每周一篇·海外干貨 | 每個紅人都想在郵件中看到的10個點

如今亞馬遜流量為王，但亞馬遜平臺已經很難做到雨露均沾，尤其是隨著亞馬遜站內廣告的流量成本不斷增加，越來越多的賣家將目光投向站外紅人營銷。

但是，很多做過海外網紅營銷的商家在聯系網紅的時候都出現過這樣的尷尬場面：

1. 郵件發出很多封，卻得不到網紅回應。

2. 網紅對你的產品/服務并不感興趣，“Not interested”

3. 初期達成合作共識，之后聯系便消失的無影無蹤

“而造成這種情況的原因主要在于寫給網紅的郵件不專業！

每天，網紅會收到大量合作郵件，他們只會挑選部分感興趣的郵件閱讀，從郵件標題到稱呼到正文，郵件寫作的每一步都決定了網紅是否還愿意繼續讀下去。

sorftime在海外網站上發現一篇關于“如何給網紅寫郵件”的國外干貨， 原創翻譯分享給大家，文章較長建議先收藏。

每個紅人都想在郵件中看到的10個點

翻譯：  yanna

Follow these guidelines for a perfect first email to an influencer, from a smooth opening to a well-executed grab to a compelling close.

和紅人聯系的第一封信至關重要，下面會告訴你一封好的紅人聯系信如何做到自然良好的開頭，恰到好處的抓住紅人注意和適當的“逼迫”紅人同意合作的方式方法。

Look at the following email; it’s a cringe-worthy example of outreach at its very worst. But the mistakes it depicts, however exaggerated, are made every single day. Learn how to craft an outreach email worth responding to in our guide below.

讓我們來看看這個不好的案例，像這種類似的信件都是讓紅人讀起來非常不舒服的，但是毫不夸張的說基本上每次都有這樣類似的信件。下面我們就來看一下聯系紅人時的一些好的套路方法吧！

The Smooth Opening

自然的開頭

Subject: Join iAcquire’s Blogger Network

1.  Use a straightforward subject line. This is inarguably one of the most important parts of equation. Just like a headline, your email subject should be short and to the point. Don’t be vague and informal. Make sure to mention your blog and what the opportunity is.

郵件主題簡單直接。這是非常重要的，請大家牢記這一點，就像標題一樣精簡。一定不要有含糊不清和不正式的措辭表達。請務必提及你的博客（如果是做博客聯盟）和此次合作機會。

Hi [First Name]

2. Go easy on the greeting.  The name of the game is simplicity. The reader should gloss over your hello without a thought. So no “Hey Lizzie!!” and no “Dear Mrs. Taylor.”  When addressing an influencer, go with first name only, unless they refer to themselves on their blog as Mr., Mrs., Dr., etc. Otherwise, there’s no need to bring titles into the game when you’re looking to open a comfortable back and forth line of communication.

郵件開始先進行一個簡單的問候。如果你想有一個良好的開始和回復，稱呼對方名字的時候要簡單一點，不要使用“Hey Lizzie”，“Dear Mrs. Taylor”,。和紅人聯系的時候，只需要使用她的“名”就可以了（英語人名中的第一個字），除非他們在他們博客中自己提到自己是Mr. , Mrs., Dr.等，否則沒有必要這樣稱呼。

My name is [First Name]. I’m the [Position] at iAcquire.

3.  Introduce yourself. Present yourself in a similar, open manner so you two are on the same level. Tell them your first name, your title, and the company you work for. Link back to your site. Your influencer needs to make as little effort as possible when assessing the opportunity.  Keep the effort barrier as low as possible.

自我介紹。要以相同的方式來介紹自己，這樣你們兩個就處于同一水平。告訴他們你的名字，職位頭銜和公司名稱，官網，這樣紅人就不用多花力氣再自己去調研你的情況。 最大程度上降低紅人了解你情況的難度。

2014 is ramping up to be our biggest year yet and we’d like our blogand iAcquire’s blogger network to grow with us.

4. Tell them your goal. There’s no need to beat around the bush doling out compliments and talking vaguely about your brand’s goals. Get to the point quickly about what you’re looking to do.  Do you have a campaign? Is your brand on a mission to expand its blogger network? Tell them that. As always keep things brief at one or two sentences max and link to the necessary content.

直接告訴他們你的目的是什么。沒有必要兜圈子，談論一些模糊不清的品牌目標，直接告訴他們你要做什么。有什么活動計劃？你的品牌任務就是做博客聯盟嗎？但是要注意，一定要精簡，最多使用1-2句話，如果有必要的話，還可以附上鏈接。

The GRAB

抓住紅人注意力

We’d like to offer you an exclusive position in that network.

5 . Dish out a whopper incentive. Give them a reason to pay attention to the rest of your email. If your company is offering a spot in paid blogger network, have a single sentence explaining that. If it’s not a paid opportunity, that’s fine too, but let your language work for you. One word can make a difference in boosting an influencer’s interest. Instead of contributors, call them “Star Bloggers.” Instead of a Q&A call it an “Exclusive Feature.” If cash isn’t in the equation, look for ways to boost their reputation.

提出一個有吸引力的激勵措施。讓他們有繼續閱讀下去的理由。如果公司打算有償付費，用簡單一句話說一下。如果你不打算付費，那就要好好想一下怎么說讓紅人幫你免費推廣了。有可能一個詞就會提高或者降低紅人合作興趣。比如：叫他們“Star Bloogers”而不是“contributors”,說“Exclusive Feature.”而不是”Q &A”. 如果他們沒有物質上的報酬，就要想辦法是否能提高他們的名氣聲望。

iAcquire strives to work with the brightest minds in content marketing.  Considering the heavy hitting posts [Blog Name] is constantly producing—Monday’s [Post Name] really hit the nail on the head – we believe you would be the perfect fit for our blog.

6.  Explain why they’re a good match. Give them a unique, researched reason why they should be working with you. Personalize, personalize, personalize. 90% of every outreach letter is a template. Every influential blogger knows that, so it’s up to you to make that last 10% punch. Show them that you’ve done your homework. Make a point to mention their blog by name. Compliment it, but only do so sincerely; anything less won’t land. Don’t say you think their blog is so well thought out. Take 10 minutes to look it over, then pick a specific post you genuinely like. Explain how it symbolizes the exact features you’re looking for in your campaign, your blogger network, etc. That one unique sentence will give the rest of your letter a chance.

告訴他們為什么要選她。給他們一個獨特的，做了準備工作后的答案，為什么他們要跟你合作。請不要使用模版，有90%的聯系紅人的信都是模版，一定要個性化，不要千篇一律。每個紅人其實都知道這些模版，所以爭取要做那10%的人。向他們展示為了這次合作你做了哪些功課?？梢哉劦剿牟┛?，一定要發自內心的夸獎，否則沒有什么效果。不要籠統地夸博客寫得很好，花10分鐘把他們的博客全部看完，然后挑一個你真正喜歡的，并向她說一下你打算用這些點來運用到你的推廣活動，博客聯盟中等等。這種非模版化的語句才能讓紅人有繼續閱讀的興趣。

We’re not looking for a heavy commitment. All we would ask of you is a bi-monthly post on a subject of your choosing.

7.  Lighten the extent of their involvement. Influencers are busy people. Explain as broadly as possible what it is you’re proposing, pointing out how easy and simple their task would be. Use the follow up email to dive into the details of the content creation process. All you need to say here is how quickly they’ll be able to hand over everything you need if you’re running a campaign, or how little they’ll need to do if they join your network.

簡化他們的推廣時候的工作量。紅人都是非常忙的。先大概提出你自己的想法建議，表明這次合作是非常簡單的。后續的郵件再詳細闡述活動細節。這里你只需要說的內容是表明他們是能快速完成你所需要的東西，以及如果他們打算加入博客聯盟的話，只需做很少的事情。

iAcquire currently has 5,134 Facebook likes and 2,969 Twitter followers and is eager to share the social love.

8.  Highlight the benefits. Don’t just repeat your whopper incentive. If you have impressive traffic or social stats, name them all to the very last follower. If you’ve built the reputation of some megawatt influencers, name those connections. The influencer is also looking to grow their reputation and exposure. Make the benefits of the opportunity painfully clear.

突出合作的好處。不要只是重復你的宏大的激勵措施。如果你有好的流量數據或者社交統計數據，甚至可以列舉出來，甚至把最新的關注者名字也羅列出來。如果你曾經和一些博客紅人合作得還不錯，幫助這些紅人提高他們的名氣，也可以把這些紅人博客列舉出來。紅人都希望能夠增加名氣和曝光，清晰的向他說明此次合作會帶來的好處。

The Closer

The deadline to accept our offer is Wednesday, January 15. Please let me know if you need further assets or more time to consider the offer.  

9. Set a deadline.This time should not overlap with major holidays 。

設立截止日期。時間不要和主要的節假日重合。

I look forward to speaking to you soon,

10. End it short and sweet. No long-winded sentences about your bright future together. Be concise and polite.

結束語簡短溫馨。簡潔禮貌就好了，不要再用冗長的句子來闡述什么合作后光明的明天之類。

Before Hitting Send…

在發送之前

Do a read through. Make sure you’re not using tired language. Skip the “amazing”– “ultimate” – “best.” Don’t repeat words, and don’t get too verbose. The email should be light, easy, and positive.

通讀一遍，保證沒有用一些無用的詞，比如“amazing”– “ultimate” – “best.” 不要重復單詞，信件內容也不要太長。郵件應該是輕松，簡單，積極的。

Be sure to use language that makes the influencer feel special. They know they’re not the only ones being reached out to, but that doesn’t mean you need to point it out. Even if there will be many star features, many more bloggers being added to the network, etc., avoid mentioning it. Focus on their single contribution.

確保有讓紅人覺得是特別的語言。他們知道他不是你唯一聯系的對象，但是也不要表露出來。不要說：在此次合作中會有很多其他的紅人，博主加入進來。我們只說關于他的部分就好。

Take the email in, visually. It should look like an easy read. That means no thick paragraphs. Keep them short, 4 lines maximum, and put spaces between each. The less cluttered, the better.

讓郵件看起來舒服易讀。沒有大段大段的話，語言保持簡短，最多4行一段，間距也要設置合適，越整潔越好。

Triple check the template, and let another pair of eyes see it. Make sure the email is filled in properly. The number one quickest way to lose a reader, an opportunity, and a campaign is by a simple grammatical error. Every word counts.

再次核查郵件內容，也可以讓另外的人幫忙檢查一遍。確保郵件內容，格式正確。一個簡單的語法錯誤，單詞的誤寫都有可能會錯失和紅人合作的機會。

10點總結

1.郵件主題簡單直接，表明目的。

2.問候自然，除非他們在博客中提到自己是Mr. , Mrs., Dr.等，否則直接

稱呼用“名”（英語人名中第一個字）。

3.自我介紹，最大程度降低紅人了解你的成本。

4. 1-2句話清楚說明目的。

5.拋出有吸引力的激勵措施。

6.針對不同紅人寫針對性話語，拒絕模板。

7.簡述他需要做什么，并盡可能表明合作很簡單。

8.用事實案例支撐和你合作后的好處。

9.設定恰當的答復截至日期。

10.結尾簡潔禮貌。

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