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11 tips to nail your influencer pitch email subject line

Ashley Howe / June 23, 2022

You’ve chosen the influencers you want to work with. But now, you need to send them your brand’s pitch to get the ball rolling. You need to nail the subject line for an influencer to see your pitch. Why? Because up to 64% of people decide to open emails based on their subject lines. What use is a fantastic pitch if it never gets opened by your chosen influencer? Why is your influencer pitch subject line critical? There are two main reasons why your email subject line is essential. The first is to get your email read. The second is to increase the chances of your chosen influencer responding to your email. Some influencers get a flood of emails every day, and email overload is real (the inability to keep on top of emails). The subject line is the first thing an influencer will see when opening their email. You need to stand out to get your message read. You’re competing with everyone else in their inbox to get noticed. By focusing your efforts on creating a great subject line, you’ll increase your chances of working with the influencers you want because they will read your email. Tip: When writing an email, the subject line should come first, then your email copy. *Image source: beautifullyseaside/Instagram* Different types of email subject lines for influencers There are three different types of email subject lines you can use for influencers, and choosing which you will use depends on a few other things, and it hangs on whether you have conceptualized a campaign or not and what specifically you want to focus on with your influencer. Generic Generic subject lines are reserved for when you don’t have a specific campaign that you want to run with the influencer. These email subject lines work well if you want your influencer to have more freedom and creativity in coming up with ideas and concepts that will work well with their audience. Additionally, using an email verifier can help ensure that your influencer outreach is targeted and reaches the right audience. Campaign-based Campaign-based email subject lines are for when you have a specific campaign in mind for the influencer. Of course, they would still have creative control, but there is a theme in mind for them to play around with. Product-based A product-based subject line is best reserved for when you want to highlight a product with your chosen influencer’s audience. The influencer will still have the freedom to create something that will gel with their audience, but you want them to highlight a specific product. Once you have decided on your subject line type, it’s time to write your subject line. But how can you best do that? What makes a good subject line for an influencer pitch? How can you stand out in the crowd and ensure that your pitch gets read by your chosen influencer? There are several things you can do to confirm your email gets opened, including: Personalization Proofreading and checking the spelling of names Keeping it short, simple, and direct Use a call to action Play on the influencer’s interests Avoid all caps Use emojis (or not) Avoid generic copy/pasted subject lines Use a subject line generator for inspiration Test everything Personalization For influencers, relationships are critical. It is essential to create good relationships with them from your first contact with them. If it feels like you made an effort to get to know who they are (in place of not including their name at all), they will be more likely to open the email. Only 34% of marketers use subject line personalization in the US and the UK. Still, If you include the recipient’s name on an email subject line, it has an 18.30% open rate. Which is not a small number and will drastically improve your chances of being read. *Image source: Reallygoodemails* Tip: You can easily find an influencer’s name on their social channels or blog about pages. Including their name will help them see you have made an effort to find out who they are. Proofread and check name spellings Proofreading your subject lines and checking name spellings are essential as mistakes reflect on your credibility and intelligence as a business. You want to ensure that people understand and interpret your email correctly and show that as a business, you care. Imagine you’re an influencer. You are going through your inbox, and someone has misspelled your name (or got it completely wrong). Would you open the email? Maybe, but it shows a lack of attention to detail, and as an influencer, you would likely prefer to focus on those companies that do pay attention. If you know there are multiple spellings of a name, check which one they use. Some examples of these are Sarah, Ashley, Megan, Catherine, and John. Keep it short, direct, and straightforward Ensuring that your subject line is short, to the point, and in simple English will get the point across more effectively. If it’s hard to read or too long, your influencer might lose interest and move on to the following message. Be conscious of how many words you use in your subject lines. Short and sweet seems to be the magic formula. A study by Marketo shows that seven words are best for maximum open rates, which you are aiming for. *Image source: Marketo* Plus, then you guarantee that your subject line won’t get cut off, and the influencer will be able to read the whole title. Mailchimp puts a maximum of 60 characters to avoid your email getting cut off, so it will show up properly on any screen. They also say to ensure that you have a maximum of three punctuation marks in a subject line. Avoid adding full stops at the end of your email subject line as it adds to the character count. It’s also a good idea to think about where the influencer will be checking their emails and on what device, as this impacts the