Crafting an influencer email pitch can be daunting, especially if you’re new to the scene and aren’t sure where to start!
For some of you, this may be your first collaboration EVER (congrats if it is!). For others, you might just be looking for ways to add a bit more pizzazz and conviction to your pitch so that brands can’t do anything but say yes to you.
And some of you might still be skeptical about influencer marketing being relevant at all anymore.
And to you, I want to highlight this key stat: In 2021, influencer marketing is expected to be worth around $13.8 BILLION.
Talk about an insane amount of money!
Alright, let’s get to the reason you’re here…crafting an influencer email pitch to brands for collaborations and partnerships!
1. Know Your Audience
Before you even think about reaching out to a brand, you need to know who your audience is and why you think the brand you want to pitch to is relevant to them.
Part of being a great influencer isn’t posting products just for the heck of it — it’s featuring things that you know your followers would genuinely be interested in, thus building trust and (hopefully) increasing brand traction for those collaborations you do end up taking.
Take some time to not only see who your typical followers are (you can do this by looking at your audience insights and finding out their age, location, etc.), but see who is also regularly interacting with your content. That will give you a glimpse into who your audience is (and it might be completely different from what you originally thought).
2. Evaluate the Brand Fit
Now that you know who your audience is (and isn’t), it’s time to take a deeper look at the brand. This is key for creating an influencer pitch as it allows you to hone in on why the partnership is good for you AND the brand.
Ask yourself the following:
- Do they stand for the same values as you?
- Is there a specific product you want to highlight?
- Do their products fit into your audience’s lifestyle?
- Do you notice any similarities between their social media followers and yours?
Conduct a thorough evaluation and write down some key points so that you can use these in your influencer pitch email.
3. Develop a Media Kit
Media kits are a great way to share a lot of information about you without needing to take up a bunch of space in an email.
Canva offers some great options that you can customize to fit your own style and branding.
Be sure to include information about how many followers you have on various channels, what your niche is, engagement rates, and so on.
You may also choose to add pricing here, though keep in mind this may turn off some brands right away. I always find it better to negotiate and get a conversation going if your rates are somewhat flexible (especially if you are reaching out to a brand you really want to work with).
4. Find the Right Contact to Email
This part can be a bit tricky, but with a little help from LinkedIn, you should be able to find the person that you need to reach out to. Typically, you’re looking for a social media manager, influencer manager, digital marketing manager, or sometimes a public relations manager.
From there, you can search Google by typing “[NAME]” email address. This trick doesn’t always work, but it’s definitely worth a shot to see if you can find their direct email.
If your influencer pitch email does end up having to go to something generic, you can still address it to the person you found.
5. Make Your Subject Line Stand Out
Rather than go the traditional route of writing “Influencer Looking to Partner With You”, I recommend trying something with a little more flare.
Think about what makes you stand out. This could be your engagement rate, your photography, your followers, or something else. Whatever it is, use that to your advantage and highlight it in the subject line.
The entire goal here is to get the recipient to open your email.
Once they do that, you can wow them with the rest of what you have to offer in the email body.
6. Craft the Body of Your Influencer Pitch
To start, be sure to address the person that you found as the correct contact for this type of thing. I say first names are okay given you want to build a collaboration with these people and work together.
Having been on the side of figuring out which influencers to work with, I can tell you that conversational emails are so much better than the super formal ones that look like they came straight out of a copy-and-paste document.
Now, I’m not saying you should be extremely informal, but what I am saying is it’s okay to talk to the person like you’re interested in getting to know them better and how you can both come out of this situation feeling like a million bucks.
Another note — keep your email concise. Use bullet points to highlight key points and then let your media kit do the talking for the specifics.
The key to crafting the body of the influencer email pitch to brands is to show them that working with you is nothing but beneficial for them.
This is the moment where all the steps we covered come together to paint a beautiful picture of what you have to offer.
I’m including examples in the next step so that you get those brain juices flowing!
7. Put it All Together — Template to Get You Started
Subject Line: My Followers Have Messy Houses and NEED Your Product
I’ve been a [INSERT BRAND NAME] customer for years and can’t tell you how much it has helped me keep my house clean in the midst of all the chaos I deal with on a daily basis (kids, pets, husband… shhh I didn’t say that last one).
I’ve been receiving a lot of questions from my followers lately about how I keep my house clean, and that inspired me to reach out and see how we could work together!
I currently have [#] of followers who are highly engaged (#% is my average), and their audience demographics seem to fit in with who your ideal target audience is: [LIST DEMOGRAPHICS AND CHARACTERISTICS].
Would you be open to brainstorming some ideas for content I could potentially create for your brand? My fees are negotiable and I give all brands I work with access to the final images I create — the only thing I ask in return is to be provided attribution.
I’m also attaching my media kit for reference, and you can find my social handles listed in my signature.
Looking forward to hearing from you soon!
So there you have it — 7 steps for crafting an influencer email pitch to brands. Be sure to check back for more influencer content and let me know in the comments below if you reached out to a brand after reading this post! I always love to hear from y’all.
Check Out Our Other Side Hustle Content
- 37 Best Side Hustles From Home
- How to Start a Side Hustle: 7 Tips for Success
- Make Money on Reddit: 7+ Subreddits for Side Hustles
Author Tidbit: Tori has five years of experience working in influencer marketing at the agency level, managing campaigns for some of the most well-known brands in the country.