How to build influencers’ outreach

When it comes to approaching an influencer, it all comes down to making a personal connection with them, and often sending them a direct message (DM) is the best first point of contact. Here are some helpful DM templates to get you going, and remember to make them as unique as possible for each of your influencers.

Generic Collab DM Template

Hey [insert influencer name],

My team and I loved your recent post regarding [insert description of related post]. We at [insert company name here] sell or provide [insert what you do/sell]. We would love to send some of our products your way so you can give them a try and share them with your audience!

If you’re interested, let me know! We’d love to hear from you.

-[insert your name here]

Brand Ambassador DM Template

Hey [insert name here],

We’re getting ready to launch a new marketing campaign for our [insert product here] and would love for you to become a brand ambassador for our company, [insert company name here]! We really loved your post on [insert a reference to a topic they post about], and would like to talk more in depth with you about our brand and how you could partner with us.

If you’re interested, please send me an email at [insert email here].

We’re looking forward to you joining our team!

[insert your name here]

Giveaway Collab Pitch DM Template

Hey [insert name here], 

We really liked your [insert topic] content and thought you would enjoy our [insert company name and products]. We would love to send you a package of our products for you to try out. If you’re interested, we would love for you to host a giveaway for your followers! Let me know and I’d be happy to chat with you over the details!

Thanks!

[insert your name]

How to word the first influencer collaboration email:

Subject line: (Influencer Name), Let’s Work Together!

Hi (Influencer Name),

My name is (name), I work for [name of the brand].

I’ve been following your profile at (social media name) for quite a while now, and I’m impressed. Your content is great and your ability to provide value is simply amazing.

Is there any way we could start a relationship and work together?

We have a product that we think your followers will love. Would you be willing to test and review (product name)?

Please reply if interested.

Warmest regards.

Why this template is good: it’s friendly and gets straight to the point. Be sure to know what you’re talking about in your email. If you say you have been following the influencer’s profile for some time, it is better to be true. Also, note that this influencer outreach email subject line includes their name.

Influencer Outreach Email Template II: Someone Introduced You

Hey (Influencer Name),

My name is (name) and I’m a friend of (mutual connection’s name).

He/she mentioned you recently when I talked with him about (marketing, promotion, social media, etc.). I became interested in your experience as an influencer because I think we can collaborate. (Mutual connection’ name) told me to get in touch with you and ask if you’re interested.

Would you be willing to consider this opportunity?

Regards,

Why this template is good: It has a friendly and open tone. It grabs the attention of the reader by mentioning the mutual connection right away

We Share a Passion/Interest

Hey (Influencer Name),

I’m (name),from (brand name).

We’ve been following your (blog, social media profile, etc.) for 6 months now and we’re thankful.

We share the same passion for sustainable living (or any other topic).

At (brand name) , we’re on the mission to encourage more people to live sustainably, so we thought that your followers would like our (product). We have package-free shampoo bars, reusable food wraps, environmentally-friendly deodorants (relevant characteristics of your products).

Would you like to test some? We’ll be happy to send them to you for free in exchange for a mention on your (blog, social media profile, etc.).

Please let me know what you think.

Regards,

Why this template is good: It has a friendly tone and conversational language style. It focuses on a mutual interest to attract attention. Please keep in mind these are recommendations. Be sure to add more details to personalize every influencer collaboration email.
Important! Follow up after a few days if you don’t get a response. Influencers are busy people, so there’s always a chance they simply missed your outreach email.

“I shared your video”

Hi [Name]!

This is [Name] from [Company]. I loved your recent video about [topic], especially [detail some specific feature you really liked from the video].

I just wanted you to know I shared your video on Facebook, and our customers loved it! Here’s a link to the post. It got me thinking—I bet a collaboration similar to that video would benefit both of us.

Do you have time this week for a quick chat?

Best regards;

[Name]

Why It Works: This succinct email shows that you follow the influencer and take the time to watch their videos. Plus, you already have done the influencer a good turn by sharing the post, and you can show them the engagement numbers on the post to make your point about the overlap in your target market and theirs.

Free sample

Hi [Name],

This is [Name] from [Company]. I saw your post the other day on our product, [product]. I really appreciate your amazing feedback, and I am so glad you are a fan!

In fact, because you are so passionate about our products, I wanted to offer you a free sample of our forthcoming [product].

If you’re interested, please let me know where I can send it!

All the best,

[Name]

Why It Works: The email above asks for nothing; it is literally just an offer of a free sample. A few positive outcomes are possible:

The influencer responds, accepts the product, and does nothing.

The influencer responds, accepts the products, and makes a post about it.

The influencer responds, and tentatively accepts the product and offers to post pending compensation.

Any one of these are good, even the first outcome where the influencer merely accepts the product without providing a return. Why? Because you are building a relationship. Later, you can pitch them, and there is a good chance they will be interested.

Feedback request

Hi [Name],

This is [Name] from [Company]. I enjoyed your recent [video, post, etc.] on [topic relevant to your product].

In fact, I’d really value your opinion on [product]. Can I send you a free sample to get your feedback?

Regards,

[Name]

Why It Works: This is another example of an influencer outreach email template that does not include a direct ask. But you can see how it could potentially lead to a post. And while you are asking for a favor (feedback), you are flattering your influencer’s ego by acknowledging their authority in your niche.

Hoping to Help

Hi [Name],

This is [Name] from [Company]. In your recent video reviewing [competitor’s product], I noticed you liked [feature], but were disappointed by [problem with product].

We actually offer [competing product], which solves this problem by [novel solution]. I’d love to send you [product] for free so you can check it out for yourself. If you’re interested, please let me know where to send it.

Thanks so much,

[Name]

Why It Works: Once again, there is no direct ask, but you probably do not need one. Why? Chances are good the influencer will recognize that the value you are offering with your solution is worth sharing with their followers. In fact, their followers may even have asked them if they know of a product that solves the problem they identified in their video. Now they can share that solution.