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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 beat the opening inertia concerned in getting a reply, 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 clearly in the e-mail that his main system of working is ‘reportage ‘ which involves an exceedingly hands-off approach. He backs up this claim with links to footage showing the natural nature of his customer pictures and also with a considerable number of temporary testimonial quotes from brides thanking him for the quiet style that he uses, yet still managing to capture the significant 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 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.

Clwyd Probert is a wedding photographer with Pixcellence. A UK based company who specialise in Asian Wedding Photography