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每周一篇·海外干货 | 每个红人都想在邮件中看到的10个点

和红人联系的第一封信至关重要。

每周一篇·海外干货 | 每个红人都想在邮件中看到的10个点

如今亚马逊流量为王,但亚马逊平台已经很难做到雨露均沾,尤其是随着亚马逊站内广告的流量成本不断增加,越来越多的卖家将目光投向站外红人营销。

但是,很多做过海外网红营销的商家在联系网红的时候都出现过这样的尴尬场面:

1. 邮件发出很多封,却得不到网红回应。

2. 网红对你的产品/服务并不感兴趣,“Not interested”

3. 初期达成合作共识,之后联系便消失的无影无踪

“而造成这种情况的原因主要在于写给网红的邮件不专业!

每天,网红会收到大量合作邮件,他们只会挑选部分感兴趣的邮件阅读,从邮件标题到称呼到正文,邮件写作的每一步都决定了网红是否还愿意继续读下去。

sorftime在海外网站上发现一篇关于“如何给网红写邮件”的国外干货, 原创翻译分享给大家,文章较长建议先收藏。

每个红人都想在邮件中看到的10个点

每周一篇·海外干货 | 每个红人都想在邮件中看到的10个点

翻译:  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.

和红人联系的第一封信至关重要,下面会告诉你一封好的红人联系信如何做到自然良好的开头,恰到好处的抓住红人注意和适当的“逼迫”红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.

让我们来看看这个不好的案例,像这种类似的信件都是让红人读起来非常不舒服的,但是毫不夸张的说基本上每次都有这样类似的信件。下面我们就来看一下联系红人时的一些好的套路方法吧!

每周一篇·海外干货 | 每个红人都想在邮件中看到的10个点

The Smooth Opening

自然的开头

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.

邮件主题简单直接。这是非常重要的,请大家牢记这一点,就像标题一样精简。一定不要有含糊不清和不正式的措辞表达。请务必提及你的博客(如果是做博客联盟)和此次合作机会。

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.

邮件开始先进行一个简单的问候。如果你想有一个良好的开始和回复,称呼对方名字的时候要简单一点,不要使用“Hey Lizzie”,“Dear Mrs. Taylor”,。和红人联系的时候,只需要使用她的“名”就可以了(英语人名中的第一个字),除非他们在他们博客中自己提到自己是Mr. , Mrs., Dr.等,否则没有必要这样称呼。

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.

自我介绍。要以相同的方式来介绍自己,这样你们两个就处于同一水平。告诉他们你的名字,职位头衔和公司名称,官网,这样红人就不用多花力气再自己去调研你的情况。 最大程度上降低红人了解你情况的难度。

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.

直接告诉他们你的目的是什么。没有必要兜圈子,谈论一些模糊不清的品牌目标,直接告诉他们你要做什么。有什么活动计划?你的品牌任务就是做博客联盟吗?但是要注意,一定要精简,最多使用1-2句话,如果有必要的话,还可以附上链接。

The GRAB

抓住红人注意力

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.

提出一个有吸引力的激励措施。让他们有继续阅读下去的理由。如果公司打算有偿付费,用简单一句话说一下。如果你不打算付费,那就要好好想一下怎么说让红人帮你免费推广了。有可能一个词就会提高或者降低红人合作兴趣。比如:叫他们“Star Bloogers”而不是“contributors”,说“Exclusive Feature.”而不是”Q &A”. 如果他们没有物质上的报酬,就要想办法是否能提高他们的名气声望。

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.

告诉他们为什么要选她。给他们一个独特的,做了准备工作后的答案,为什么他们要跟你合作。请不要使用模版,有90%的联系红人的信都是模版,一定要个性化,不要千篇一律。每个红人其实都知道这些模版,所以争取要做那10%的人。向他们展示为了这次合作你做了哪些功课。可以谈到他的博客,一定要发自内心的夸奖,否则没有什么效果。不要笼统地夸博客写得很好,花10分钟把他们的博客全部看完,然后挑一个你真正喜欢的,并向她说一下你打算用这些点来运用到你的推广活动,博客联盟中等等。这种非模版化的语句才能让红人有继续阅读的兴趣。

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.

简化他们的推广时候的工作量。红人都是非常忙的。先大概提出你自己的想法建议,表明这次合作是非常简单的。后续的邮件再详细阐述活动细节。这里你只需要说的内容是表明他们是能快速完成你所需要的东西,以及如果他们打算加入博客联盟的话,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.

突出合作的好处。不要只是重复你的宏大的激励措施。如果你有好的流量数据或者社交统计数据,甚至可以列举出来,甚至把最新的关注者名字也罗列出来。如果你曾经和一些博客红人合作得还不错,帮助这些红人提高他们的名气,也可以把这些红人博客列举出来。红人都希望能够增加名气和曝光,清晰的向他说明此次合作会带来的好处。

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 。

设立截止日期。时间不要和主要的节假日重合。

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.

结束语简短温馨。简洁礼貌就好了,不要再用冗长的句子来阐述什么合作后光明的明天之类。

Before Hitting Send…

在发送之前

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.

通读一遍,保证没有用一些无用的词,比如“amazing”– “ultimate” – “best.” 不要重复单词,信件内容也不要太长。邮件应该是轻松,简单,积极的。

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.

确保有让红人觉得是特别的语言。他们知道他不是你唯一联系的对象,但是也不要表露出来。不要说:在此次合作中会有很多其他的红人,博主加入进来。我们只说关于他的部分就好。

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.

让邮件看起来舒服易读。没有大段大段的话,语言保持简短,最多4行一段,间距也要设置合适,越整洁越好。

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.

再次核查邮件内容,也可以让另外的人帮忙检查一遍。确保邮件内容,格式正确。一个简单的语法错误,单词的误写都有可能会错失和红人合作的机会。

每周一篇·海外干货 | 每个红人都想在邮件中看到的10个点

10点总结

1.邮件主题简单直接,表明目的。

2.问候自然,除非他们在博客中提到自己是Mr. , Mrs., Dr.等,否则直接

称呼用“名”(英语人名中第一个字)。

3.自我介绍,最大程度降低红人了解你的成本。

4. 1-2句话清楚说明目的。

5.抛出有吸引力的激励措施。

6.针对不同红人写针对性话语,拒绝模板。

7.简述他需要做什么,并尽可能表明合作很简单。

8.用事实案例支撑和你合作后的好处。

9.设定恰当的答复截至日期。

10.结尾简洁礼貌。

每周一篇·海外干货 | 每个红人都想在邮件中看到的10个点

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