Brand ambassadors are awesome, authentic promoters of your brand because they already love your brand and know what makes it great. After you’ve found the best-fit potential brand ambassadors for your ambassador program, the next step is to reach out with a message that convinces them to join your program. The right brand ambassador email template will help you streamline this process and encourage them to sign on. 

Here are some brand ambassador email templates for you to use for your ambassador outreach. You’ll need to add some personalization, but these templates are still a tried-and-true starting point.  First, though, let’s go over what every brand ambassador outreach email needs.

What to include in a brand ambassador email template?

Remember that brand ambassadors are customers who love your brand, have a genuine interest in seeing it succeed, and have already shared your brand with friends and followers. This outreach email invites them to take one step further and become an official, long-term representative of your brand.

All brand ambassador outreach emails need to include the following:

  • A subject line that announces the person is invited to become an ambassador (keep it to 40 characters or less so it doesn’t get cut off)
  • A warm greeting, with thanks for the efforts they’ve already put in to promote your brand – show them they’re a valued customer and promoter!
  • An outline of the responsibilities they will take on if they become an ambassador:
    • How will they promote your brand – by posting on social media? By planning and/or leading events?
    • How often will they need to promote you, if applicable?
    • In brief, what are their conduct expectations when they represent you? After all, they’ll be official representatives of your brand, so what they’ll do will reflect back on you.
  • The rewards for promoting you, and what exactly they must do to earn these rewards – to convince them to sign on.
    • Is the reward in cash, store credit, or in gifts?
    • Is it a flat fee or percentage-based?
    • Is it a commission on sales (like in an affiliate program) or an upfront payment on a schedule?
  • Other perks they’ll receive from ambassadorship, such as:
    • Leadership opportunities
    • Discount codes for followers
    • Access to a community of ambassadors
    • Early access to new products
    • Free products for themselves
    • Free samples and product giveaways for their community
    • Chances to network with your company executives
  • A call to action inviting them to sign on to be an ambassador – do they need to reply to the email, or fill out a form?

Bonus: Personalize the email where possible. For instance, mention content the person already created, or other elements you appreciate about their content creation. You could also allude to their application responses, if you made a brand ambassador application. 

The best brand ambassador email templates

Now that you know the essential elements of brand ambassador outreach emails, here are 6 brand ambassador email templates you can use:

Brand ambassador email template #1: Thanks for a previous post

Hi [content creator’s name],

Thanks for sharing [brand name] with your followers!

We love your post [include more details about a post they made about your brand] because [share the reasons you love it], and we think you’d make a great brand ambassador!

Our brand ambassadors promote our products online by [outline the online expectations for brand ambassadors], and offline by [outline the offline expectations for brand ambassadors]. If you sign on, you’ll also be expected to [outline conduct responsibilities of ambassadors]. 

As thanks for being an awesome ambassador, you’ll earn [rewards or incentives] for [briefly explain the requirements to earn a reward]. Plus, you’ll enjoy [share any other benefits to the ambassador, beyond the incentives].

If you’d like to become an ambassador, please click the link and fill out the form to let us know. Or, if you’ve got any questions, please reply to this email and we’ll be happy to answer them. 

Thanks again, 

[Your name] and the [brand] Team

Brand ambassador email template #2: To a loyal customer who creates content

Hi [customer’s name],

Thanks so much for being a loyal customer of [brand name]!

Since you’re one of our most enthusiastic supporters, we’d like to invite you to become a brand ambassador! 

Here’s what’s involved:

  • We’ll send you free products for you to promote.
  • You’ll show your friends and followers how you use our products.
  • We’ll send you a special ambassador link to share with your followers, which will give them [discount or store credit] on their first purchase
  • For every sale generated using your link, you’ll receive [amount of cash or store credit reward].

If you’re interested in joining our ambassador program, please click here and fill out the form. Then, we’ll help you get up and running, and send you your unique ambassador link. 

Thanks,

[Your name] at [brand]

Brand ambassador email template #3: Ambassador filled out an application

Hi [content creator’s name],

We’ve reviewed your ambassador application, and we have exciting news – you’re invited to be a [your brand] ambassador! 

You’re a great fit because [briefly elaborate on the reasons based on what they shared in the application]. 

As a refresher, when you’re a brand ambassador, you’ll be expected to [briefly talk about the online and offline expectations for brand ambassadors].

In return, you’ll receive [rewards or incentives] for [briefly explain the requirements to earn a reward]. You’ll also [share any other benefits to the ambassador, beyond the incentives].

If you’re ready to sign on, please reply to this email and we’ll send over an ambassador agreement. 

Thanks, [Your name]

Brand ambassador email template #4: The comprehensive email

Hi [content creator’s name],

My name is [your name] and I’m with [your company name].

We’ve checked out your [social media channel] profile, and your posts about how you use [ your brand or product] caught our eye. Thanks so much for sharing your love for [your brand] with your followers and the world!

We’d like to invite you to become a [your brand] brand ambassador!

We think your [niche or content topic of focus] aligns well with our company’s focus, your target audience of [describe audience similarities] is similar to ours, and your [reference a post that shows alignment with your mission and values] shares our values of [elaborate on your brand values].

If you choose to become a brand ambassador, you will [briefly talk about the online and offline expectations for brand ambassadors].

As thanks for promoting us, we’d like to offer you [rewards or incentives] for [briefly explain the requirements to earn a reward]. The brand ambassador program will also [share any other benefits to the ambassador, beyond the incentives].

If you’re interested, I’d love to talk more about the [your brand] ambassador program and how it will benefit both you and our brand.

Thanks, [Your name]

[Leave any other contact information if you’re ok with the ambassador contacting you in other ways]

Brand ambassador email template #5: For B2B ambassadors

Hi [content creator’s name],

My name is [your name] and I’m with [your company name]. I wanted to reach out and see if you’re interested in  becoming one of our brand ambassadors. 

We appreciate how much you already love [brand], and we think your niche expertise and values align well with our own values of [elaborate on your values]. Your audience also aligns well with our audience as [describe audience similarities], so you’re a great fit. 

If you choose to become a brand ambassador, you will [briefly talk about the online and offline expectations for brand ambassadors].

As thanks for promoting us, we’d like to offer you [rewards or incentives] for [briefly explain the requirements to earn a reward]. And in addition to these rewards, you’ll also receive benefits such as [share any other benefits to the ambassador].

If you’re interested, I’d love to talk more about the [your brand] ambassador program and how it will mutually benefit us both. 

Thanks, [Your name]

[Leave any other contact information if you’re ok with the ambassador contacting you in other ways]

Brand ambassador email template #6: For student ambassadors

Hi [student’s name],

We’re excited to let you know that we’ve picked you to be part of our next group of [brand] student ambassadors! We checked out your application, and you’re an awesome fit for our program.

You’re a great fit because [briefly elaborate on the reasons based on what they shared in the application]. 

Here’s what you’ll do as an ambassador

  • Post about [products] on social
  • Plan and host on-campus events like [examples of events]
  • Represent [brand] 24/7 on campus

And here’s what’s in it for you:

  • Free products for you
  • Discount codes to share with on-campus friends
  • [Reward] whenever someone uses your ambassador link to make a purchase
  • Networking opportunities with [brand] leadership and other ambassadors
  • [Insert other rewards and benefits here]

Ready to become our ambassador? Just reply to this email and we’ll get you set up.

Thanks,

[Your name] at [brand]

Wrapping up

Now you’ve got everything you need to reach out to potential ambassadors via email. Of course, if you don’t have someone’s email, you might have to use a social media direct message. The same best practices for emails apply to social, but you’ll need to keep the message shorter given the nature of the platform. 

After new ambassadors respond,  give them a written ambassador contract to sign. Then, send a follow-up email, known as the brand ambassador welcome letter. This should include their unique ambassador link and any other materials they need. 

And once you’ve recruited the right ambassadors, use these tips to help keep them engaged.