Influencer Outreach Email Examples: Make Them Work #MyBlogU

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We’ve already listed some of the more useful influencer marketing tools to find and monitor niche influencers. Now, let’s discuss a proper way to reach out to them.

Normally I recommend using all possible ways to connect and keep in touch with the influencers you identified. Whether you plan a campaign or just want them to help you promote your recent article, that contact should be there to stay:

• Connect on multiple platforms
• Interact with those influencers on social media regularly and authentically: Comment, like, retweet, etc
• Link to them from your articles and tag them in your social media updates

Use “multiple touches” tactic before turning to the most efficient connection method – a personal email.

Yes, emailing is still the most effective way to build a relationship. The key is to do it right!

One thing to note here is that MyBlogU manages and semi-automates (in a good way) most of your influencer communication by handling status update notifications, “thank you” emails and follow up reminders.

So when using MyBlogU, you don’t need to worry about the right ways to email.

For all other cases, here are good and bad influencer outreach email examples for you to avoid mistakes and do it right!

1. BAD examples of influencer outreach emails

These are actual examples of emails I got and my own opinion why I’d never reply or consider these offers.

1.1 Templated offer and unreasonable expectations

This is one of the few emails I was so amused by that I had to share it on social media:

While I appreciate how straightforward the email was, it’s not a good way to approach an author. Every writer is different: Some of them are looking to monetize what they do, others will appreciate more ways of mutual partnerships.

Be careful not to offend anyone: Try to list more options and note that you are open to all kinds of mutually beneficial deals. For example, on case-by-case basis you can offer to buy the influencer’s book (for your whole team to get educated), help promote a premium course, promote their membership site in your newsletter, etc.

Do your homework to come up with custom, flexible and (most importantly) reasonable offers on a case-by-case basis!

@myblogu Basically you advise against using templates overall? How to scale? #myblogu

— Anna Fox (@manifestcon) March 17, 2016

Mostly yes, better to build long-term relationship with ~10 influencers than scare most of them with your template @manifestcon #myblogu

— Ann Smarty (@seosmarty) March 17, 2016

1.2 An outrageously cold email

The major red flags:

1. No personalization
2. Bold requirements
3. Indicator that it’s a mass email

Stephanie shares another cool example here: Too vague to trigger an action (reply):

Hi Stephanie, Kindly be informed that I am trying to contact you regarding a business proposal. Wherein you can get extra income through your blogspot & websites beside helping your users, followers to plan their trip and explore the places. Please reply on below contact info for further discussion. Thanks & regards ! Javed”

Our Janette Speyer puts it very well:

the lack of authenticity is what gets me. If you want an influencers or bloggers to help, put something back. If you can’t return the favor this minute, perhaps later on.

1.3 Asking for more without properly managing a relationship

This is an actual email I once received from a very reputable brand asking me to include their link in one of my articles:

My reply was that I actually did link to them in multiple articles (but not that one). I expected any amiable reply except the one I received: The guy thanked me but then asked to ALSO link them in that article as well.

As much as I loved the brand, I was outraged and never linked to them again. You cannot ask for more promotion without properly managing the existing relationship.

@myblogu Sounds like the experience I had with a pitcher for a big company. #myblogu

— Cendrine Marrouat (@cendrinemedia) March 17, 2016

A much better way to handle that would be to offer something to thank me: An access to their beta platform to enjoy more tools, a special offer, etc. Whether I needed it or not is not important: It’s just that you go above and beyond to thank your promoters instead of asking for more!

@myblogu Is the traditional form of PR dead then, sending press releases to writers and editors? #MyBlogU

— Marisa Sanfilippo (@MarisaASan) March 17, 2016

@MarisaASan I'd rather say, the tradition has evolved… I delete all press releases right away. You? #myblogu

— Ann Smarty (@seosmarty) March 17, 2016

1.4 Not enough incentive to trigger action

Now, this one is not such a bad example. I am only listing here to contrast with a much better example below.

It is well personalized (though obviously templated) and well worded (it sounds real!)

My only issue here is that there’s no real incentive for me to go ahead and edit my already published article to include that link. Yes, he mentions that his resource is “more thorough” but it’s his own subjective opinion and not enough to trigger action.

A better way get me go ahead and promote his resource would be:

• Fixing my mistake or inaccuracy in the article
• Add something that’s missing
• Answer the question I asked in the article

What do those 10% do right? RT @cendrinemedia: I receive many pitches weekly. About 10% receive a response right now. #myblogu

— Anna Fox (@manifestcon) March 17, 2016

@manifestcon 1 or all of these 3 things: They have actually read my blog / have already connected with me / professional. #myblogu

— Cendrine Marrouat (@cendrinemedia) March 17, 2016

2. *GOOD* examples of influencer outreach emails

Here are two examples that actually accomplishes the above task perfectly: These emails are great action triggers making them almost impossible to forget or avoid.

2.1 Timely and generous offer (without asking anything in return)

Immediately after I wrote this article, I got an email from @SEMrush community manager notifying me that they extended my PRO subscription and also giving me heads-up on the features they are working on that would help solve the problem I discussed in the actual article:

And I didn’t even mention them in my article. Nor did they ask for a link or share… I was so excited that I went ahead and shared this email on Facebook noting that I love the features. And this, I guess, is my second article since then mentioning that awesome email.

@myblogu They have the right, Give, Give and Give again approach #myblogu

— Phil Turner (@The5Currencies) March 17, 2016

It works!

I think one way to really show gratitude is to offer something unsolicited. #myblogu

— Cendrine Marrouat (@cendrinemedia) March 17, 2016

2.2 Fixing the author mistake (in a good way)

I blog on hashtags a lot and I was very amused to receive this email enlightening me on how Tumblr hashtags work:

Unless the influencer has an unreasonably huge ego, they will appreciate this email and will make sure to correct their factual mistakes adding links and explanations from the email. This is actually a great example of properly building connections while adding value to the web!

Do you have more tips on successfully reaching out to influencers? Please share!

Don't waste their time. They are busy. Show that you have read their content, leave comments on their posts… #myblogu

— Cendrine Marrouat (@cendrinemedia) March 17, 2016