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Written by Influencer & Digital Marketing Expert, Shane Barker
How to Integrate Influencers Into Email Marketing
Influencer marketing is changing the way brands are promoting themselves. Today, they leverage social proof to influence the decisions of their target audiences.
This is done through influencers, who are social media personalities with massive fan-following. While influencer marketing itself is effective and can give nearly an 18x ROI, you can combine it with other forms of marketing too.
Email marketing is a great standalone marketing method. For every $1 invested in it, you can get returns of up to $43. However, it is possible to improve your results from email marketing by combining it with influencer marketing.
The power of influencers can be used to captivate the attention of those reading your emails. Here’s how you can integrate influencers with email marketing.
1. Ask Influencers to Create Content
You can execute your email marketing campaigns just the way you do your influencer marketing campaigns. All you need to do is find reliable and genuine influencers from platforms such as Influence.co and get in touch with them.
Alternatively, you can post your campaign on the platform, and interested influencers can apply to it. This way, you’ll know which influencers are genuinely interested in partnering with you.
Image via Influence.co
Provide them with your products or services and encourage them to review them. You can then ask them to create high-quality content for you and give them complete creative control over it.
When they come up with such genuine content, their followers will not feel like they’re being targeted by brands aggressively. When their followers see them recommending your products, they may be motivated to buy from you. All you need to do is integrate the influencer’s content into your emails and send it to your email list.
2. Add Links to Influencer’s Content in Your Emails
Most influencers are active on social media and their blogs, and very few may be able to help you with email marketing directly. However, you can make your emails more trustworthy and engaging by including links to your influencer’s content in them.
All you need to do is come up with catchy content in your emails and link it to your influencer’s content. This will pique the curiosity of your audience and prompt them to open the link. The content could be a sponsored post where the influencer recommended your brand or products. This will push your audience to purchase from you.
3. Add Images of Influencers
Influencers are experts at creating stellar visual content, and images can engage your subscribers more than textual content. You can leverage this content to make your emails more attractive and authentic.
You can collaborate with influencers and ask them to create high-quality content that features them. The images could show them using your products in their day-to-day lives. This works as a testimonial for your products and makes your message even more genuine.
4. Send Emails to Promote Influencer’s Content
When you’ve partnered with an influencer on social media or their blog, you should try to promote their content too. You can send out an email to your subscribers with excerpts from the influencer’s post and ask them to check it out.
Not only will the influencer’s content pique the curiosity of your subscribers, but this will help strengthen your relationship with the influencer too. When you promote their content, they’ll benefit from greater publicity, and some of your subscribers may follow them too. The added reach and engagement will help your campaign as well.
5. Measure Influencer’s Popularity and Influence
Email marketing gives you an incredible amount of analytics based on which you can figure out if the campaign succeeded or not. When you integrate influencers into your email marketing campaign, you can use these analytics to find out the effectiveness of your influencers.
When you add an influencer’s post to your email or add their content to it, you can test if there is any change in your open rate or click-through rate. Similarly, you can do this for multiple influencers and see which ones are able to give you the best open and click-through rates. This way, you’ll be able to test their popularity and influence.
6. Increase Your Subscriber List Through Influencer Marketing
While you can use email marketing to boost to your influencer marketing campaigns, the vice-versa is also possible. You can use the power of your influencers to increase your email subscriber list.
When influencers collaborate with your brand, they can invite their followers to subscribe to your email list. They can even lead by example and subscribe to your email list and put up a review which explains why it’s worth subscribing.
Yet another innovative method of getting people to subscribe to your email list is by asking an influencer to host a contest. To join the competition, they can ask their followers to subscribe to your email list.
Just make sure that the prize for the contest is valuable enough to the influencer’s followers. This will motivate them to take action, and help you increase your subscriber list.
This larger list can then be used to promote the influencer’s content at a later stage. This can help you set up a cycle for growing your email list and even boost your influencer marketing campaigns through email marketing.
Influencer marketing and email marketing can help your brand reach new heights. By combining the power of both, you can increase the effectiveness of both marketing strategies and get even better results.
A great way of promoting your influencer’s content is by sharing it through your emails. You can also ask influencers to create exclusive images for your emails and share them with your subscribers.
Additionally, you can use emails to test the popularity and influence of your influencers. Lastly, using influencer marketing, you can increase the size of your email subscriber list.
Are there any other ways through which influencers can help boost email marketing campaigns? Let us know in the comments.
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