Stepping into the arena of influencer marketing is like walking into a cocktail party, where the right introduction can turn a stranger into an ally. A well-targeted proposal, appealingly presented, is essential. Remember, everyone despises spam, so avoid sounding like it. The initial pitch is your opportunity to make a first impression and demonstrate authenticity. Don't trivialize this task as mundane or repetitive; instead, treat it as a unique chance to "fall in love at first sight.”
Drawing from my experience of sending thousands of customized email pitches, I've distilled six practical principles to help you craft an effective pitch that significantly enhances open rates.
Don’ts in Influencer Marketing Email Pitches
Avoid Starting With "Who You Are" and "What You Want":
Starting your pitch focused on yourself can feel spammy or pushy. While it's essential to introduce yourself, keep it brief. Shift focus to the influencer, presenting what you offer them. Remember, genuine engagement begins when the influencer sees value in your proposal (meaning: it has to be about them, not you!)
📌 Prioritize using pronouns like “you,” and reference the creator's name, social media handle, and related content links/titles.
Eschew Long, Wordy Emails:
A high-quality pitch is concise yet informative. The initial pitch is simply asking permission for further conversation. Be polite, respectful, and engaging, without overwhelming. The goal isn't to close the deal in one email, but to pique interest for future discussions. Keep the nitty-gritty for round two.
Don't Lose Sight of Concrete Points: Maintaining conciseness in your message should not result in vague or idealistic sentences. Professional content creators value realistic, actionable pitches over overblown promises. To put it simply, keep it real and avoid sounding like a snake oil salesman.
Dos in Influencer Marketing Email Pitches
Explain How and Why You Chose Them: Expressing how you discovered the influencer and why you're interested in them creates familiarity. Whether you enjoyed their latest content or their overall style, they'll appreciate knowing your pitch is personalized.
Present Your Story and Intent Concisely: When introducing your business, limit your pitch to 3 sentences. Think of this like showing off a finished vase after a pottery class; you're presenting the polished end product, not the laborious process. You want to spark their curiosity without overburdening their time.
Incorporate Testimonials Subtly:
While it's tempting to conclude with a "call to action," it's often overused. Instead, subtly weave in testimonials or past collaborations through hyperlinks. These visually engaging pieces act as proven evidence of your work, subtly reinforcing your brand's credibility.
Crafting an influencer marketing email pitch mirrors the time-tested art of the elevator pitch - the goal is to stand out, resonate and form connections within fleeting moments. When you master the art of balancing the informative with the intriguing, and the concise with the compelling, you're not just making a pitch, but setting the stage for a mutually beneficial relationship.
Here's to making connections that count and making your mark in the inbox. Cheers!🥂
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