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 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 overcome the first inertia 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 very own speciality and endowments which make him stand out from the others, but here is an example for a photographer focusing on 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.
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 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 overcome the first inertia 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 very own speciality and endowments which make him stand out from the others, but here is an example for a photographer focusing on 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.
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 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 specialise in Asian Wedding Photography
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