Email marketing for photographers
Need help crafting content or managing your email campaigns?
Email marketing, aka electronic direct mail, is far from dead. In fact, email remains one of the best distribution channels of content to those already familiar with your brand, especially with organic reach for businesses shrinking on social media platforms such as Facebook and Instagram.
Photomo can assist photographers embracing email marketing through collaborative content creation, email template creation, email campaign management, manual audience updates, audience segmenting and email list signup integration with websites and Facebook pages.
Collaborative approach to creating photographer emails that convert
With open rates typically far higher than Facebook organic reach, delivering valuable content by email remains a key component of digital marketing strategies for photographers. Email campaigns enable you to stay top of mind while engaging both prospective first-time and repeat clients.
Photomo takes a collaborative approach to content creation for email marketing, seeking input from clients, but handles all the nitty-gritty including designing the email, designing any special website landing page required and writing the subject line, the preview text and the Call To Action. At all times, the emphasis is on maximising the open rate, maximising the click rate and maximising the conversion rate to provide maximum benefit to your photography business.
Email list management
Already have an email list? Fantastic! That’s a great starting point. Regardless of whether you do or don’t, however, Photomo can assist in building your list through implementation of best practices. This can include strategising around the creation of a lead magnet, as well as optimising sign-up forms on your website and Facebook page.
Segmenting your list so that you deliver the most relevant content to each contact is also highly recommended and measures can be taken to achieve this too.
Email template design
As photography is a visual medium, ditching boring text-only emails for HTML emails including images is a no-brainer. It’s wise to opt for a professionally-designed, on-brand email template to help portray your brand in the best possible light and help ensure style consistency is maintained across each campaign that is launched.
The creation of an email template also streamlines the creation of each email campaign, with minor layout adjustments able to be made quickly and easily as required.
Email content creation
Providing value is the key to any content marketing strategy, including email campaigns. Photomo collaborates with clients over content to be included in each campaign – whether writing from scratch or editing your draft – while ensuring value is high, any Calls To Action are clear and any external links (such as to your website) are set up properly for the purposes of conversion tracking.
Ensuring accurate tracking of website traffic and conversions arising from email campaigns can help to inform future content strategy.
Tools of the trade
Photomo recommends Mailchimp as an email marketing platform, however can also manage email campaigns for photographers in AWeber, Constant Contact, ConvertKit or other software alternatives. Simply confirm your preferred platform when enquiring about Photomo’s services.
