How Top Marketing Agencies Scale with Outreach Automation (and Still Get Replies)

I know because I’ve been on both sides of the inbox. For five years, I wrote and tested thousands of outreach messages while working for an influencer marketing agency. I’ve built an influencer roster of 15,000+ creators and booked over 100 client demos per month, all by refining our marketing agency outreach automation playbook.

What works? What gets ignored? And how do you scale without sounding like a bot?

That’s what this post is here to answer.

• Why most outreach falls flat and how to fix it
  
  
• Real-world examples from Gymshark, Glossier, and Raising Cane’s
  
  
• Outreach frameworks and templates that actually get replies
  
  
• Tools that let you scale without sounding robotic
  
  
• How to use Influencity to run the whole process efficiently
  
  

Let me help you build an outreach engine that wins more partnerships and slashes your manual workload.

1. Why Outreach Fails (And How to Fix It)

Most outreach doesn’t fail because your product is bad or your campaign isn’t interesting. It fails because the message feels like spam. Influencers receive a ton of spam these days and they don’t know what to trust.  

Here’s what’s going wrong:

Mistake #1: Mass DMs or emails with zero personalization
When creators receive the same “Hey! We love your content 😍” message that’s been sent to 200 others, they tune it out. It doesn’t feel like a real opportunity. They don’t want to click on anything they don’t trust.  Think about how you can make it sound human and like a personal message.

Mistake #2: Unclear or overwhelming asks
Creators aren’t saying no to work. They’re saying no to vague expectations, last-minute turnarounds, and unclear compensation. I recruited hundreds of creators per month for an agency that only offered product gifts, no cash payments ever.  But I was very clear in my outreach messages that we only offered product gifts and that we never asked creators to pay for shipping or buy products.       

Mistake #3: Copy-paste intros without relevance
Don’t use the same subject line, intro and body copy for every email. Make them feel more personal and that the message was written intentionally for the recipient.  In my case, I segmented my influencer outreach lists by niches (e.g., beauty, fashion, lifestyle, health and wellness, parenting, healthy living, fitness, country living, etc.).  In the subject line and in the body of my emails, I mentioned words or client brand names that aligned with the creator’s theme so it felt like they were intentionally selected.

Mistake #4: No real name or company in the signature

If you don’t identify yourself, why should a creator trust you?  Leaving out your name, title, and company makes your message feel anonymous (and anonymous messages reek of spam). If you want creators or prospective clients to take your outreach seriously, identify yourself. Sign off with your full name, role, and company name. That way, recipients can look you up, confirm you’re legit, and feel more confident responding. Even a quick Google search or LinkedIn check can make the difference between getting ignored or getting a yes.

What Creators Say No To

• Ambiguity: “We’re doing something cool. More info later.”
• One-way partnerships: “Post this by Friday—thanks!”
• Cookie-cutter messages that could’ve gone to anyone
• No name: If there’s no real person behind the message, creators have no reason to trust or care.

How to Fix the Funnel

The agencies that win high-quality partnerships do three things differently:

1. Personalize at scale
   Use tools like Influencity to segment your outreach by creator type, platform, theme, or past performance. That way, you’re sending the right message to the right person, while still sent at scale.
2. Build realistic timelines
   Short deadlines create friction and lower quality. The best agencies plan ahead, bake in review time, and treat creators like collaborators, not freelancers on call. Many creators hire a professional photographer once per month and plan out all their content for this session. If you come waltzing in with a last-minute request, you may be asking the creator to incur additional costs or shuffle their other priorities. 

3. Use a structured comms flow
   Think in sequenced emails instead of one-off DMs. Sequences are planned out, scheduled ahead (automated) follow-ups. A short intro, a follow-up with details, and a final nudge gives creators time to engage without feeling pressured.  Sequences are monumental time-savers and they increase the likelihood that you’ll get a reply.    

2. How Smart Brands Nail It

Some of the most iconic programs scaled through thoughtful outreach, smart systems, and a tone that made creators feel seen. Here’s how a few standout brands do it:

Gymshark: CRM-Powered Personalization
Gymshark didn’t just blast DMs and hope for the best. They built a CRM system that tracked athlete performance, content themes, and seasonal relevance. That meant outreach could be:

• Timed around gym challenges, drops, or training seasons
• Personalized to the creator’s fitness style (e.g., strength vs. lifestyle)
• Based on actual past content success, not just follower count

Result: Exponential growth and a loyal network of creators who felt like true brand athletes.

Glossier: Micro-Influencer Love Letters
In its early days, Glossier scaled not by hiring influencers, but by wooing them. Team members sent personal messages that felt like love notes, casual, specific, and flattering. They also:

• Used email tracking tools to follow up when messages were opened without giving a “We’re watching you” kind of vibe.
  
  
• Kept responses fast and personal to build momentum
  
  
• Logged creator feedback to improve their process and timing

The effect? Creators felt valued, not pitched. And they talked about the brand before the first deal was ever signed.

Raising Cane’s: Friendly DMs, Smart Automation
This fast-food brand connects with creators, especially college and regional TikTokers, using direct DMs with a casual, human voice. They:

• Start with friendly notes from real team members
  
  
• Automate follow-ups based on engagement (opened, clicked, responded)
  
  
• Keep the tone clear, upbeat, and relationship-focused
  
  

The takeaway? It’s not about perfect copy. It’s about sounding human and showing you actually know the creator you’re reaching out to.

Each of these brands uses automation but never at the expense of authenticity. Their secret is balancing efficiency with effort. And next, we’ll break down exactly how to do that in your own outreach frameworks.

3. Outreach Frameworks That Actually Get Replies

Smart agencies and campaign leads use structured frameworks that match tone and tactics to the type of creator they’re contacting. 

Here’s how.

Cold DM vs. Warm Email: When to Use Each

• Cold DMs or emails work best for nano and micro influencers who are highly active on Instagram or TikTok. Keep it short, casual, and platform-native.
  
  
• Warm emails are ideal for mid-tier to macro creators who receive brand inquiries regularly. You’ll stand out by getting straight to value and showing you’ve done your homework.
  
  

DM Template (Nano/Micro)

Hey [Name]! We love your [specific post or theme]. We’re lining up creators for an upcoming [campaign/product] and think your style would be a perfect fit. Want to hear more?

Email Template (Macro/KOL)

Subject: [Brand Name] x [Creator Name] – Let’s Talk

Hi [Name],
I’m [Your Name], and I lead partnerships at [Brand]. We’re launching a new [product/campaign] and looking to collaborate with a few standout creators who align with [specific value or audience].

Would love to share the brief and hear your thoughts.
Best,
[Full Name]
[Role]
[Company/Agency]

Tiered Outreach Approach

Not all creators should get the same pitch. Tailor your ask based on their influencer tier:

Template Toolkit

Here are three plug-and-play outreach templates you can tailor to your campaigns:

1. UGC Creator Invite
   
   

“We’re launching a [product] and looking for fresh, relatable content from creators like you. We’d love to send you [product] and collaborate on some fun UGC. Let me know if you’re interested!”

1. Event Collaboration Ask
   
   

“We’re hosting [event] in [city/date] and inviting a select group of creators to co-host and capture the experience. You came to mind immediately—can I send you more info?”

1. Ambassador Deal Pitch
   
   

“We’re building a long-term ambassador team to represent [brand] across [platforms]. It’s a paid program with seasonal drops and early access. Interested?”

These frameworks help you scale outreach without falling into the trap of sounding robotic or transactional. Coming up next: how to automate the heavy lifting without losing that human touch.

4. Marketing Agency Outreach Automation (That Doesn’t Sound Like a Robot)

Marketing agency outreach automation isn’t about blasting emails to a giant list. It’s about building smart systems that scale what works, personalized messages, thoughtful timing, and clear value, without burning hours on manual follow-ups.

Here’s how to build your outreach engine without sounding like a robot.

Your Outreach Stack

These tools form the backbone of marketing agency outreach automation, helping you scale efficiently while keeping every message personal.

Build a Follow-Up Sequence That Works

Most replies happen on the second or third touch, not the first. Structure your sequence for max impact:

• Day 1 – Intro & value: Short, clear pitch with personalization
• Day 3 – Show & tell: Follow up with a past campaign result or visual
• Day 7 – Final nudge: Close the loop with a “no pressure” message
  
  

Example: 3-Touch Sequence

1. “Saw your video on [topic] — we’re launching a campaign that aligns perfectly…”
   
   
2. “Here’s what it looked like when [creator] worked with us last season…”
   
   
3. “No worries if now’s not the time. Just wanted to keep the door open for future collabs!”
   
   

Humanized Automation Tips

• Use merge tags to drop in name, platform, or niche-specific info.
  
  
• Keep templates short, punchy, and natural. Avoid corporate jargon.
  
  
• Personalize the first line of each message, even in automations.
  
  
• Track reply patterns. If most replies come after Touch #2, your first message may need rework. Test and learn.
  
  

Done right, automation should amplify your human tone, not replace it. The next section dives into how to follow up like a pro, without annoying your prospects.

5. Follow-Up Without Being a Pest

The difference between a professional follow-up and an annoying one? Value. When your follow-up adds something useful like a new idea, a creative twist, a relevant stat, it shows you’re invested in the partnership, not just chasing a reply.

Here’s how to follow up without burning bridges.

Timing Tips Backed by Data

• Best Days to Follow Up: Tuesday and Thursday tend to get higher open and reply rates.
  
  
• Best Times to Send: Between 10:00 AM and 1:00 PM in the creator’s local time zone.
  
  
• Avoid Monday mornings (inbox overload) and Friday afternoons (low attention span).
  
  

Use email tracking tools like Influencity’s to identify when messages are opened and time your follow-ups accordingly.

Ways to Add Value in a Follow-Up

1. Share Campaign Ideas:
   “Thought of you for a fall series we’re planning: creators sharing their favorite cozy-day routines using [product]. Let me know if it sounds like a fit.”
   
   
2. Offer Social Proof:
   “Here’s how a similar creator grew engagement 4x after working with us on a recent campaign.”
   
   

Include a Quick Asset:
A swipe file, a sample post, or a past success story gives your message context — and makes it easier to say yes.

How to Bow Out Gracefully

If you’ve followed up twice with no response, send a final note that keeps the door open without pressure:

“Totally understand if this isn’t the right time. If things shift in the future, I’d love to reconnect. Appreciate you taking a look!”

No ghosting. No spammy persistence. Just clarity and respect which makes creators more likely to respond next time.

How Influencity Makes This Seamless

Even the best outreach strategy falls apart without the right tools to support it. Influencity simplifies every step of the process so your team can scale what works and stop wasting time on what doesn’t.

Smart Segmentation
Easily tag and organize creators by platform, tier, industry, audience size, past performance, or campaign type. This lets you tailor your outreach with precision, not guesswork.

Automated Outreach Sequences
Build personalized message flows based on creator type, campaign goals, and timing. Whether you’re pitching nano creators or following up with top-tier influencers, you can automate the delivery while keeping the tone human and relevant.

Performance Dashboards
Track open rates, click-throughs, and response timelines all in one place. Spot which messages land—and which ones flop—so you can adjust fast and improve campaign ROI.

CRM Sync
Centralize notes, contract stages, and creator history. Your whole team stays in the loop, whether it’s the first pitch or the fifth campaign with the same creator.

Pro Tip: Use Influencity’s Influencer Score + ICP (Ideal Creator Profile) alignment feature to send the right message to the right creator at the right time.

Final Takeaway: Build an Outreach Engine That Wins More Yeses

Outreach doesn’t have to be a numbers game or a full-time job. When you combine thoughtful frameworks with smart automation, you can scale your outreach and your impact.

Here’s the playbook in a nutshell:

• Avoid the spray-and-pray approach. Personalization still wins.
  
  
• Use different outreach tones and templates based on the creator tier.
  
  
• Automate follow-ups, but never at the expense of sounding human.
  
  
• Track what works and what doesn’t so you’re always improving.
  
  
• Use Influencity to simplify, streamline, and scale your entire outreach process.
  
  

Because the brands and agencies that win in influencer marketing aren’t just working harder. They’re working smarter. And smarter means using marketing agency outreach automation to scale thoughtfully—not generically.