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 each case the final goal is the same: To make the customer prepare an appointment where you can meet and agree a booking. It is rare for a bride to appoint a wedding photographer over the telephone or through email as they will often need to meet and talk about the event in the flesh. Personality is a major part in this and the bride will want to understand that she'll get on with the photographer before going on to make 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 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 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 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 clear that any appointment is made without any commitment on her part to make a booking. This reduces the implied risk in her accepting the meeting. Stress the advantages which include the facility to meet the photographer and see samples of the actual products (albums, prints) which will 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 each case the final goal is the same: To make the customer prepare an appointment where you can meet and agree a booking. It is rare for a bride to appoint a wedding photographer over the telephone or through email as they will often need to meet and talk about the event in the flesh. Personality is a major part in this and the bride will want to understand that she'll get on with the photographer before going on to make 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 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 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 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 clear that any appointment is made without any commitment on her part to make a booking. This reduces the implied risk in her accepting the meeting. Stress the advantages which include the facility to meet the photographer and see samples of the actual products (albums, prints) which will 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 focus on Asian Wedding Photography
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