Having a newsletter can really help your grow your business in multiple ways.
It keeps an open, trusting relationship between your current clients and keeps potential clients at your fingertips.
Are you fully utilizing email marketing to your advantage? Here are some ways to make your newsletter more successful.
First, you need a database of your target clients.
This can be existing clients or potential clients. If you already have clients, then you already have the perfect database, just ask them if they would like to be added to your newsletter.
For potential clients, I have a system by Hello Bar on my website that ask visitors if they would like to be added to my newsletter. It captures their information and automatically adds to my mailing system.
You can offer an incentive for signing-up, let potential clients know how it can benefit them. I recommend using MailChimp for sending emails because it’s free if you have less than 2,000 subscribers and customizable to your branding. It also tracks your open and click through rate which is a great way to track how people are responding to your newsletter.
Newsletters can help you reach a bigger audience because, well, not everyone has a Facebook or Instagram account. Just relying on social media for marketing will not cut it.
Second, you need interesting content to engage your audience.
Set aside time to work on your newsletter, don’t just throw something together and press send. Add a catchy subject line such as “Top Decorating Tips for Displaying Your Photos” or “Hello Sunshine!”, something that will prompt them to open the email.
Once your client opens the newsletter, you have their attention so make the most of it. Add fresh new images from that month throughout. This gets your clients excited about booking their next session and who doesn’t like looking at pretty pictures? Make it look professional by using your BEST work.
Consider dividing the news letter into sections, with headlines such as:
- What’s New: Let them know any exciting news about your business that month such as published articles or work in magazines.
- My Life: Share vacations you went on or cool places you have been in your community, this helps build relationships with your viewers.
- Videos: Add short films to your newsletter.
- Photography Tips: Give basic tips on how take better photos or how to dress for upcoming sessions.
- Decorating Tips: Share how they can creatively display images in their homes.
- Product of the Month: Highlight new products you offer through your business.
- Recipes: Add a section with your favorite recipes and content that appeals to your target audience.
This way you always have a blueprint and you just plug in the details.
Every now and then I will include a print credit or something along those lines to treat my clients for keeping in touch. Adding a button either linked to your website or to a portal where they can book a session directly from the newsletter can increase bookings. Add links to your social media so they have other ways to keep in touch.
This is also a great place to announce model calls for future sessions or projects you are working on. This makes your clients feel like they are priority and get the opportunity before others.
Third, have a plan.
When will you send out your newsletter? I would recommend either weekly or monthly for best results. You don’t want to seem too needy or not have enough to write about. I choose to send out a monthly email to recap the month.
My newsletter is scheduled to go out every month on the 1st at 1am every time. Be consistent, this way your viewers are expecting the newsletter and look forward to reading it.
What is the goal of your newsletter? It should be to build trust with current and potential clients. Your letter should provide valued information to your viewers. Create a strong newsletter that helps build your brand.
