How Email Marketing Can Save Your Photography Business

Successful photographers know that the only way to stay in business is to stay in touch with people. One of the most effective ways to achieve this is to email advertising.

Email marketing is a very valuable tool for photographers as they can basically use it to promote their work. This method of communication works because it gives you the opportunity to work with long-term clients.

However, photographers are visual artists. They use their photos to communicate through their pictures. Therefore, writing may not come so easily to you.

But before you start sending email campaigns, let’s see why email marketing works and how you can improve it. Cover photo via Priscilla Du Preez.

Why Email Marketing Will Benefit Your Photography Business

Email marketing is a systematic way to build relationships. If you think about it, you might have a potential customer coming to your website. Still, they may not be ready to book.

It comes with the territory as clients typically search ten or twenty photographers online to understand what to expect. In return, they could sign up for your mailing list as part of their research. And you benefit from develop a relationship with them until they are ready to book.

This is why photographers can succeed with their business through email marketing. You will always be at the top of their minds instead of losing touch.

To make sure you’re using email marketing to its full potential, start by creating a workable strategy and using the tips below to improve your emails.

How to Use Email Marketing Effectively

Email marketing as a sales and growth channel can be very beneficial for photographers and large agencies. Here’s how to use email marketing effectively when running a creative production business.

1. Offer value to subscribers

Your subscribers carefully signed up for your mailing list because they thought they might get something in return.

In exchange for their personal information, you must offer them something of value. If you already know your ideal target audience, you need to know what interests them.

For example, they might be happy to see how you photograph your clients and edit their photos. Behind-the-scenes stories are always inspiring and can potentially compel them to work with you.

If you think they would find value in something educational, they might appreciate getting a free guide to your shooting techniques.

2. Segment your followers

Depending on your niche, you may have more than one type of subscriber. Therefore, it helps to segment your list.

Segmentation divides your list into groups based on demographics, interests, and behaviors. Incorporating this activity into your messaging strategy is crucial as it helps you send more very relevant and personalized messages to each group.

One of the benefits is that it reduces your unsubscribe rates and improves your email performance, such as click-through and open rates.

3. Create engaging subject lines

An attractive subject line is what entices readers to open your emails. This is crucial for your email marketing strategy as it helps you stand out in a crowded inbox.

Here are some ways to create compelling subject lines:

  • Keep it concise by using powerful words to wrap them up.
  • Personalize by including subscriber names and incorporating personality.

4. Engage with a call to action

You’ve worked hard to get your subscribers to open the email and read the copy. Now, what do you want your subscribers to do at the end of the email? What is the overall goal you intend to achieve?

Maybe you want them to read a blog post you wrote about a recent shoot. Or you can ask them to reply to your email to connect.

Whatever that end goal is, be sure to use a compelling CTA at the bottom of your post.

The CTA should be large enough to type – and clear, so the reader knows where the link will take them.

Photo via Vinicius “amnx” Amano.

5. Test and measure success

Tracking your performance and evaluating it regularly is the only way to improve the effectiveness of your campaigns.

Consider using A/B testing, where you test different emails to see which gives you the best results.

Be sure to pay attention to your KPIs (Key Performance Indicators) to track these results. When you systematically test and track your performance resultsyou will notice frequent patterns.

Therefore, you will need to monitor your open and click-through rates to determine which emails get the most engagement.

Use email marketing to keep your customers engaged

By focusing on engagement and relationship building, your business will increase sales. When using email marketing tactics to achieve your business goals, keep the tips above in mind and always work to improve them.

Email marketing can be an ingenious tool for your photography business, which is why it’s a worthwhile investment.

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