Influencer Outreach Guide: Building a Multi-Touch Communication System

By Lauren Maxwell
Director of Influencer Marketing
Dreamland Baby

Lauren Maxwell, Director of Influencer Marketing at Dreamland Baby, shares how she builds creator relationships that keep affiliates engaged and loyal over time. Her core argument: this is a relationship-building role first, a marketing role second.

She breaks down her exact communication system, including:

• monthly newsletters that preview upcoming product launches and promotions,
• mid-month reminder emails tied to specific campaigns, and
• proactive Instagram DMs that celebrate top-performing ambassadors by name and sales numbers.

Maxwell also sends birthday cards, baby gifts, and housewarming bouquets to creators, treating them as people rather than placements. For paid partners and agencies, she applies the same logic but shifts the question she asks herself: what is in it for them before asking them to share a link or a code. Her influencer outreach guide for scaling these habits, including hosting community webinars for affiliates, is woven throughout.

If your creator program feels transactional and your reply rates are slipping, her communication framework is worth the three and a half minutes.