There’s no replacement for doing your homework and creating highly targeted emails for clients and art buyers. If you ask any given photo buyer, they’ll say that very few photographers work hard to tailor their email promotions to the right audience. Taking advantage of this is an easy way to stand out from the crowd!
Once you’ve researched who to reach out to and what they’re interested in, you’ve actually already done the bulk of the work.
Most clients and art buyers want to see images embedded in the email. If they have to click on a link or open an attachment to view your work, they might decide that it’s not worth their time and move on.
Start with a short introductory sentence about why you’re reaching out, include two to three images and say what they’re from, and list important details. Finally, include a link to your website and your contact information.
The last step in creating an effective email is to test it out. See how your email looks in different email clients such as Gmail and Outlook. If you use HTML text and web-safe fonts, then you shouldn’t have problems with your email bouncing. But since some email clients block images by default, you may also want to attach them as separate JPEGs in addition to embedding them in the email.
As with any communication, it’s a good idea to follow up. Give it a few weeks before sending a follow-up email to remind the client or buyer that you’re still alive. Remember, the newcomer rarely gets in on the first attempt.
Learn more about how to leverage email into a marketing and sales tool with PhotoShelter’s Free Guide: Email Marketing for Photographers.
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