Picture this: You're at a party, and one person is working the room—you know the type. They somehow remember everything about everyone. They remember how you just got back from Korea, ask after your best friend’s new puppy, and mention to the host how much they loved their Instagram post about homemade pasta. 

Meanwhile, another person at the party bellows, "Hey you!" at everyone but doesn’t get to know anyone.  

This is influencer outreach, where the same rules of social charm (or awkwardness) apply. Personalizing an email is the best way to show creators that you see them. 

You don’t have to personalize the entire thing. Instead, use a template for 80% of the email.

Today, I’ve got 8 examples of how you can personalize your initial outreach email.

Save this issue for future inspiration.

Inspo #1: Show you already know each other

We're naturally drawn to people who share our experiences or are part of our "in-group." So, when you highlight an existing connection between you and a creator, you become familiar. They’re more likely to trust you.

You're not just another brand in their inbox.  

Find common ground (if you have some)

As a P.S. Don’t BS! It’ll be obvious. Use a different method if you can’t find something that connects you to an influencer. 

Acknowledge they're a customer/fan (if they are)

Example: "I saw that you've already bought [PRODUCT]. That's amazing! All our best collaborations tend to be with people who were customers first."

The mere act of acknowledging that you know they’re a fan or a customer shows creators that you see them and know them. They’re not just a handle on a screen.

You can use a tool like Modash to proactively find customers or fans who also happen to be influencers.

Comment on a past sponsored post

Example: "I was so impressed by how you integrated [BRAND] into your video last week. It felt really authentic and enjoyable to watch. I'd love to explore something similar."

I like this one because 1) it shows that you’ve seen their content, and 2) they know what the collab will look like.  

Inspo #2: Celebrate their wins!

Think of the last time someone acknowledged something you did. You probably felt a warm rush of affection toward them.

Recognition triggers the release of dopamine in our brains, creating positive associations with the person giving the recognition. By acknowledging someone's achievements, you're not just flattering them - you're showing that you value their work enough to pay attention to their journey.

Comment on a recent post

Example: "Loved your take on wastage in our industry yesterday. I think many of us feel the same, but you articulated the situation really well."

Ideally, you want to use this one when their post somehow ties to your brand/offer/idea.

Remember, don’t B.S. If it’s not real, it’s not personalization. It’s manipulation.

Congratulate a recent achievement or milestone

Example: "Huge congrats on crossing 20k subs last week. It's super obvious you're putting in a ton of work. 👏"

This is a good method if you can’t find a personal connection to the creator. Recognizing any type of achievement or personal event, like a wedding, birthday, or anniversary is a simple way to make a connection.

As long as they shared it publicly — don't be a creep-o.

React to audience comments/sentiment

Example: "I just skimmed through the comments on your last couple of Reels. People are absolutely loving your pottery series. That must feel so good!"

Acknowledging that their work is getting positive attention is a lovely way to add personalization.

Inspo #3:  Point out why they’re special

We all want to feel unique and valued. When you specifically highlight what makes someone stand out, you're acknowledging their unique identity rather than treating them as just another influencer.

Don’t make general value statements like, “Your content is so inspiring.” Instead, be specific.

Explain why they seem like a good fit

Example: "The combination of your experience traveling in Zambia plus your storytelling skills makes you PERFECT for what I have in mind."

Compliment a particular quality or skill

Example: "Those little skits you've been adding lately are killing me. Especially the pirate one! 😂"

This should be something that the creator is clearly working on & improving over time. It feels good when people notice!

What’s everyone else doing?

Don’t just stop at the first email. Life gets busy, and influencers forget or might miss an email or two. Make sure you follow up.

Most influencer marketers (72%) send at least 1-2 emails after the initial outreach email. 20% send between 3-5. Only 7% don’t send any follow-ups.

Iconic #Sponcon

I’ve been hearing lately that finding influencers is becoming increasingly difficult. Every influencer in your city has worked with every brand. Or, every influencer you want to work with is booked until 2045. So, what do you do?

Something we always tell our Modash customers is to step outside your niche. I came across this brilliant example by Dove and Sarah Kraning. Sarah is a synaesthesia artist. She paints the sounds she sees (yup, you read that right).

Dove partnered with her to promote a new line of cleansing bars, and asked her to paint what the experience of using a bar of their soap looks like. Watch it here.

The takeaway? When you feel like there are no influencers left in your niche, be more creative. Think outside your niche. Think of different ways to use the influencers you do have access to.

Have you seen (or worked on) iconic sponsored posts lately? I want to see ‘em. Send to [email protected] 

See you in the next issue of ROI!
Eleni Zoe xx
Marketing @ Modash. Say hi on LinkedIn or visit Modash.

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is meant for you to connect the dots and be inspired or challenged to think abut your influencer marketing in a way you haven’t before.