We recently mentioned influencer marketing. When I read an article suggesting ‘Influencers are going nowhere’ I had to read on. It became clear that the author meant that influencer marketing is likely to become a significant trend for email marketing in 2022. Don’t get left behind.

There are significant benefits with using an influencer. Having reviews of your products being endorsed by somebody who is, obviously, trusted by their followers will probably increase sales. Brand awareness is also a major benefit. With a little care on your behalf, you can reach your target audience in a way that perhaps you could not otherwise manage easily.

I should confess to an interest in influencer marketing. I have a daughter-in-law who is moderately successful as one, with comfortably over 70,000 followers on her chosen media outlets. She is known as a micro influencer, but don’t underestimate that level. It’s about right for any SME, and not just in the initial stages of embedding it as a factor for your email marketing campaigns.

Costs are generally low if you pick the right person. You want someone whose followers are similar to subscribers to your email marketing list, particularly those who give the biggest return. You need somebody who is trusted. This sort of goes with the position, although many of the influencers with much larger followings tend to gain them via who they are rather than what they do. You also need someone who is honest in their reviews. There is nothing more believable than an influencer review with a bit of criticism thrown in the mix. You need somebody who will be up-front about their connection with you and what they receive by way of remuneration.

In other words, you’ll have to follow a number of influencers for a while in order to make an informed decision. It’s not a task to hurry.

A marketing email with a review by an influencer will have added impact. You will have someone professional, supplying copy that will, by definition, influence your subscribers, for a reasonable fee. See the ASA website, https://www.asa.org.uk/advice-online/recognising-ads-social-media.html, for help in deciding if an influencer complies with the law.