Email Marketing Strategies for Social Media Influencers

That's where email marketing comes in. It's a way to start your influencer outreach, build a direct connection with your audience, own your data, and create consistent engagement. Think of it as your own personal channel, where you control the conversation. This article will walk you through some email marketing strategies for social media influencers that can help you grow your brand and business, giving you more control over your online presence.

Build an email list

To get started with sending emails, you need to build an email list. It’s the core of your strategy. But, to get your target audience’s email addresses, you need to offer them some value.

Offer lead magnets

Think of lead magnets as a way to say to people you have something they’ll like. You can offer exclusive content, like ebooks, guides, templates, or a set of presets. You can also consider sharing behind-the-scenes content or tutorials. For example, share a video tutorial on how you create your signature makeup looks or a guide on your travel planning process.

If you have products or partnerships, offer exclusive discounts or early access to your email subscribers. Quizzes are also a great way to attract new audiences. You can, for instance, run a quiz “What’s your influencer style?” or how to find the perfect fitness routine.

Consider organizing contests and giveaways. Run a giveaway for a popular product, with email sign-up as an entry requirement.

Optimize sign-up forms

Your sign-up forms should be easy to find and use. Place sign-up forms in your website header, footer, blog posts, and link in bio on social media. Use clear and compelling call-to-actions (CTAs) like “Unlock Your Exclusive Content”, “Join the Insider List”, or “Get Your Free Guide”. 

Make sure your forms look good on mobile devices, which means are responsive and easy to fill out even on smaller screens. Test different form designs, CTAs, and placements to see what works best. 

Leverage social media to drive sign-ups

Social media and email marketing can go hand-in-hand in your outreach efforts. Use your social media platforms to promote your lead magnets. Share visuals and videos in your posts and stories that highlight the benefits of joining your list. Use our Link in bio feature to create landing pages with multiple links, including your email sign-up form. 

We previously mentioned contests as a way to attract new leads. You can use your social media to run them and require an email sign-up to enter. Another idea to reach a wider audience is to use social media advertising to target potential customers based on their interests and demographics. 

Ethical list building

Whatever lead magnet you choose, remember it’s important to build your list ethically. Buying lists is not only beneficial but most importantly, it’s illegal. Always get permission before adding someone to your list. Use double opt-in forms to make sure people really want to subscribe to receive your emails.

Remember to clearly communicate what and with what frequency your audience can expect to receive in your emails. Last but not least, follow the data protection regulations like GDPR or CAN-SPAM Act.

Craft engaging content

Once you have a subscriber list, it’s time to create content that people will enjoy. Think about the types of content your audience likes. Maybe it’s the behind-the-scenes glimpses, in which you share stories about your creative process, challenges you’ve overcome, or a day in your life.

Another possible content pillar for you can be exclusive insights and tips that you don’t share on social media, or personal stories and anecdotes to connect with your audience on a deeper level.

You can also share curated content like relevant articles, videos, or podcasts that your subscribers will find valuable. It also applies to promoting products and services. If you include promotional content for your products, make sure you do it in a way that provides value to your audience.

Personalization and segmentation

Personalization in email marketing is key. Segment your list based on interests, demographics, and engagement.

If you have a lifestyle social media profile and cover many different areas in your content, you can divide your subscribers based on what interests them most. For example, create a segment for subscribers interested in fitness, and another for those interested in beauty. Use merge tags to personalize email, for instance, with subscribers’ names.

Write compelling subject lines and email copy

Your subject lines should attract, intrigue, and make people open your emails. Create a sense of urgency or exclusivity to make them want to know more. What your subscribers see in their inbox should be attention-grabbing, for example, “Exclusive: Behind My Latest Photoshoot”, or “Your Weekly Dose of Inspiration”.

When writing your email copy, use a conversational and authentic tone. Focus on the benefits for the subscriber and use storytelling to engage them. 

Design visually appealing emails

Don’t forget the visual aspect of your email marketing campaigns. Use high-quality images and videos that align with your brand. Maintain a consistent aesthetic across all your emails to create a consistent image. You can even match your social media and email aesthetic to create a unified brand awareness, including the visual aspect.

Ensure your emails are responsive and mobile-friendly. Test them before sending in tools like Litmus or Email on Acid to make sure your emails look as designed on every device and email client. Remember to use clear and concise call-to-action buttons, depending on the action you want your subscribers to take.

Automate your email marketing

Email automation allows you to scale your efforts and build stronger relationships. Use your email marketing platform’s automation feature to optimize your email flow. When using Elastic Email, you can create an entire flow of triggers and actions. Triggers can be based on various factors, such as user behavior, interactions with previous emails, or specific time intervals.

Start with a welcome series that introduces yourself and your brand, delivers the promised lead magnet, and sets the expectations for future emails. Engagement and nurture sequences keep your subscribers engaged with regular newsletters and relevant content. You can also create promotion and sales sequences to automate product launches, affiliate promotions, and limited-time offers. 

Another way to use email automation is to set up cart abandonment emails to be sent after someone added a product to their cart but hasn’t completed the purchase. Or, if they already bought a product, you can create an upselling or cross-selling sequence, in which you either recommend a complementary or upgraded product.

Measure and optimize your email performance

Data is your guide to success. Only monitoring key metrics can let you know if you’re going in the right direction with your email marketing strategy. Here are the most crucial statistics and metrics to track:

• Open rate - the percentage of emails opened vs. those unopened
• Click rate - how many people clicked a link in your email out of the total number of people who received the email
• Click-through rate (CTR) - the percentage of people who clicked a link in your email out of the number of people who opened the email
• Bounce rate - how many emails have been rejected by the recipient server, failing to reach the inbox
• Unsubscribe and complaint rates - how many recipients decided to opt-out from your list or register complaints about your emails
• List growth rate - how many new subscribers you gain each week, month, year, etc.
• Conversion rate - the impact of your emails on the actions taken on your website

A/B test strategies

Try A/B tests for different elements to make the most out of your email marketing. Try various subject lines, content, email templates, CTAs or send times to check what works best for you. Remember to change only one element per email to make sure what made the difference in your audience engagement. Use your email marketing tool's analytics to identify what's working and what's not, and make adjustments accordingly.

Case study simulation

Learning from actual examples is one of the best ways to actually understand and put into practice all the tips you read about. Let’s take a look at this detailed example of how to use email marketing strategies for social media influencers.

Sarah - the fitness and wellness coach

Sarah is a rising fitness influencer on Instagram. She has a dedicated base of followers, but some time ago she noticed her reach was inconsistent. Algorithm changes would occasionally tank her audience engagement rate, so she decided she wanted a more reliable way to connect with her audience. Sarah decided to launch an online workout program and required an email address to sign up.

Lead magnet

First, she created a “7-Day Jumpstart Your Fitness” guide - her lead magnet. It was a free PDF with daily workout, nutrition tips, and motivational quotes. Sarah heavily promoted her guide on her Instagram stories and bio. 

Welcome series

Once someone signed up for the guide, they entered an automated welcome series. This series included:

• Email 1 - welcome and delivery of the “7-Day Jumpstart” guide
• Email 2 - a personal story about Sarah’s fitness journey and the inspiration behind her program
• Email 3 - a video showcasing a sample workout from her program
• Email 4 - an invitation to join her program with a limited time discount

Segmentation

Sarah segmented her list based on fitness goals - whether it was weight loss, muscle gain, or general fitness. It allows her to send targeted email with relevant content and testimonials.

Content pillars

She now sends weekly newsletters with:

• Workout tips and tutorials
• Healthy recipes and meal prep ideas
• Motivational stories from her customers
• Behind-the-scenes glimpses of her training

The results

After starting her email marketing efforts, Sarah grew her email list to 300 subscribers in the first month. Her welcome series had a 20% open rate and a 8% click-through rate. She achieved a 10% conversion rate for her online workout program from her audience. Her recurring income became more stable and less reliant on the constantly changing social media algorithms.

Based on Sarah’s case study, we now know a valuable lead magnet is crucial for attracting subscribers. An automated welcome series helped her build trust and guided subscribers towards conversion. Through segmentation and personalized content, Sarah significantly increased engagement and conversions. Thanks to regular and valuable newsletters, she keeps her subscribers engaged and builds long-term relationships.

Conclusion - email marketing strategies for social media influencers

Email marketing is a powerful tool for content creators and social media influencers. It allows you to build direct relationships with your audience, own your data, and create consistent engagement. By implementing these email marketing strategies for social media influencers, you can take more control of your online presence and build a sustainable brand.

Ready to get started? Sign up for a free trial of our email platform and see how easy it is to connect with your audience.

Remember, building genuine connections is key to long-term success. Sending emails provides a direct and effective way to do just that.

Ula Chwesiuk

Ula is a content creator at Elastic Email. She is passionate about marketing, creative writing and language learning. Outside of work, Ula likes to travel, try new recipes and go to concerts.