Influencer outreach email template

Influencer outreach works when the creator can tell, in the first two lines, that you have watched their content and that the offer is clear and fair. Creators with an audience get many pitches; vague ones (“we love your vibe, let’s collab!”) are the first to be ignored.

Each template below is for one kind of deal. Say what you want, what you offer and what they keep, and leave room for their own ideas: they know their audience better than you do.

On this page:

1. Paid sponsorship
2. Gifted product, no obligation
3. Affiliate partnership
4. UGC content request
5. Long-term ambassador programme
6. Asking for rates and a media kit

Influencer outreach email templates to copy

Words in braces, like {first_name}, are placeholders: replace every one before you send. The copy button copies the first subject line and the email.

1. Paid sponsorship

For a paid video, post or integration on YouTube, TikTok or Instagram. Send it to the business email in their bio or channel, not a DM, if they list one.

Hi {creator_name},

I’m {your_name} from {brand}. I watched your video on {specific video and one detail from it}, and {product} fits that kind of content: {one line on what it does for their audience}.

We’d like to sponsor {deliverable, e.g. a 60–90 second integration in one video} in {month}. This is a paid deal at your rate, with the product sent free beforehand. You choose how to present it, and it would be clearly marked as a paid partnership.

Could you send your rates or media kit? Happy to answer any questions first.

{your_name}
{title}, {brand} · {website}

Other subject lines: Sponsorship for your {topic} videos

Why it works

• The specific video shows you are not mass-mailing.
• Deliverable, timing, payment and creative control are all in one paragraph.
• It asks for their rate card instead of naming a low price first.
• Disclosure is mentioned up front: see FTC disclosure.

2. Gifted product, no obligation

For product seeding or gifting, usually with smaller creators. It only works if there really is no obligation.

Hi {creator_name},

I loved {specific post}. We make {product}, and I think you might genuinely like it, given {reason from their content}.

Could we send you one? There’s no obligation to post. If you do mention it and like it, great; if not, keep it anyway.

If you’re interested, just reply with a shipping address (or a P.O. box) and I’ll send it this week.

{your_name}, {brand}

Other subject lines: A {product} for you, no strings

Why it works

• It is honest about what it is: a gift, not a disguised unpaid ad.
• One reply is all it takes to accept.
• Offering a P.O. box respects their privacy.

3. Affiliate partnership

For creators whose audience buys what they recommend. Better as an addition to a paid deal than a replacement for one.

Hi {creator_name},

I’m {your_name} at {brand}. Your {topic} audience asks you for recommendations a lot (I saw {example comment or video}), and {product} is one we think holds up.

We run an affiliate programme: {commission} on every sale through your link or code, tracked for {cookie window}, paid {payment schedule}. We’ll send you the product first so you only recommend it if you like it.

Want me to set up a link and a {promo code idea} code for you?

{your_name}

Other subject lines: {commission}% on {product} for your audience

Why it works

• Commission, tracking and payment terms are stated, so they can decide quickly.
• Sending the product first lets them recommend it honestly.
• See affiliate marketing and promo codes for how these deals work.

4. UGC content request

When you want videos or photos to use in your own ads or site, not posts on the creator’s channel. Usage rights are the main point to agree.

Hi {creator_name},

I’m looking for a creator to make {number} short videos of {product} for our own ads and website. This is a [UGC](/glossary/ugc) project, so nothing needs to go on your channel.

What we’d need: {format, length, style}. What we’d offer: {fee or ask for their rate}, the product, and {usage terms, e.g. use in paid ads for 6 months}.

If that sounds interesting, could you send your rates and a few examples?

{your_name}

Other subject lines: Paid UGC project: {product}

Why it works

• It makes clear nothing is posted on their channel, which changes the price.
• It states the usage rights instead of leaving them for later.

5. Long-term ambassador programme

For a creator you have already worked with, or one who already uses and mentions your product.

Hi {creator_name},

Your {video or post} about {product} did really well for us, and our customers mentioned it. Thank you.

We’d like to make it ongoing: {deliverables per month or quarter} for {length}, at {fee or “a rate we agree”}, plus {perks, e.g. early access and a code for your audience}. You’d keep full control of how you talk about us.

Would you like to talk through what would work for you?

{your_name}

Other subject lines: Ambassador programme at {brand}

Why it works

• It starts with results and thanks, which is the strongest opener there is.
• A brand ambassador deal is a bigger commitment, so it invites a conversation rather than a yes.

6. Asking for rates and a media kit

When you are comparing several creators before deciding. Short and easy to answer.

Hi {creator_name},

I’m planning a {product category} campaign for {month} and your channel is on our shortlist, especially {specific video or series}.

Could you send your media kit and rates for {deliverable}? We’ll decide within {timeframe} and I’ll let you know either way.

{your_name}, {brand}

Other subject lines: Media kit request from {brand}

Why it works

• It is honest that they are on a shortlist.
• Promising an answer either way is a courtesy many brands skip.

Before you send an influencer outreach email

• Watch or read recent content, not just the follower count. Check the engagement rate and average views of recent posts.
• Check that the audience is yours: language, country and topic. See audience demographics.
• Look for signs of fake followers: a big count with very low views or comments.
• Find the business email in their bio or channel; use DMs only when there is none.
• Decide your budget, deliverables and usage before you write, so the email can be specific.

What every influencer outreach email should include

• Who you are and what the product is, in one sentence.
• Why them: a specific piece of their content.
• The deal: paid, gifted, affiliate or UGC, and the deliverables.
• What they keep: creative control, and how long you can use the content.
• Disclosure: sponsored content must be clearly labelled; see FTC disclosure and paid partnership.
• A next step: rates, a media kit or a short reply.

Influencer outreach mistakes to avoid

• Asking for free posts in exchange for “exposure”.
• Copy-paste compliments that could be about anyone.
• Asking creators to hide that a post is sponsored.
• Sending the same pitch by email, DM and comment at once.
• Tying a gift to a guaranteed positive review.

None of this is legal advice. Laws differ by country and change; if email is a large part of how you sell, check the rules that apply to you and the people you write to.