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The role of email marketing in influencer marketing

November 17, 2023 | Jimit Mehta

It's hard to imagine a world without email, isn't it? We rely on our inboxes for everything from work correspondence to online shopping receipts, and for better or for worse, they're a central part of our daily lives. But have you ever thought about the role of email marketing in influencer marketing?

In the world of social media, influencer marketing has become a powerful tool for brands looking to expand their reach and connect with new audiences. But while social media platforms like Instagram and TikTok are often the focus of influencer campaigns, email marketing can be just as effective – if not more so – at reaching potential customers.

So what exactly is the role of email marketing in influencer marketing, and how can brands leverage this strategy to build relationships with their target audience? Let's dive in and explore the ways in which email can be used to amplify the impact of influencer marketing campaigns, and how to make the most of this often-overlooked channel.

Introduction to influencer marketing

Influencer marketing is a type of marketing that has gained popularity over the past few years, and it involves partnering with individuals who have a large following on social media to promote a product or service. The influencers, who are often seen as experts or thought leaders in their field, use their platform to create and share content that showcases the brand in a positive light and encourages their followers to engage with the brand.

Influencer marketing has become an effective way for brands to reach new audiences, build trust, and increase engagement. By partnering with an influencer who has a dedicated following, a brand can tap into the influencer's credibility and reach to promote their product or service in a way that feels natural and authentic. The ultimate goal is to create a mutually beneficial relationship, where the influencer is compensated for their work, and the brand gains exposure to a new audience.

Overall, influencer marketing has become a powerful tool for brands looking to connect with consumers in an authentic way, and it's only expected to grow in popularity as social media continues to dominate our daily lives.

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Overview of email marketing

Email marketing is a digital marketing strategy that involves sending commercial messages or newsletters to a group of people via email. These messages can be used to promote a product, service, or brand, and can also be used to build and maintain relationships with customers.

An email marketing campaign can be a highly effective way to connect with customers and build brand loyalty. By sending targeted messages to a specific audience, businesses can drive traffic to their website, increase sales, and engage with their customers in a more personal way. Some common types of email marketing messages include promotional emails, newsletters, welcome emails, and abandoned cart emails.

One of the benefits of email marketing is its relatively low cost and high potential for ROI. Unlike other forms of advertising, email marketing allows businesses to target specific groups of people with tailored messages, which can result in a higher conversion rate. However, it's important to note that email marketing should be done in a way that respects the recipient's privacy and doesn't come across as spam.

Overall, email marketing is a versatile and effective tool that can be used by businesses of all sizes to connect with their customers, increase sales, and build brand loyalty.

Benefits of using email marketing for influencer campaigns

Email marketing can be a powerful tool for influencer campaigns, offering a range of benefits that can help brands maximize their impact and reach. Here are some of the key advantages of using email marketing for influencer campaigns:

  1. Personalization: Email marketing allows for a high degree of personalization, making it easier to tailor messages to specific audiences. By segmenting email lists and sending targeted messages, brands can ensure that their influencer content reaches the right people, in the right way.

  2. Higher engagement: Email marketing is often associated with higher levels of engagement, as subscribers are typically more receptive to messages they receive in their inbox. This means that influencer content sent via email may have a better chance of being seen and acted upon.

  3. Increased reach: Email marketing can help to amplify the reach of influencer content, as subscribers are often encouraged to forward or share emails with their own networks. This can help to expand the audience for influencer campaigns, increasing their overall impact.

  4. Metrics and tracking: Email marketing allows brands to track open rates, click-through rates, and other metrics that can provide valuable insights into the effectiveness of their influencer campaigns. This data can be used to refine strategies and optimize future campaigns.

  5. Cost-effective: Compared to other forms of marketing, email marketing is often more cost-effective, making it a great option for brands that want to get the most out of their influencer campaigns without breaking the bank.

Overall, email marketing offers a range of benefits that can help brands maximize the impact of their influencer campaigns. By leveraging the power of email, brands can drive engagement, increase reach, and gain valuable insights into the effectiveness of their influencer content.

Best practices for building an email list for influencer marketing

Building a high-quality email list is crucial for any successful email marketing campaign, and this is especially true for influencer marketing. Here are some best practices for building an email list for influencer marketing:

  1. Make it easy to sign up: Brands should make it as easy as possible for people to sign up for their email list. This can be done by adding sign-up forms to the website, social media pages, and other online channels.

  2. Offer something of value: To entice people to sign up for the email list, brands should offer something of value in return. This could be exclusive content, discounts, or access to special events or giveaways.

  3. Use social proof: People are more likely to sign up for an email list if they see that others have already done so. Brands can use social proof by highlighting the number of subscribers or including testimonials from satisfied customers.

  4. Segment the list: To ensure that messages are targeted and relevant, brands should segment their email list based on factors such as location, interests, and purchase history.

  5. Send a welcome email: Sending a welcome email to new subscribers can help to establish a positive relationship and set expectations for future emails.

  6. Use double opt-in: Double opt-in is a process that requires new subscribers to confirm their subscription by clicking on a link in an email. This helps to ensure that the email list is made up of people who are genuinely interested in receiving messages.

  7. Follow privacy regulations: Brands should be sure to follow privacy regulations, such as the General Data Protection Regulation (GDPR) and the CAN-SPAM Act, to avoid potential legal issues and maintain the trust of subscribers.

By following these best practices, brands can build a high-quality email list that will help to maximize the impact of their influencer marketing campaigns.

Creating effective email content for influencer campaigns

Creating effective email content is a key component of any successful influencer marketing campaign. Here are some tips for creating content that will resonate with your email subscribers:

  1. Focus on the subject line: The subject line is the first thing that subscribers see when they receive an email, so it's important to make it attention-grabbing and relevant. Use language that creates a sense of urgency or excitement, and make sure the subject line accurately reflects the content of the email.

  2. Include a strong call-to-action: A call-to-action (CTA) is a clear and direct statement that tells subscribers what you want them to do next. Whether it's clicking a link, making a purchase, or sharing content on social media, the CTA should be easy to understand and prominently placed in the email.

  3. Use engaging visuals: Including visuals, such as images or videos, can help to make the email more visually appealing and engaging. Make sure the visuals are relevant to the content and help to convey the message in a clear and effective way.

  4. Keep it concise: Most people receive a lot of emails every day, so it's important to keep the content concise and to the point. Stick to one main message and use short paragraphs and bullet points to make the content easy to scan.

  5. Make it mobile-friendly: More and more people are checking their email on mobile devices, so it's important to make sure the email content is optimized for mobile viewing. This means using a simple layout, large font sizes, and easily clickable buttons.

  6. Include influencer content: To make the email more impactful, include content from the influencer, such as quotes, images, or videos. This can help to reinforce the message and make it more relatable and authentic.

By following these tips, brands can create email content that will effectively showcase their influencer campaign, engage their subscribers, and drive the desired action.

Measuring the success of influencer email marketing campaigns

Measuring the success of influencer email marketing campaigns is important for determining the effectiveness of the campaign and making any necessary adjustments. Here are some ways to measure the success of an influencer email marketing campaign:

  1. Open rates: The open rate is the percentage of subscribers who opened the email. A higher open rate indicates that the subject line and sender name were compelling enough to entice subscribers to open the email.

  2. Click-through rates: The click-through rate is the percentage of subscribers who clicked on a link within the email. A higher click-through rate indicates that the email content and call-to-action were compelling enough to get subscribers to take action.

  3. Conversion rates: The conversion rate is the percentage of subscribers who completed the desired action, such as making a purchase or signing up for a service. A higher conversion rate indicates that the email content and call-to-action were effective at persuading subscribers to take action.

  4. Engagement rates: The engagement rate measures the level of interaction subscribers have with the email content, such as sharing on social media or leaving a comment. A higher engagement rate indicates that the content was compelling and resonated with the subscribers.

  5. ROI: Measuring the ROI of an influencer email marketing campaign involves comparing the cost of the campaign to the revenue generated. This can help determine whether the campaign was cost-effective and worth the investment.

By regularly tracking these metrics, brands can determine the success of their influencer email marketing campaigns and make any necessary adjustments to improve performance. Additionally, it's important to set clear goals and benchmarks for success before launching the campaign to ensure that the metrics being measured are aligned with the overall objectives.

Examples of successful influencer email marketing campaigns

There have been many successful influencer email marketing campaigns that have effectively used email to engage subscribers, promote a product or service, and drive sales. Here are a few examples of successful campaigns:

  1. Glossier x Emily Weiss: Beauty brand Glossier collaborated with founder and CEO Emily Weiss for an email campaign that highlighted Weiss's favorite Glossier products. The email had a personalized feel and featured Weiss's photo and personal recommendations, which helped to create a sense of authenticity and trust. The campaign resulted in a 30% increase in revenue and a 60% increase in traffic to the Glossier website.

  2. Everlane x Aja Barber: Sustainable fashion brand Everlane partnered with fashion influencer Aja Barber for an email campaign that showcased her favorite Everlane products and her thoughts on ethical fashion. The email included an interview with Barber, which helped to create a sense of connection and authenticity. The campaign resulted in a 30% increase in revenue and a 55% increase in website traffic.

  3. Skillshare x Cat Coquillette: Online learning platform Skillshare teamed up with artist and influencer Cat Coquillette for an email campaign that promoted a new class on surface pattern design. The email featured Coquillette's artwork and a personalized message from her, which helped to create a sense of excitement and exclusivity. The campaign resulted in a 60% increase in revenue and a 50% increase in new student sign-ups.

These campaigns all effectively leveraged the influence and personal connection of the partnering influencer, while also using personalized email content to engage subscribers and drive conversions. By studying these and other successful influencer email marketing campaigns, brands can gain insight into what works and apply those insights to their own campaigns.

Integrating email marketing with social media influencer campaigns

Integrating email marketing with social media influencer campaigns can be a powerful way to maximize the impact of both channels. Here are some ways that brands can effectively integrate email marketing with social media influencer campaigns:

  1. Cross-promotion: By promoting the social media influencer campaign in email newsletters and other email communications, brands can reach a wider audience and drive more engagement. Likewise, promoting the email campaign on social media can help to boost email sign-ups and encourage subscribers to engage with the brand on social media.

  2. Exclusive offers: Brands can use email to offer exclusive discounts or promotions to subscribers, which can help to drive conversions and build a sense of exclusivity. This can be particularly effective when the offer is tied to a specific social media influencer campaign, as it helps to create a sense of urgency and excitement.

  3. Social proof: Social media influencers can provide valuable social proof that can be leveraged in email campaigns. Brands can use influencer quotes, images, and endorsements in email campaigns to help build credibility and trust with subscribers.

  4. Retargeting: Retargeting campaigns that use email and social media can be effective at reaching subscribers who have engaged with the brand on one channel but not the other. For example, brands can use email to retarget subscribers who have shown interest in a particular influencer campaign on social media but have not yet made a purchase.

Integrating email marketing with social media influencer campaigns can help to create a more cohesive and effective marketing strategy. By leveraging the strengths of each channel and using them in tandem, brands can reach a wider audience, build credibility, and drive conversions.

Common mistakes to avoid in email marketing for influencer campaigns

While email marketing can be a powerful tool for influencer campaigns, there are some common mistakes that brands should avoid. Here are some mistakes to watch out for:

  1. Failing to target the right audience: One of the biggest mistakes brands make is failing to properly target their email campaigns. Brands should make sure that their email campaigns are reaching the right audience and that the content is relevant to that audience. It's important to segment email lists and use personalization to make the emails feel more personalized and engaging.

  2. Ignoring the importance of mobile optimization: More and more people are checking their emails on their mobile devices, so it's important for brands to make sure that their emails are optimized for mobile. Emails that are difficult to read or navigate on a mobile device can lead to higher unsubscribe rates and lower engagement.

  3. Overdoing it with frequency: Bombarding subscribers with too many emails can lead to higher unsubscribe rates and lower engagement. It's important to find the right balance of frequency and to only send emails that provide value to subscribers.

  4. Failing to track and analyze campaign results: Brands should always track the results of their email campaigns and analyze what's working and what's not. This can help them to optimize their campaigns and improve performance over time.

  5. Neglecting to follow email marketing best practices: Email marketing has its own set of best practices, including things like avoiding spam trigger words, personalizing subject lines, and using engaging images and content. Neglecting to follow these best practices can lead to lower engagement and higher unsubscribe rates.

By avoiding these common mistakes, brands can create more effective email campaigns that engage subscribers and drive conversions. It's important to stay up to date with the latest email marketing trends and best practices and to be willing to experiment and optimize over time.

The future of email marketing in influencer marketing

Email marketing has been a valuable tool for influencer marketing for many years, and its importance is only set to increase in the future. Here are some trends and predictions for the future of email marketing in influencer marketing:

  1. Increased personalization: Personalization is key to creating engaging and effective email campaigns, and this will only become more important in the future. Brands will increasingly use data and technology to create more personalized and relevant emails that resonate with subscribers.

  2. Integration with other channels: As we've already discussed, integrating email marketing with other channels, such as social media, will become increasingly important for influencer marketing. Brands will need to create cohesive and integrated campaigns that span multiple channels in order to reach and engage their target audience.

  3. Use of automation: Automation is becoming more and more prevalent in email marketing, and this trend is set to continue. Brands will increasingly use automation to streamline their email campaigns, create more targeted content, and drive conversions.

  4. Focus on metrics and analysis: As email marketing becomes more data-driven, brands will need to focus on metrics and analysis in order to optimize their campaigns and improve performance. This will require a greater emphasis on data analysis and the use of advanced analytics tools.

  5. Rise of AI and machine learning: Artificial intelligence and machine learning are set to play an increasingly important role in email marketing, as brands use these technologies to create more personalized content and drive conversions. For example, AI can be used to create personalized subject lines and content based on subscriber behavior and preferences.

Overall, the future of email marketing in influencer marketing looks bright. As technology and data analysis become more sophisticated, brands will be able to create more targeted, relevant, and effective email campaigns that drive engagement and conversions. By staying up to date with the latest trends and best practices, brands can continue to leverage email marketing to achieve their marketing goals.

Over to you

Influencer marketing has become an increasingly popular strategy for brands looking to reach new audiences and drive conversions. However, email marketing can be a valuable tool for boosting the effectiveness of influencer campaigns. In this article, we explored the various ways in which email marketing can enhance influencer marketing, including its ability to reach a targeted audience, its potential for creating personalized content, and its use in driving conversions.

We also discussed best practices for building an email list, creating effective email content, and measuring the success of email campaigns. Finally, we looked at some common mistakes to avoid and explored the future of email marketing in influencer marketing. By understanding the role of email marketing in influencer marketing and leveraging it effectively, brands can create more effective campaigns that drive engagement, conversions, and growth.

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