For wedding photographers an email marketing generally takes two forms. Firstly is an email sent to a possible customer offered by a third party source like that supplied by an external marketing company or internet site. Secondly are email responses made thru your own internet site where the potential client has already seen samples of your work and understands you basic offerings.
In every case the overall goal is the same: To make the client organize an appointment where you can meet and agree a booking. It is rare for a client to book a wedding photographer over the phone or via e-mail as they can frequently want to meet and chat about the event in real life. Character is a big part in this and the bride will wish to understand that she will get on with the photographer before making the booking.
To beat the opening inertia concerned in getting a reply, the photographer has to follow the following plan:
- They must grasp the issues that are most important to the bride.
- They must show that they can address these issues and provide proof of this.
- They must give a clear plan of action for the bride to follow.
- They must explain obviously what will occur when they take this action.
Each photographer will have his own specialism and features that make him stick out from the others, but here is an example for a photographer specialising in reportage photography:
Issue that is important to the bride: Unobtrusive photographer who won't interrupt the day and wreck the spontaneity of the event. Secondary concern: Photographer able to capture top quality pictures without stopping and posing the couple.
Photographer addresses this issue by explaining clearly in the e-mail that his main system of working is 'reportage ' which involves an exceedingly hands-off approach. He backs up this claim with links to footage showing the natural nature of his customer pictures and also with a considerable number of temporary testimonial quotes from brides thanking him for the quiet style that he uses, yet still managing to capture the significant moments.
The 'Call To Action ' should be clear. Asking the bride to reply to the email to arrange an appointment or informing her that you will be calling back inside 2 days to order this.
Make it obvious that any appointment is created without any commitment on her part to make a booking. This eliminates the worrysome risk in her accepting the meeting. Talk about the positive aspects which include the power to meet the photographer and see samples of the particular products (albums, prints) which may be delivered.
Always use you business email address and never a universal e-mail system such as hotmail or gmail as these aren't seen as serious tools. If you utilise a distincive e-mail template, keep the design easy and do not include complicated pictures or patterns.
In every case the overall goal is the same: To make the client organize an appointment where you can meet and agree a booking. It is rare for a client to book a wedding photographer over the phone or via e-mail as they can frequently want to meet and chat about the event in real life. Character is a big part in this and the bride will wish to understand that she will get on with the photographer before making the booking.
To beat the opening inertia concerned in getting a reply, the photographer has to follow the following plan:
- They must grasp the issues that are most important to the bride.
- They must show that they can address these issues and provide proof of this.
- They must give a clear plan of action for the bride to follow.
- They must explain obviously what will occur when they take this action.
Each photographer will have his own specialism and features that make him stick out from the others, but here is an example for a photographer specialising in reportage photography:
Issue that is important to the bride: Unobtrusive photographer who won't interrupt the day and wreck the spontaneity of the event. Secondary concern: Photographer able to capture top quality pictures without stopping and posing the couple.
Photographer addresses this issue by explaining clearly in the e-mail that his main system of working is 'reportage ' which involves an exceedingly hands-off approach. He backs up this claim with links to footage showing the natural nature of his customer pictures and also with a considerable number of temporary testimonial quotes from brides thanking him for the quiet style that he uses, yet still managing to capture the significant moments.
The 'Call To Action ' should be clear. Asking the bride to reply to the email to arrange an appointment or informing her that you will be calling back inside 2 days to order this.
Make it obvious that any appointment is created without any commitment on her part to make a booking. This eliminates the worrysome risk in her accepting the meeting. Talk about the positive aspects which include the power to meet the photographer and see samples of the particular products (albums, prints) which may be delivered.
Always use you business email address and never a universal e-mail system such as hotmail or gmail as these aren't seen as serious tools. If you utilise a distincive e-mail template, keep the design easy and do not include complicated pictures or patterns.
About the Author:
Clwyd Probert is a wedding photographer with Pixcellence. A UK based company who specialise in Asian Wedding Photography
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