In today’s digital age, influencers wield immense power over their devoted followers.
Social media platforms have become their playground, and their authenticity, relatability, and expertise are highly sought after.
But, to truly capitalize on their online presence and reach new heights of success, influencers must diversify their communication channels.
One often-underestimated and incredibly potent tool in their arsenal is email marketing.
In this article, we’ll delve into how influencers can benefit from using email marketing tools to expand their influence, connect with their audience, and maximize their revenue.
1. Building Stronger Connections
Email marketing is a powerful tool for influencers to create deeper connections with their audience.
Why, you may ask?
Because, unlike social media, email provides a unique avenue to cultivate a more intimate relationship.
For example, a fitness influencer who sends a weekly newsletter can do more than share workout tips.
They can also share personal stories about their fitness journey, thus creating a sense of camaraderie with subscribers.
Moreover, the conversational and direct nature of email lends itself to meaningful interactions.
This deepens the connection further, as influencers can offer personalized responses and recommendations (and receive valuable feedback in the process) – something often hard to do on fast-paced social media.
In essence, email marketing is a bridge to a more profound and authentic connection between influencers and their followers.
As such, it allows influencers to nurture a dedicated fan base that is more likely to support them and remain loyal in the long run.
2. Content Distribution and Promotion
Unlike the transient nature of social media, email provides a reliable platform for influencers to share content with their audience.
Imagine an influencer wanting to showcase a new blog post, video, or product review. With email marketing, it’s easy.
They can deliver their work directly to subscribers’ inboxes, ensuring their audience stays in the loop.
The effectiveness of email marketing is backed by stats.
A recent study has found that email boasts an impressive average open rate of 22.86%. Compare that with the engagement rate on X (formerly Twitter), which amounts to just 0.58%
Email also boasts an average click-through rate (CTRs) of 3.57%. Facebook and Instagram, on the other hand, have an average CTR of 0.07% and 0.03%, respectively.
These stats clearly underline the superiority of email over social media in content distribution.
Beyond the impressive open rates and CTRs, email marketing also allows for a much more targeted approach to content distribution than social media.
This precision is achieved through something called ‘audience segmentation’.
The importance of segmentation lies in its ability to enhance the relevance of content.
Using an email marketing tool like Mailvio, influencers can segment their audience based on key criteria such as:
- purchase history,
- engagement levels, and more.
They can then send content tailored to the specific preferences and behaviors of each segment, thereby increasing:
- trust, and
- conversion rates.
3. Monetization Opportunities
Influencers are always exploring new avenues to monetize their online presence. And email marketing is definitely an avenue that can help them earn more.
For one, influencers can make money through email marketing by using affiliate links. When their subscribers click and buy through these links, influencers get a cut, creating an extra income source.
They can also tempt their subscribers with exclusive discount codes or early access to products or services. This boosts sales and income. Email marketing is an ideal way to present these special offers.
Furthermore, influencers can use email marketing to promote sponsored content.
Brands often team up with influencers to reach their audience, and email marketing is a direct way to showcase sponsored products or services. This results in not just money but also strengthened partnerships with brands.
For instance, an influencer in the fashion niche can partner with a popular clothing brand to offer an exclusive discount on their latest collection to their email subscribers.
This strategic move can lead to a significant boost in their affiliate earnings, showcasing email marketing’s great potential for influencers in increasing their income.
It’s a win-win situation, benefiting both the influencer and the brand while providing valuable discounts to their audience.
4. Exclusive Offers and Incentives
Email marketing gives influencers the power to offer something exclusive – think irresistible deals, thrilling giveaways, and early access.
This tactic not only fosters a sense of appreciation and loyalty among existing subscribers but also entices new followers to join the email list.
Make no mistake – the promise of unique perks is a potent motivator for both retaining and growing engagement.
One of the key advantages of exclusive offers and incentives is their ability to build a community around an influencer’s brand.
In fact, running an incentive program can increase response rates by as much as 25%.
Moreover, these exclusive deals aren’t just about creating a warm and loyal community. They also drive conversions.
When subscribers receive offers they can’t find elsewhere, they’re more likely to make a purchase. Email marketing has an impressive ROI of $36 for every $1 spent, and exclusive offers play a significant role in this.
Additionally, exclusive deals and incentives motivate social media followers and website visitors to subscribe to the email list. Knowing they’ll receive unique benefits creates a strong incentive for individuals to provide their email addresses.
This not only boosts the influencer’s email list but also strengthens their overall online presence.
5. Detailed Analytics
Email marketing tools provide influencers with a treasure trove of detailed analytics that can revolutionize their campaigns.
These metrics are your compass in the vast sea of email marketing, guiding you to success.
- open rates (revealing how many people opened your emails),
- click-through rates (indicating what resonates with your audience), and
- conversion rates (showing how effectively your emails prompt desired actions, such as making a purchase).
These insights empower influencers to refine their email strategies.
For instance, if a specific type of content consistently achieves a high CTR, influencers can focus on producing more of it to keep their audience engaged.
Similarly, if a particular product or service results in a high conversion rate, influencers can emphasize its promotion to boost revenue.
Mailvio’s comprehensive reporting and analytics capabilities enable influencers to make data-driven decisions.
This results in improved campaign performance, stronger connections with subscribers, and more efficient achievement of goals.
Email marketing, when done right, is about delivering the right message to the right people at the right time, and analytics make that possible.
6. Strengthening the Personal Brand
Influencers can also “weaponize” email marketing campaigns to strengthen their personal brand.
They can use campaigns to act as storytellers, allowing them to effectively share their experiences and expertise.
Take, for instance, a tech influencer. They use email campaigns to share their tech journey, providing insights and connecting with the audience.
Emails can also explore an influencer’s values and beliefs. This authenticity builds a deep emotional bond with like-minded subscribers.
The bottom line is this: email marketing can help influences differentiate themselves in a crowded digital space and cultivate a loyal following that relates to their journey and principles.
Remember, It’s not just about promoting products; it’s about forging meaningful connections with subscribers who resonate with the influencer’s story and beliefs.
7. Sponsored Content Promotion
Influencers collaborating with brands can leverage email marketing to give their sponsored content an extra push. This strategy amplifies its reach and impact, benefiting both the influencer and the brand.
Why is this strategy such a game-changer? Well, a recent study reveals that a whopping 92% of consumers trust influencer content over traditional advertisements.
The numbers don’t lie – influencer marketing has transformed how consumers perceive and engage with brands.
Let’s illustrate this with a real-life example:
Consider a scenario where you’re a tech influencer partnering with a leading electronics manufacturer. They’ve just released an innovative gadget, and you’re excited to share its features and benefits.
With email marketing, you can create a dedicated email to send to your subscribers, highlighting the gadget’s specifications and even providing a sneak peek into an exclusive launch event or giveaway.
This personalized approach fosters a sense of exclusivity among your subscribers, making them feel like valued insiders.
As we already said – it’s not just about promoting a product; it’s about forging connections and offering unique experiences. And facilitating deeper connections with subscribers – who already value your insights and recommendations – always leads to:
- increased engagement,
- broader brand exposure, and ultimately,
- a win-win situation for both you and the collaborating brand.
8. Diversification for Longevity and Control Over Communication
It’s no secret that Influencers bank heavily on social media platforms. However, this is a precarious strategy.
Why? Because algorithms and trends can shift, impacting an influencer’s reach and engagement, and even bringing the dreaded sprinter of shadowbanning.
That’s where email marketing comes in.
With email marketing, influencers own their email lists and can directly engage with subscribers.
This control over their communication prevents their content from being suppressed or shadowbanned by social media algorithms.
It makes email a reliable and direct channel for communication and content distribution – a sturdy foundation for an influencer’s online presence.
Imagine this: You’re a food influencer. Your Instagram followers love your recipes, but what if an algorithm change reduces your visibility? Email marketing acts as a safety net.
By having an email list, you can connect directly with your audience. You can share your latest recipe, cooking tips, and even exclusive content. This means your online presence doesn’t hinge on ever-changing algorithms.
Think of it as a long-term investment. Diversifying your communication channels through email marketing ensures stability, helping you maintain a strong and enduring online presence, no matter how social media trends evolve.
It’s a smart strategy for influencer longevity and just another way influencers can benefit from using email marketing tools.
Over to You
In conclusion, influencers can benefit from using email marketing tools in a number of ways. Using the right tool, they can:
- expand their reach,
- engage with their audience on a deeper level, and
- maximize their revenue potential.
As the digital landscape continues to evolve, influencers who embrace email marketing will have a competitive advantage, ensuring their continued growth and success.
So, if you’re an influencer looking to unlock your full potential, it’s time to start leveraging the power of email marketing tools.
However, it’s important to choose the right email marketing tool for your needs. While there are many email marketing free tools out there, they come with many limitations, both in functionality and the number of subscribers you can send emails to. These limitations can be an insurmountable obstacle for influencers with large followings and contact lists.
That’s why we recommend trying Mailvio, a powerful (yet extremely affordable) email marketing platform that offers a 7-day free trial.
With Mailvio, you can access all the features you need to effectively reach your audience for a handful of dollars, including sending an unlimited number of emails to thousands of subscribers.
So, start your free trial with Mailvio today and supercharge your influencer journey!
Vladimir is a passionate content writer and digital marketing enthusiast. With over 3 years of experience in the field, he loves sharing his insights on topics ranging from content marketing and SEO to social media strategy. When he’s not writing, you can find Vladimir exploring the great outdoors or experimenting with new recipes in the kitchen. Connect with him on LinkedIn to stay updated on his latest articles and adventures.