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 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 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 method of working is 'reportage ' which involves a very hands-off approach. He backs up this claim with links to photographs showing the natural nature of his client images and also with a number of brief testimonial quotations from brides thanking him for the quiet style that he uses, yet still able to capture the important moments.
The 'Call To Action ' should be clear. Asking the bride to respond to the e-mail to book an appointment or informing her that you are going to be calling back in 2 days to confirm 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 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 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 method of working is 'reportage ' which involves a very hands-off approach. He backs up this claim with links to photographs showing the natural nature of his client images and also with a number of brief testimonial quotations from brides thanking him for the quiet style that he uses, yet still able to capture the important moments.
The 'Call To Action ' should be clear. Asking the bride to respond to the e-mail to book an appointment or informing her that you are going to be calling back in 2 days to confirm 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 specialize in Asian Wedding Photography
No comments:
Post a Comment