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 triumph over the initial inertia involved in getting a response, 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 very own specialization and attributes which make him stand proud of the others, but here is an example for a photographer specializing in reportage photography:
Issue that is crucial to the bride: Unobtrusive photographer who won't interrupt the day and ruin the spontaneity of the event. Secondary concern: Photographer able to capture top of the range images 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.
Point out that any appointment is formed without any commitment on her part to make a booking. This decreases the perceived risk in her agreeing to the meeting. Emphasis the benefits which include the ability to meet the photographer and see examples of the products (albums, prints) which should 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 triumph over the initial inertia involved in getting a response, 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 very own specialization and attributes which make him stand proud of the others, but here is an example for a photographer specializing in reportage photography:
Issue that is crucial to the bride: Unobtrusive photographer who won't interrupt the day and ruin the spontaneity of the event. Secondary concern: Photographer able to capture top of the range images 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.
Point out that any appointment is formed without any commitment on her part to make a booking. This decreases the perceived risk in her agreeing to the meeting. Emphasis the benefits which include the ability to meet the photographer and see examples of the products (albums, prints) which should 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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