Do your homework – make an effort to get to know your influencer, what type of brands they’ve worked with in the past and what type of content they generally create. This will set you leaps and bounds ahead of a brand that’s sent a cold outreach email without having done any prior research.
You want to give them autonomy with their content creation but if you can steer them in a certain direction based on your combined knowledge or your brand and their content, then it’s a win win.
If you’re reaching out to multiple influencers at the same time, don’t be tempted to mass email them all. Personalisation and a bespoke approach is key and is how you’ll build a trusted relationship.
And always ALWAYS remember to proof your emails, especially if there’s an element of copying and pasting eg. you don’t want to tell influencer X that their holiday to Crete looked amazing when actually they had to cancel their last holiday because the tested positive for Covid the day before they were due to fly out…