Influencer outreach: Email vs DM

Emails vs. direct messages: Which one is best?

First, let’s look at the differences between emails and direct messages when contacting influencers.

+ More formal, suitable for professional and detailed communications.
+ Can be long; allows for detailed explanations and attachments.
+ Can be automated.
+ Generally slower, as emails can be checked less frequently.
+ Accessed through email providers; requires internet access.
+ Easier to organise and track past communications.
+ Lower, as emails can be viewed as less immediate.
+ Typically more secure and private.
+ Detailed proposals, official communications, sending large files, like an influencer marketing contract.+ Less formal, good for quick and casual interactions.
+ Typically short and concise; limited by character counts.
+ Can’t be automated.
+ Often faster, as many users check DMs regularly, unless they’re a huge influencer with tons of DMs.
+ Accessed via social media apps; also requires internet access.
+ Harder to keep organised, especially across different platforms.
+ Higher, as DMs are often seen as needing quicker replies.
+ Privacy can vary by platform, generally less secure.
+ Quick updates, casual inquiries, engaging in ongoing conversations.

It’s clear: DMs are personable and perfect for quick, almost urgent messages. In contrast, emails are perceived as being more professional and slow.

Here’s an example of how a brand DM looks like on Instagram:

So, my rule of thumb when doing influencer outreach is this:

✅ Use an email when you’ve got an influencer’s email. Not sure how to get an influencer’s email? Try this Instagram email method or this TikTok email method.

✅ Wait a couple of days. If you haven’t heard back from your influencer, follow up with a DM. Keep the DM short and sweet.

My pro tip: To maximise your answer from an influencer, reply to a story instead of sending a DM! I find these almost always get better replies. Remember to engage with their content before you do this.

But what if you’re on good terms with the influencer?

In that case, a quick DM can save you loads of time and effort.

⚠️ However, always send the influencer brief and contract via email. That way, you have a record of any communication between you and your influencers.

Besides, it’s also a lot more professional, isn’t it? And you can automate it!

Here’s what I suggest: Send 1 DM as a follow-up and 4 to 5 follow-up emails.

Now, let me walk you through some of the best ways to contact influencers. 👇

Contacting influencers via email

I wrote an excellent guide on how to write the perfect email to your influencers. Check it out if you’re looking for detailed tips and practical examples.

If you’re in a rush, no worries. Here’s a brief summary of when sending influencer emails.

The personalised ice-breaker makes an influencer feel valued and seen. It shows that you appreciate their time, skills and content.

Here’s an example:

“Hi, Matthew! I loved your last post about Roblox. It was fun, colourful and highly engaging.”

Next, briefly mention your brand. Like this:

“We’re Stellar Games, a young gaming company with big dreams. We would love to have an excellent influencer like you play one of our demos.”

And then add your bait and hook.

“We’re willing to give you some branded merch and a spot as one of our brand ambassadors.”

Finally, conclude with a soft CTA. What’s a soft CTA? It’s a CTA that doesn’t require much effort or thinking. Here’s an example:

“Want to join us? Simply reply, and I’ll take you through the next steps.”

But it’s not just about sending the perfect email. Over the years, I’ve encountered one common influencer marketing myth, And it needs busting.

To succeed, whether with emails or DMs, volume is key.

✅ Start off with 50 to 100 influencers.

✅ Feel free to experiment with A/B testing.

You’ll quickly learn what works and what doesn’t.

And my final pro tip: Always follow up. Bonus points if you can automate it with a CRM platform.

Now, let’s look at contacting influencers via DMs.

Influencer outreach DM templates

Here’s what you need to remember when contacting influencers via DM:

✍️ Write as a person: Write like the social media manager contacting the influencer and not as a brand.

✍️ Keep it simple: Use simple English.

✍️ Make it personal: The more personal your DM, the more memorable it is.

✍️ Be polite: Always start with a greeting and introduce yourself.

✍️ Keep it short: DMs should be brief. Get to your point quickly.

✍️ Be clear: Explain why you are messaging them. What do you need?

✍️ Show respect: Respect their time. They might be busy.

✍️ Check their bio: Some influencers prefer email. Their bio will say so.

✍️ Be patient: Wait for a reply. Don’t send too many messages.

✍️ Thank them: Always thank them if they reply, even if they can’t help.

✍️ End with a soft CTA: End with a soft CTA, like a simple question.

Now let’s get to writing thos direct messages.