The way you outreach influencers has an enormous impact on the influencer channel

We'll talk about

• Send from a personal or general email address?
• How many emails to send per day
• Choosing your email tool
• How to write various emails?
• How to improve your communication efficiency (analyze questions you get, follow ups)

Send from a personal or general email address?

There are general emails that start with collaboration, info, influencer and similar. And then there are personals with firstname or/and lastname. I have summarized pros and cons with both types.

Pros and cons with general email address:

Pros

• 1 email inbox to handle
• Inbox can be shared among colleagues/teams
• Easier to scale when reaching out to many influencers frequently

Cons

• Doesn't feel personal
• Inbox can be used for several things within the organization. Inbound requests etc.

Pros and cons with personal email address:

Pros

• It feels personal to get from a “real” person
• Easier to build relationship with influencers
• Higher response rate

Cons

• Inbox not shareable (possible but usually you have personal emails you rather not share)
• Influencer relations are connected/dependent to a person at the company.

If you have 2+ people working with influencer marketing at scale I suggest to have personal emails. If you're just getting started you can start with a general email address.

Also for bigger campaigns with nano influencers, a general email address is fine. For macro profiles it needs to be from a personal email.

Nano profiles
It’s ok to use influencer@brand.com

Macro profiles
Be personal and use firstname@brand.com

How many emails to send per day

This depends on the type of campaign and number of influencer collaborations you want to do.

A gifting campaign will be harder to onboard influencers (because you only give free products, not paid). If you go for a paid model, it’s ofc easier to onboard profiles.

To know the number of emails I have summarized average open rate, response rate and collaboration rate. See below.

Gifting model

• Open rate - 50%
• Response rate - 25%
• Collaboration rate - 2-5%

Paid model

• Open rate - 50%
• Response rate - 50%
• Collaboration rate - 25%

In general to see results with the channel you would need to set 100 collaborations per person and month. Which means 2000-5000 gifting emails and 400 paid emails.

It’s important to see these numbers as a hint. Of course if you are a brand like Gucci this is not applicable.

Choosing your email tool

An email outreach tool is for brands that want to automate the process. Most brands still contact manually to make it personal. But if you want to scale and contact thousands with one click you have some tools to choose. Here are they:

Mixmax

• Free 14 days trial here
• Email tracking
• Email sequence (follow ups)
• Personalized emails
• Integration with Scope and other tools
• Less expensive

Lemlist

• Free trial
• Email tracking
• Email sequence (follow ups)
• Personalized emails
• No integration with Scope
• More expensive but more features (more for sales ppl)

GMASS

• Free trial
• Similar features as above
• Works well with spreadsheets

How to write various emails?

To find the perfect email you need to test a lot and see what works for your brand. But try to think, “would I answer it”. Here are cold email templates to start with.