What actually works in email marketing is not set in stone.
Wouldn’t this be an invaluable article if I could truly bestow exact answers that make every email attractive to every viewer, and get you a 100% open rate? I wish I could.
But there are some pointers that have been shared with me over multiple conversations with people in the industry that are worth considering when you’re sending emails.
Email marketing can be a powerful complement to a photographer or illustrator’s marketing efforts – generating new business, reinvigorating existing business and continuing conversations with interested parties. But email campaigns must be well thought-out, properly executed, considerate of your viewers and respectful of their boundaries. Two concepts, consistency and cohesiveness, will always garner better results than just winging it.
You can test your emails to see what’s most effective. It takes time to correctly set up the information you want to test, and you need to make sure your test group is large enough to provide conclusive results that will help you make effective marketing decisions. You can test different subject lines, different calls to action or audience segmentations. A word of caution: Test only one element at a time or the test will be inconclusive and useless.
You need people to open your email, but remember that you’re selling your services and capabilities as a photographer or illustrator. Your choice of imagery is massively important. If you don’t pick an image that has a ton of impact or you over-saturate your message with too many images, you can forget getting anyone to stay for more than two seconds.
Remember, if you want people to feel like they can get “more,” you need to spell that out!
Good luck with your email marketing! Be smart, arm yourself with knowledge, support your brand, choose your words wisely and pick memorable imagery with real impact!
Katherine Hennessy is a representative and consultant with a proven track record based upon a strong creative background, practical and street-smarts education, and high ethics, paired with agency experience, relationships throughout the photographic industry, and pure gut instinct. kate & company
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