For wedding photographers an email marketing sometimes takes two forms. Firstly is an e-mail sent to a potential customer provided by an outside source like that provided by an external marketing company or website. Secondly are email responses made via your own internet site where the possible 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 understand the problems that are most vital to the bride.
- They must show that they can address these issues and supply evidence of this.
- They must give a clear plan for the bride to follow.
- They must explain clearly what will happen 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's vital to the bride: Subtle photographer who will not interrupt the day and spoil the spontaneity of the event. Secondary concern: Photographer ready to capture high quality photographs without stopping and posing the couple.
Photographer addresses this issue by explaining obviously in the email that his main methodology of working is 'reportage ' which involves a really hands-off approach. He backs up this claim with links to pictures showing the natural nature of his client photographs and also with a bunch of short lived testimonial quotations from brides thanking him for the quiet style that he uses, yet still able to capture the crucial 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 understand the problems that are most vital to the bride.
- They must show that they can address these issues and supply evidence of this.
- They must give a clear plan for the bride to follow.
- They must explain clearly what will happen 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's vital to the bride: Subtle photographer who will not interrupt the day and spoil the spontaneity of the event. Secondary concern: Photographer ready to capture high quality photographs without stopping and posing the couple.
Photographer addresses this issue by explaining obviously in the email that his main methodology of working is 'reportage ' which involves a really hands-off approach. He backs up this claim with links to pictures showing the natural nature of his client photographs and also with a bunch of short lived testimonial quotations from brides thanking him for the quiet style that he uses, yet still able to capture the crucial 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 specialize in Asian Wedding Photography
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