How to Combine Influencer Marketing with Email Marketing

Téa Liarokapi

Téa Liarokapi is a Senior Content Writer for Moosend, an email marketing and marketing automation platform, and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas — and cats — to play with.

With influencer marketing, marketers refer to a strategy that aims to promote their brand through the social media account of people who can “be of influence” to others. This includes — but is not limited to — actors, authority figures, or even celebrities that have a large social media following and a robust online presence that pleases their audience.

And here are the results:

Influencer Marketing Effectiveness Stats
Source: Mediakix

This comes down to a very simple explanation: when an influencer promotes a product or a service, people experience what marketers refer to as “social proof”. One of the people they admire loves a product. Therefore, they’ll love the product.

However, despite the apparent benefits of influencer marketing strategy, there’s a lot to keep up with regarding influencer marketing trends since there’s territory that hasn’t been explored yet. And one of the aspects of that is combining email marketing and influencer marketing.

Now, I’m sure you’re all about using email marketing to boost your reach in your niche, build trust and authority, and increase brand awareness, which is all possible using reviews, influencer stories, and UGC, amongst other things.

But let’s get into a little more detail.

Email Marketing: The Benefits and Types of Emails You Need

Undeniably, email marketing is one of the best ways to reach your audience, as well as one of the most cost-effective. A beautifully written email with just the right amount of personalized copy, spot-on visuals, and segmented content is what every marketer is after.

And email marketing platforms themselves are pretty well-developed, up to the point where marketers seek not just tools that will offer better content, a beautiful template, and some catchy and attractive imagery. 

An all-in-one email marketing solution with better deliverability, interactive and engaging features, an easy email editor, and advanced segmentation options is what most marketers are after.

Influencer Marketing ROI

Is this ROI impressive? Sure. But is it possible if you only send out emails and pray for the best without knowing what emails you need to send?

The answer to that would be no. So, let’s see what emails you need first.

The Welcome Email

The first one of the bunch would be a welcome email. Typically, they look like this:

Welcome Email
Source: Moosend

And they aim to help brands showcase themselves and the type of communication they will have with their prospects and subscribers. A welcome email is typically sent right after a user subscribes to a brand’s newsletter, and they’ve got pretty high conversion rates.

Welcome emails are highly engaging, easy to combine with your social media, increase customer loyalty, and gather a lot of data to help you segment and personalize your next email marketing campaigns.

Emails for Special Offers and Contests

This one is pretty self-explanatory. An email that notifies users of special offers and contests can be one of the most engaging and is undoubtedly an arrow in a marketer’s quiver that they will use.

Special Offer Emails
Source: Famous Footwear

Those emails work beautifully with social media announcements, and their content is one of the most engaging, especially if the subject line matches the body copy. 

These emails are famous for helping with increasing sales, lead generation, and engagement.

Pro tip: Make sure to use a subject line tester to see how your email fairs out against others in your niche, and create an email your users will have fun with, with engaging elements like GIFs and videos.

Newsletters

Here’s what we call a newsletter here at Moosend:

What is a newsletter? (Moosend)
Source: Moosend

A newsletter, in simpler terms, is probably the most important email you’re going to send, as it contains everything your brand creates, curates, and, eventually, wants users to know about.

Newsletters nurture relationships and maintain the dialogue active on both sides:

Newsletter Example
Source: Zeus Jones

Newsletters increase brand awareness and website traffic and can keep you top of mind. They work almost like that touch base phone call with an old friend you haven’t seen in a while, and they can gently lead users further down the sales funnel with zero friction.

Cart Abandonment Emails

An essential email sequence to have cart abandonment emails are those automated emails sent after a user abandons their purchase.

Cart Abandonment Emails
Source: Rudy’s

They aim to have prospects take another look at the items they left back, and they’re encouraging them to proceed with the purchase, usually by incentivizing the effort and offering an extra discount, free shipping, or some upsell/cross-sell opportunities. They can do wonders for your conversion and boost your revenue drastically.

Confirmation Emails

A confirmation email is necessary and shows the user that you’re not a fraud by confirming that their actions on your website were legitimate.

Confirmation Emails
Source: MeUndies

It’s normally sent after the user has completed a purchase, and they usually contain a receipt or a “Congrats! You’re in!” message if sent after an online sign-up.

Since a confirmation email is sent because of one of the user’s actions, it can generate more opens, clicks, or exposure. That is not to say that there are no frauds. According to Forbes, you should look for signs like the sending address, to make sure that these emails are not sent by scammers.

But now, let’s assume that you’ve created the email sequences above and you’re very happy with your flows and content. What should your next step be?

How Can You Combine Your Emails With Influencer Content?

First of all, you need to find the right influencer and make sure to look through all the trending Instagram hashtags that cover your business and describe the solution you offer. 

Your influencer needs to be in tune with your brand because this is the only way their audience will be interested in your product and service.

Find the right influencers for your brand with the HypeAuditor Influencer Discovery among 25M+ accounts.

After you’ve found the influencer that best works with your product, go ahead and create email sequences that work beautifully with what you’re trying to achieve.

Create Reviews

We all know how important customer feedback and reviews can be for a business. An email campaign that contains customer feedback can perform way better than one that doesn’t, as users always look for reviews before purchasing anything.

Positive Review Statistics
Source: TrustPulse

As you can see, almost half of your audience will need nothing less than a stellar review before they use your product. So, what better email to add to your email sequence than one that shows influencers reviewing your product?

An influencer posing as a customer giving feedback is one of the best ways to appear trustworthy and show how valuable your product is.

Email with customer reviews
Source: Eight Sleep

Eight Sleep’s email does that beautifully. By choosing athletes and fitness instructors to talk about their product, they create peer reviews that matter from people already considered authorities in their field.

Combine this with a social media post that will be talking about these reviews — either on your social media pages or the influencers’ pages, and you’ll see how it’ll boost your credibility and overall engagement.

Use Influencer Stories to Your Advantage

Influencer stories are one of those marketing trends that are here to stay. And with good reason, as we’re talking about a video that provides specific, highly convertible content.

Of course, video is a highly convertible medium in the first place. So, imagine what can happen when an influencer talking about their experience with your brand can do for your email marketing campaign.

Including influencer stories in your email marketing campaigns can boost engagement, especially if they’re genuine and authentic. The point of including influencer stories and videos into your email marketing campaigns is to allow them to create a testimonial video about your product through their own experience. This will create high levels of engagement and, when shared around social media, will bring more traffic and, in the end, revenue.

Make Meaningful Collaborations

An influencer can be anyone if you know where to look. This can be a blessing or a curse, depending on what you’re looking for and how dedicated and committed you are to creating great content.

Your influencers can offer some incentives, or host giveaways and give prizes to those making purchases, offer special discounts or even a shoutout, free shipping, and so on. But are these meaningful, or could they be potentially harmful when it comes to influencer collaborations?

You could go like this:

Building collaborations
Source: Bite

As you can see in this example, there are no influencers. Or rather, there are influencers you wouldn’t expect. 

An influencer could be a magazine, a blog, or even a brand complementary to yours. This is why you need to research, use social listening tools, and use AI and machine learning to make data-driven decisions regarding the email content you’re going after and the collaborations that would benefit you.

And let me tell you another thing here. See this?

Customer reviews as a form of user-generated content
Source: Bite

This is UGC in the form of reviews. Use your users like you would use influencers. Offer something in exchange for a review, a social media shoutout, or an Instagram story. 

Everyone loves being a brand ambassador and having brands give them credit for their opinion. This boosts loyalty and prepares the customers for a digital customer loyalty program with special benefits.

Even more than that, it shows that the brand cares so much about the customers’ opinion that they use their content in tandem with influencer content. And that’s a really cost-effective way to show how much your customers’ reviews mean to you.

The Different Types of Influencers

Since we’ve got the different types of emails and ways you can incorporate influencers into your email marketing campaigns, let’s say a thing or two about influencers themselves.

There are three main tiers of influencers you can work with:

  • The micro-influencers. They’re the ones whose audience is no more than 100,000 followers. They’re usually considered an authority in their niche and are very effective if your product is very specific and attracts a certain crowd, and your budget is limited.
  • The mid-level influencers. Their audience is more than 100,000 but less than, say, 10 million. They’re known for their activities around the web, as their perfect implementation of blogging strategies or their fantastic podcasts. They tend to be authorities, but in more general things, like “marketing strategies” in general, not “blogging marketing strategies” in particular. This makes their services more expensive, but their audience more diverse — while still niche — and your reach greater.
  • The mega influencers. They are those with more than 10 million followers and have achieved fame status. Mega influencers are not niche or considered authority figures, but they’re super popular. The budget you’ll need to collaborate with them is very high, but you’ll need to consider them if you need your brand awareness boost to be very high in as little time as possible.

Deciding on the type of influencer you need should be easy once you have all of the specifics down in your marketing plan and once you’ve studied your goals. Check your budget first and your objective after that.

If you’ve got a limited budget, but you want your brand to be noticed by as many people as possible, maybe mid-level influencers would be a great addition to your PR plan. They’re more cost-effective than mega influencers but less niche than micro-influencers, so they’d work just fine.

How to Measure the Success of Your Influencer Email Campaigns

It’s time to get a bit more technical here and see what metrics you need to use to determine the success, or failure, of your influencer email marketing campaigns.

Email marketing aims to boost your revenue, optimize your conversion, and have the user take a specific action. And the reason it’s so popular is that the results of email marketing are measurable.

Pinpoint Your Metrics

So, first of all, you’ll need to measure metrics that are meaningful to your marketing plan. For example, a great open rate means nothing if you aim to sell. Generally speaking, the most popular metrics are:

  • The open rate
  • The click-through rate (CTR)
  • The bounce rate
  • The unsubscribe rate
  • The email sharing rate
  • The revenue per campaign/subscriber/email opened

Of course, to be able to determine which one of those metrics you’d consider a “vanity metric” when measuring your campaigns’ performance, you need to set goals. 

Be SMART

Of course, goal-setting is not something to be taken lightly. You need SMART goals. More specifically:

SMART Goals Explained
Source: The Coaching Tools Company

These goals will allow you to figure out what you want and what you’re aiming to achieve with your campaigns. Not to mention that they can help you clarify the types of email campaigns you can set and the social media content you’ll include in them.

The Key Takeaways

Influencer marketing can happen anywhere, and influencers are no longer just for social media. Marketing strategies, platforms, and methodologies are constantly mixed together to create unique combinations that work for each brand.

Just make sure to combine the right strategies and find the influencers that can target your audience and engage them as nobody else can. That way, you’ll have a cost-effective procedure that will work for you and will engage your audience like a charm.

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