Leading marketers are always looking for ways to link their owned media platforms with their influencer marketing program. While influencers are on the newer side of the marketing scene, email marketing is a tried-and-true medium that almost all industries already benefit from.

Influencers — from nanoinfluencers and ambassadors to celebrities — are powerful for customer acquisition; they each have their own engaged, curated audiences that trust that individual’s testimonials. This is why merging your email marketing with influencer marketing is a fantastic next step for your company to get more email subscribers

How Does Influencer Marketing Impact Email Subscribers?

Through their relationships with influencers, businesses may reach a wide range of consumers. This is a good way to expand your brand's online community while developing a solid relationship with a social media expert in your sector. Influencers often utilize their platforms to teach their followers about products and brands they swear by.

By finding the perfect influencer to partner with and driving their followers towards your ecommerce website, your brand can also use influencer marketing to an advantage. Unboxing videos and influencer-led reviews are just a few of the ways you can turn audience members into email subscribers. Consider using an influencer marketing platform like Pixlee TurnTo’s to discover influencers and manage your relationships and content in one place.

Compare this with purchasing an email list, which is not only expensive, but also unreliable, and unethical sometimes, no matter how many promises the database vendor makes.

Tactics to Getting More Email Subscribers with Influencer Marketing

1. Make use of Your Influencer's Community

Influencers can aid in the growth of your email list by urging their followers to subscribe to your email newsletter in exchange for special offers. You may also reward your influencers for the amount of people who subscribe to your newsletter as a result of their efforts. You can also consider running a referral program to map specific subscribers to your influencer’s unique link. Similarly to influencer partnerships aimed at promoting a brand or product, you should give your influencer(s) creative freedom when crafting how to attract their followers to your email list. Let your creator share their individual experience with your brand, through their own words.

This customer uses its influencer cat page to praise pet insurance brand Trupanion for the benefits they’ve reaped from using the service. Inspire your influencers to share how being a part of your brand’s community via your email list has improved their lives.

According to the Digital Marketing Institute, nearly 49% consumers rely on influencer recommendations to make a purchase, while some 40% buy the recommended product for a trial. If you partner with the right digital creator to promote your email campaign, you can earn their audience's trust. Ensure that the followers of your chosen influencer belong to your target audience to give your subscriber count a good boost.

2. Publish Influencer-Led Videos on Social Media With a CTA

Tutorial, unboxing, and behind-the-scenes videos offer a highly effective method of educating your audience and positioning yourself as an expert in the domain. Once you're seen as a credible voice in the industry, you can earn audience trust easily. One way to do so is by collaborating with a distinguished influencer in your industry who can give your video(s) enhanced value and reach. Not only can you showcase your expertise, but also tap into your influencer’s network of followers.

This Kally Sleep influencer showcases a tutorial of preparing her bedroom for autumn with seasonal decorations and furniture. Encourage your influencer to a call-to-action (CTA) at the end of their caption centered around signing up for your email list.

To truly benefit from influencer-made videos or brand videos that feature your influencer, you will need to get the promotion going well in advance. Embedding these videos on your website or sharing them on social media can fetch you a lot of exposure and encourage email subscriptions.

3. Showcase Product Collaboration with Influencers

If you have worked with well-known influencers to create a themed product, you can leverage their social media following to advertise and promote it. Ask the influencer to make multiple posts before the product launch to give a "sneak peek" of your collaboration.

Yoga apparel brand KiraGrace keeps a collection of brand videos and webinars on its website. This behind-the-scenes video features well-known yoga teacher Kathryn Budig, who helped design a line for the brand.Curiosity may lead some of their followers to visit your page or seek more information. For this, you can have the influencer leave CTAs for your sign-up page in the comments or bio until the D-day. Also, don't forget to repost and reshare their posts across your own social media pages. The idea is to build up anticipation and a positive buzz for the collaboration. Partnering with an industry authority promotes your brand and increases audience trust. You can take your influencer partnership many ways; for example, you may end up running a joint social media contest with the creator. Just keep email information as a requite for participation and you can get the right people to subscribe.  

4. Use Micro-Influencers as Your Lead Magnets

Despite having a smaller following, micro-influencers' fans are often more engaged. These creators are also closer to your audience than mega- or macro-influencers, as they are viewed as peers rather than influencers by your audience. Micro-influencers also have a higher level of actual engagement. This is significant because more than 85% of consumers say authenticity is a major factor in deciding which brands to support. It also makes micro-influencers excellent channels for marketing your brand and improving subscriber count.

Yogi @wanderwithwu promotes Alo Yoga’s week-long yoga pose challenge. This type of post is a great place to encourage followers to sign up for your email newsletters to receive regular content like this.

Here's how you can effectively leverage the reach of micro-influencers to collect quality email accounts:

• Feature their testimonials: If you have identified a micro-influencer who's highly influential in your segment, you can ask them for a product testimonial and feature it on their social media pages as well as yours. Also, don't forget to provide visible subscription CTAs when sharing the posts. This can attract your ideal audience.
• Promote a contest: Harness the reach and voice of a micro influencer in your industry to collaborate on a contest. Or simply ask them to promote the contest on your behalf. Make sure the contest prize is valuable enough to entice the audience and keep email sign-up as the mode of participation. This way, you can collect email information easily.  

Working with influencers to grow your brand community can help you get a better return on your email marketing campaigns. Creators who are relevant to your brand will likely result in more, valuable signups. Before collaborating with an influencer, do some research on them. Pay attention to their social media analytics, such as interaction, real-follower count, and reach. You can also use an influencer marketing platform like Pixlee for Creators to discover influencers with optimal benchmarks of engagement and  interests that align with your brand or industry.

5. Create an Influencer-Led Email Segment

There’s a reason why influencer marketing is so lucrative; people trust their icons’ recommendations and buy from the brands they endorse. Use their top picks from your brand in an influencer-led email segment that their followers and your broader community members can sign up for to receive purchase inspiration. With this tactic, your influencer-led email list can cross-pollinate your broader email marketing subscriber list. By signing up to receive their favorite social creator’s products, users are also signing up to receive email marketing communications.

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To take full advantage of this approach, you can consider featuring original content from the influencer (or other creators) within your email and link to an influencer landing page or website gallery that supports shoppable media.

Working with influencers to grow your brand community can help you get a better return on your email marketing campaigns. Creators who are relevant to your brand will likely result in more, valuable signups. Before collaborating with an influencer, do some research on them. Pay attention to their social media analytics, such as interaction, real-follower count, and reach. You can also use an influencer marketing platform like Pixlee for Creators to discover influencers with optimal benchmarks of engagement and  interests that align with your brand or industry.