如何制作完美的影响者外展电子邮件(+6免费模板)

In the world of digital marketing, the value of real influence is increasingly being recognised. Last year, one of the world's biggest brands,Proctor & Gamble说,它在2017年将其数字广告支出削减了2亿美元,而没有看到其收入有任何不同。实际上,通过将剩余的数字广告预算重定向到不同的渠道,它的覆盖范围增加了10%。在意识到其许多数字营销对销售没有影响之后,它确实是在网上削减浪费和不必要的支出。如今,每个人都可能在线,但这并不意味着他们正在与您的营销互动。

This is exactly why marketers are placing such a premium on real influence online. Research conducted byTapinfluence和Nielsen Catalina解决方案showed that the ROI from influencer marketing is 11X bigger than traditional approaches. It is no wonder that brands are so focused on using influencers and are often willing to pay fortunes for a mention.

就是说,并不是每个人都有与金·卡戴珊(Kim Kardashian)这样的人合作以在线推广他们的品牌的预算。幸运的是,并不是每个人都必须这样做。诀窍是为您的品牌找到合适的影响者。你怎么做到这一点?通过奠定基础,进行彻底研究并使用正确的外展电子邮件模板。这是成功的分步指南。

Source:Instagram.com


如何制作完美的影响者外展电子邮件:提示和模板:


Step #1: Identify the right influencers

影响推广本质上可以归结为康涅狄格州ecting with relevant influencers and convincing them to work with your brand. The first thing you have to get right when reaching out to influencers is to find the right ones. This is crucial, as using the wrong influencers can do more harm than good. Make sure their area of influence is aligned with your brand image. Think of them as business partners – you don't just go into business with anyone without first making sure they're the right fit for you. If the fit between your business and the identified influencer is truly right, your relationship will benefit both parties. The influencer will build their reputation by promoting products that their followers are actually interested in. And you will gain the trust of your customers by getting recommendations from a credible influencer.

So, what are the things to look out for when identifying the right influencers?


Relevance

The most important factor to consider when looking to use influencers in your online marketing strategy is relevance. Make sure that the influencers you work with actually have influence in your industry and their brand matches your brand’s values. This will boost your brand's credibility.

For example, if you are selling environmentally safe beauty products, you cannot use an influencer who promotes products that make use of animal testing. This will erode the credibility of your product and potential customers will doubt whether you are serious about really protecting the environment. Likewise, you might want to use akey opinion leader (KOL),在网上和现实生活中成为专业知识的“首选”人。

Take the time to look through content posted by potential influencers on their blogs and social channels. This will help you get a better idea of their brand and whether their messaging is a good fit for you.


Reach

Consider metrics such as the influencers’ follower counts on their Instagram, Facebook and Twitter pages. This will give you an idea of the number of people you can reach by leveraging the particular influencer, i.e. their sphere of influence. Having in place a good社交媒体听力策略will help you with this.


Engagement

If reach is important, engagement is even more so as it gives you an idea of how many people really connect and with an influencer's content, i.e. how effective their influence really is. Having thousands of followers doesn’t necessarily mean that they can be influenced easily. For example, an influencer might appear to have a huge following, but when you look at their engagement stats, it could turn out they pay a lot of their followers or make use of other irregular methods to boost engagement, such asInstagram Pods.

标记的研究发现随着影响者的追随者的总数增长,关注者的参与率(喜欢和评论)降低了。您将必须检查经常喜欢,评论和分享影响者内容的追随者的百分比。那是他们影响力的真正衡量标准。这也意味着,追随者较小的影响者比拥有大量追随者的名人可以对您更有效。实际上,ExpertVoicefound that micro influencers improve your chances of conversions even more than the normal batch of influencers, getting 22.2 times more conversations than average when they recommended products to their audience.

因此,如您所见,在开始与有影响力的人接触之前进行研究非常重要。如果您不选择正确的影响者,您将浪费时间来回答无关紧要的电子邮件。您还将将预算浪费在不影响潜在客户的影响者身上,因此没有投资回报率。您可能会损害与错误的影响者合作的品牌和声誉。


Step #2: Know what you want to say

确定了一组为您的品牌工作的影响者,您就可以开始处理影响者的外展电子邮件。但是,在您甚至开始制作电子邮件之前,您必须考虑要向他们传达的信息。换句话说,关于您对影响者的使用,您的战略目标是什么?

Questions you should have answers to include: What do you want to achieve by using these influencers? What's in it for them? What compensation or reward can you offer them? What incentives are there for them to work with you?

通过这些问题思考并为他们找到答案将使您对您在外展电子邮件中应该说的话有更清晰的了解。确保清楚地阐明您的竞选目标及其在其中的目标。模棱两可将导致误解和酸味的关系,这最终可能对您品牌的声誉不利。

当您推销时,您可以为有影响力的人提供赔偿的示例,包括:

Product discounts or giveaways– Offer them a discount on your product or services. This is a particularly good one to use for micro influencers as they are more likely to make use of this and give you brand exposure.

大喊- 被归因于行业专家是影响者获得对自己的专业知识的认可以及能够在自己的努力中利用您的内容的能力时,他们可以得到的最大的喊叫声之一。

委员会- 如果您的预算允许,那些不断给您带来更大销售额的曝光率的影响者可能值得设立佣金。

如果您有时间并且确实致力于找到合适的影响者,请在发送外展电子邮件之前在社交媒体上与他们互动。这就是与他们建立长期关系,并让他们信任您的品牌。通过在您伸出手之前与他们互动,他们在给他们发送电子邮件时更有可能识别您,并且很可能会得到积极的回应。


Step #3: Craft the perfect outreach email

Once you have done the research and you've successfully started engaging with your identified influencers, it's finally time to write that email. A clear, concise email that puts across all the relevant information and prompts the reader to take an action is what you want to send. So, start with the subject line.

Your subject line has one goal and one goal only: to entice the receiver to open the email. Don't overthink it. Keep it short and simple. If funny or quirky works with your brand image, try that. Another tip is to use questions instead of statements. Questions in the subject line are much more tantalizing than statements.

For example, instead of saying:

Business opportunity

Say:

What do you think of this idea?

Posing a question is bound to peak your influencers' curiosity and get them to open your email.

Moving on to the body of the email – keep it short. Your message should not be longer than 100 words. Aside from the fact that everyone's attention spans these days are the length of an Instagram story, shorter emails are more persuasive and shows you have respect for the receiver's time. Everyone's time is limited and by sending a short and to-the-point email you are indicating to the receiver that you know their time is valuable and you do not want to waste it.

用其中的内容开始您的消息。没有人愿意从某人那里购买或甚至阅读一封想要出售他们不要求的东西的电子邮件。将您的外展电子邮件集中在有影响力的人与您建立业务关系中所能获得的收益。这不一定是金钱,您已经弄清楚了您可以在外展过程的研究阶段提供的东西。其次,这是在您寻求东西之前提供价值。免费提供一些尝试或测试的东西。或提议首先为他们做某事,然后他们必须为您做某事。

Personalize your email. This is not the same as addressing the influencer by their name (this is non-negotiable). Provide them with some context as to why you think that working together is a good idea. Do you like their content? Can you mention a specific post of theirs that you think is relevant? What information can you give them that will make them trust you enough to work with you? Think of these questions when drafting your email.

Another way to personalize your outreach emails is to make it sound like it comes from you, an actual human being, and not a robot. Don't be fake about this, influencers can spot it a mile away. Be sincere by adding the personal touches that you would use in regular business emails to colleagues or acquaintances. Even when using templates, you can tweak them to be more personal.

The key word here is authenticity. Be real, ask them how they are and engage them on what is important to them. Make it easy for them to say yes.


Step #4: Never give up

当您被拒绝时,不要放弃。事实是,大多数人不会回复您的电子邮件。这并不意味着您必须停止尝试与他们联系。将其视为挑战。如果一种接触它们的方法不起作用,则需要尝试一些不同的东西,也许有些风险。

发送a follow-up email. If you still don't get a response, start looking at other channels. Twitter is a great place to alert someone to the fact that you've sent them an email and are still waiting for a response. Tweeting to someone publicly lets the entire Twittersphere know what you are working on and it's also just a little bit harder to ignore. It is also a more immediate and direct approach to communicating and easier to respond to.


Step #5: Find a template that works for you

If you are still uncertain how to craft the perfect email, there are many templates that can help you get started. Here are 5 templates you could use when reaching out to influencers.

Template 1: The free sample template

As discussed above, it can be a good idea to lead your email with what your influencer could get in return for them giving you some exposure. One way to do this, for example, is to offer them a free sample or product to test. Below is an example fromAaron Agius在线大声。它是简短的,直接的,并指出您愿意在从关系中获得一些东西之前付出一些东西。


Template 2: The expert roundup template

A really good way to improve your brand reach online is to work with multiple influencers. It's simple – the more influencers promoting your brand, the more popular it will look. One way to use your popularity to entice more influencers to work with you is to send out a roundup email, asking influencers for their opinion about a certain topic. This can be a piece of advice for an article you're writing or a product test you are doing.

这是一个例子Search Engine Journal:


Template 3: The 'we featured you' template

没有什么比知道知名品牌在其营销内容中为您提供的更讨人喜欢的了。让有影响力的人知道您是否做到了这一点,并将其用作找出他们是否有兴趣与您合作的机会。

这是一个例子LeadFuze:


模板4:偷窥模板

Remember when we said to craft an email that's hard to say no to? This is it. Influencers love new stuff (who doesn't?), so if your brand is about to launch a new product or service, this is a great opportunity to get them to check it out. Craft your email so that it’s about helping them stay ahead of the curve with early access to your new product/service before it goes public.


Template 5: The affiliate marketing template

Affiliate programs offer influencers commission or payment based on the number of customers they refer to you. While this can work very well in some instances, many influencers prefer to be paid for collaboration projects or get something more tangible in return. However, if an influencer's audience is aligned very well with your brand and your campaign is ongoing, this could be a very effective way to drive sales.

这是一个例子Scrunch:


Template 6 (BONUS) : Pitching to Brands as an Influencer

Hi [THEIR NAME],

我已经使用了[长度]数年的[他们的品牌],并且[您喜欢它的原因]。我特别喜欢[他们的最佳功能]。

我的[社交媒体]频道,[用户名]的受众由[xx]%[您匹配的最重要的人口统计]组成,谁会喜欢您的产品。

我的视频[链接到您的Tiktok频道]每月获得[XX]观众[或从您的分析中选择其他合适的统计信息]。我想进一步谈论我们如何共同努力推广您的产品。

Look forward to hearing back from you soon!

[YOUR NAME]


Over 30.000 marketing professionals rely on us for their news. Shouldn’t you?

Subscribe to the world’s #1 influencer marketing newsletter, delivered bi-weekly on a Thursday.

Baidu