will also generate a better response rate, by diminishing deleted or ignored emails.
An important fact is that generic emails often will get confused for spam or for automated emails. For this point, we recommend using Influencer Outreach Tools, which mostly have AI powered features like personalized automatic sentences.
Product Gifting and Affiliate information is an Influencer Marketing strategy where the main goal is to send a product in exchange for a post that promotes your brand, along with a coupon code offering a discount to entice followers, and a custom store link that tracks clicks, references, and sales generated by that influencer through that link.
SUBJECT LINE: {{ firstname|default(influencer_handle) }} – [ENTER YOUR BRAND NAME] Partnership
Hi {{ firstname|default(influencer_handle) }},
{{personalized_sentence}}
My name is [ENTER YOUR NAME] and I’m from [ENTER YOUR COMPANY NAME + LINK TO YOUR WEBSITE]. We are [ADD ONE SENTENCE DESCRIPTION ABOUT YOUR BRAND].
We are looking for potential partnerships and we love the content on your account {{influencer_handle}}!
It would be awesome if you could test our [ENTER YOUR PRODUCT(CAN BE HELPFUL TO ADD PRODUCT LINK + RETAIL VALUE)].
[HIGHLIGHT YOUR USP AND YOUR PRODUCT IN ONE SENTENCE].
I’m happy to send you one [ENTER YOUR PRODUCT] for you to try out. We also offer a [X]% commission and/or a [X]% discount code to give out to your followers. Please get back to me if you are interested in this opportunity.
Can I send you one of the [ENTER YOUR PRODUCT]?
Thanks!
Best,
[ENTER YOUR NAME]
[Website | Instagram Profile | Facebook | Location]
When, instead of sending a free product or exchanging a product for content, we aim to work with a specific influencer or have a budget to pay influencers for their posts, we call this a paid partnership. This template is exclusively for one-time collaborations but can, of course, be tweaked for working with influencers long-term.
SUBJECT: {{ firstname|default(influencer_handle) }} – [ENTER YOUR BRAND NAME] Paid Partnership
Hi {{ firstname|default(influencer_handle) }},
{{personalized_sentence}}
My name is [ENTER YOUR NAME] and I’m from [ENTER YOUR COMPANY NAME + LINK TO YOUR WEBSITE]. We are [ADD ONE SENTENCE DESCRIPTION ABOUT YOUR BRAND].
We are looking for potential partnerships and we love the content on your account {{influencer_handle}}!
For this partnership we’d love to offer you the following:
In exchange we are looking for [EXPRESS DELIVERABLES, such as: “1 Reel + 2 story posts”] featuring the product.
The campaign is about to start and if this is something you are interested in please let us know so we can send you the product and discuss further details!
Best,
[ENTER YOUR NAME]
[Website | Instagram Profile | Facebook | Location]
Another engaging marketing strategy is to invite influencers to host a giveaway or contest featuring one of your brand’s products as the prize. Ideally, this type of collaboration works best after establishing a relationship with the influencer through an exchanged, affiliate, or paid partnership. This is because giveaways are mostly used for reinforcing the connection with influencers who performed well or align well with the brand
Here we suggest this template for onboarding an influencer after previously working together:.
SUBJECT LINE: {{ firstname|default(influencer_handle) }} – [ENTER YOUR BRAND NAME] Giveaway Partnership
Hi {{firstname}}, I hope this message finds you well!
It's been a while since our last chat, but it has been wonderful working with you, and we would like to keep our partnership rolling! In this opportunity, we would like to propose a giveaway for your followers!
You would receive:
-One [giveaway bundle or products of choice] to keep + one bundle to giveaway!
-[X]% commission on any sales + [X]% discount code for your followers
In exchange, we request [1 Feed Giveaway Post + story] sharing the giveaway and including links.
Please let us know how this sounds to you! We would love to keep working with you.
Best,
[ENTER YOUR NAME]
[Website | Instagram Profile | Facebook | Location]
Instead, if you’re starting out with a giveaway or a contest campaign before any interactions with the influencer, we recommend using this template:
SUBJECT LINE: {{ firstname|default(influencer_handle) }} – [ENTER YOUR BRAND NAME] Giveaway Partnership
Hi {{ firstname|default(influencer_handle) }},
{{personalized_sentence}}
My name is [ENTER YOUR NAME] and I’m from [ENTER YOUR COMPANY NAME + LINK TO YOUR WEBSITE]. We are [ADD ONE SENTENCE DESCRIPTION ABOUT YOUR BRAND].
We are on the lookout for possible partners for a [200 USD] giveaway campaign and out of the thousands of accounts that we reviewed, we think that your amazing posts in {{influencer_handle}} match what we're searching for!
Here’s what is included in the giveaway bundle: [ADD LIST OF PRODUCTS + LINKS AND/OR RETAIL VALUE]
We are looking for long-term partnerships so if this initial post goes well we would love to continue to sponsor your content. For this initial give away post you would receive one bundle of gifts worth [210 USD] for yourself and one bundle to give away. Additionally you will receive [X]% affiliate commission and a [X]% discount for your followers.
Please let us know if you're interested!
Thanks!
Best,
[ENTER YOUR NAME]
[Website | Instagram Profile | Facebook | Location]
Brand ambassadors are the main face of a brand. Inviting an influencer to be a brand ambassador means they will exclusively post about your products over long periods of time. It’s a long-term relationship.
SUBJECT: {{ firstname|default(influencer_handle) }} – [ENTER YOUR BRAND NAME] Brand Ambassador Program Invitation
Hi [INFLUENCER’S NAME],
Hope you’re doing great!
It has been wonderful working with you, and we would like to keep our partnership rolling! Therefore, we would like to officially invite you to our Brand Ambassador Program!
How would this work? We propose a [3-month] contract (to start with!) in which you’ll receive:
-[$200] fixed payment per month (total of $600)
-[10]% commission on any sales made through your content
-[1 product or bundle of your choice- NAME OF PRODUCT/S] per month
-A [15]% discount code for your followers during this time
In exchange, we request [ AMOUNT AND TYPE OF DELIVERABLES: 1 Instagram Reel ] per month showcasing our products.
Please let us know how this sounds to you! We would love to keep working with you.
Best,
[ENTER YOUR NAME]
[Website | Instagram Profile | Facebook | Location]
A customer who is also an influencer is up to 8 times more likely to collaborate with your brand. Since they have already tried and are familiar with your products, there’s a personal connection that makes them more inclined to work with you. This partnership is mutually beneficial, offering products, commissions, coupons, and more in exchange for increased visibility.
SUBJECT LINE: {{ firstname|default(influencer_handle) }} - [NAME OF BRAND] Partnership Invitation
Hi {{ firstname|default(influencer_handle) }},
My name is [YOUR NAME], from [BRAND NAME AND HYPERLINK]. I was delighted to discover that you are one of our loyal customers, and I've been admiring the content you share on your social media account {{influencer_handle}}.
We wanted to ask if you would be interested in collaborating with us. If there are any products you would be interested in I would be happy to send them your way for free. Additionally, we offer a [COMMISSION PERCENTAGE] commission on sales generated through your link & code and a special discount code to your followers.
If you're interested and this initial collaboration goes well we are open to discussing further sponsorship opportunities as well. Please let me know if you'd like to explore this partnership.
Let me know if you have any questions! :)
Best
[ENTER YOUR NAME]
[Website | Instagram Profile | Facebook | Location]
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Whitelisting also involves the influencer for long periods of time. When an influencer has performed well in a paid, exchanged, or affiliate partnership, you can invite them to whitelisting, where they allow you to run paid ads through their account, using their handle, following, reach, and more.
SUBJECT: {{ firstname|default(influencer_handle) }} | VIP Invitation Whitelisting
Hi INFLUENCER’S NAME,
We are currently building our Whitelisting program and I wanted to discuss this opportunity with you! Whitelisting entails paid advertising through your account directly and has the following benefits for you:
- Get your account in front of new people and audiences paid for by ENTER YOUR BRAND’S NAME
- Growth in fan base: increase in following and engagement with your account.
- Opportunity to earn money: 10% commission on sales.
There is nothing required on your end as we can use creatives from previous posts.
Can I include you in this opportunity? And if so, could you please let me know if you already have a Facebook Business Manager account? That way I can guide you through the next steps!
Best,
NAME
Following up is a crucial part of success when awaiting a response for collaborations. Influencers often receive a large number of emails, so following up once or twice after the initial contact can significantly increase the chances of getting a response. I’ll provide a general template that can be adapted to each situation mentioned above. We have another article specifically to Instagram Influencer Outreach Templates, which includes a section on various follow-up strategies.
SUBJECT: {{ firstname|default(influencer_handle) }} – Partnership Invitation
Hi {{ firstname|default(influencer_handle) }},
I hope you are doing great!
Our campaign is about to start, and I wanted to make a quick follow up on our offer.
We are really impressed by the quality of your account, and it would be amazing if you would agree to join our campaign.
HIGHLIGHT YOUR BRAND USP IN ONE SENTENCE
If you're interested, please reply to this email with your shipping details so we could send you, our products.
Looking forward to hearing from you!
Best,
ENTER YOUR NAME
For example, we can adapt this follow-up general template to whitelisting. This is what we would do:
SUBJECT: {{ firstname|default(influencer_handle) }} | BRAND’S NAME Whitelisting Partnership
Hi INFLUENCER’S NAME,
I hope you’re doing well.
I just wanted to follow up on our whitelisting proposal. We are running this program with a few selected creators only, and I think this could be a mutually beneficial partnership!
Through whitelisting we can boost your content and visibility by running ads through your account directly, which has the following benefits for you:
- Get your account in front of new people and audiences paid for by ENTER YOUR BRAND’S NAME
- Growth in fan base: increase in following and engagement with your account.
- Opportunity to earn money: 10% commission on sales.
We can use creatives from previous posts for this, so we’ll take care of everything!
Are you interested in being part of this? Please let me know so I can share more details!
Best,
YOUR NAME
Do not send emails at odd times or during busy times like holidays. Determine the best time to send outreach emails so that there is maximum chance of getting a response.
Although it's important to specify what you expect to gain from the collaboration, you also need to emphasize how the collaboration is beneficial to the influencer or/and their audience.
Make sure that what you are offering the influencer's is clearly defined. If you fail to clarify the terms of collaboration, it will lead to misunderstandings and mistrust that will be attached to your brand’s identity.
Your CTA needs to be easy to follow and help in guiding the conversation. Every message you send has to have a clear CTA.
The influencers should be informed of what you expect of them. Without campaign directions or proper details, they may not feel like responding or going on with the partnership. Andm even if they go on, the result may not be as expected from the partnership.
Influencers do have a unique voice and style that resonates with their audience. Asking them to promote your brand in their style that would not resonate might sound fake. This can end up feeling unrelated and less helpful, such as spam or an auto-email.
Having the right mix of clarity, professionalism, and personal touch is required in order to start a collaboration through email. Keeping your pitch concise, tailoring your approach, and laying out the terms of the collaboration explicitly will enhance your response rate.
Remember that the very first thing is always to provoke an answer, no matter what the conversation will be later on. From there, you can build a relationship that potentially leads to successful collaborations.
Use the templates and tips provided in this guide as a foundation to craft your personalized outreaches, but we recommend adapting and personalizing them to suit your brand’s voice and campaign goals. With the right approach, your influencer collaboration emails will become powerful tools to grow your brand’s reach and reputation.
To craft an effective influencer collaboration email, start with a strong subject line, a personalized introduction, a clear pitch detailing what’s in it for the influencer, and a call-to-action (CTA). Don’t forget a professional signature with your contact details, and avoid overwhelming the influencer with too much information.
To improve your response rate, keep your emails concise, personalized, and engaging. Ensure the email content is tailored to the influencer's style and audience. A follow-up email can also significantly increase your chances of getting a response, especially if sent a few days after the initial outreach.
Product gifting involves sending a product to an influencer in exchange for content, while a paid partnership includes a budget for compensating influencers for their posts. Paid partnerships are often preferred when you're looking for guaranteed results and more substantial collaborations.
Brand ambassadors are long-term partners who exclusively promote your products over time. This relationship can increase brand loyalty, improve visibility, and result in consistent, authentic promotion to the influencer’s audience.
Whitelisting allows brands to run paid ads using an influencer’s social media account, leveraging their reach, following, and engagement. It’s a great way to boost visibility while offering influencers the opportunity to earn money through commissions and increased exposure.
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