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 triumph over the initial inertia involved in getting a response, the photographer has to follow the following plan:
- They have to grasp the difficulties that are most critical to the bride.
- They must show that they can address these issues and provide proof of this.
- They must give a clear course of action for the bride to follow.
- They must explain obviously what will occur 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 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 email and never a generic e-mail system such as hotmail or gmail as these aren't seen as pro tools. If you employ a pro e-mail template, keep the design straightforward and do not include complicated images 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 triumph over the initial inertia involved in getting a response, the photographer has to follow the following plan:
- They have to grasp the difficulties that are most critical to the bride.
- They must show that they can address these issues and provide proof of this.
- They must give a clear course of action for the bride to follow.
- They must explain obviously what will occur 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 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 email and never a generic e-mail system such as hotmail or gmail as these aren't seen as pro tools. If you employ a pro e-mail template, keep the design straightforward and do not include complicated images 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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