For wedding photographers an email marketing typically takes 2 forms. First is a mail sent to a potential client supplied by an external source such as that offered by an external marketing company or site. Second are e-mail replies made through your own website where the potential customer has seen examples 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 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 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 e-mail and never a common email client like hotmail or gmail as these are not seen as professional tools. If you use a professional email template, keep the design simple and don't include complex photographs 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 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 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 e-mail and never a common email client like hotmail or gmail as these are not seen as professional tools. If you use a professional email template, keep the design simple and don't include complex photographs 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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