Partnership marketing involves creating collaborations that are relevant to the customer. However the relevance can be compatibilities between what the companies sell or their company cultures/ethics.
Will Young explains partnership marketing and the best ways to use email to reach this new audience you are marketing to--like the "Look What I Found" email:
Perhaps the simplest message to deliver. It involves telling the reader how you’ve recently discovered this fantastic new brand you wanted to share with them. In the same way you might tell a friend about a great new product you’ve discovered. The value in this is in you telling the reader something that they didn’t already know about the partner’s brand.
For more information on the value of partnership marketing and how to reach a new audience, head over to DUCT TAPE MARKETING: