Why Email Marketing is Vital in Your Photography Business

Introduction: If you’re a photographer who doesn’t use email marketing to its fullest, this blog will show you why email marketing is vital in your photography business for growth.

Social media often takes the spotlight when it comes to marketing your photography business, but email marketing is vital in your photography business. For photographers, building and nurturing client relationships is key, and email marketing offers a personal, direct way to connect with your audience.

Whether you’re sharing promotions, new services, or simply keeping clients updated with your latest work, a well-crafted email strategy can help drive bookings, build loyalty, and grow your business. Let’s explore why email marketing is vital in your photography business.  

Bonus PDF – 10 FREE Email Templates – Just Copy, Edit & Paste!

Benefits of Email Marketing for Photographers.

One of the biggest advantages of email marketing is that it’s cost-effective. Whether you’re just starting out or you’re a small business owner looking to grow, building an email list is one of the best ways to reach your clients without spending a fortune. Unlike traditional advertising or even some digital platforms, email campaigns can be sent out to thousands of people at once, without breaking the bank. 

Another key benefit is that email marketing helps build loyalty. Sending out regular email newsletters to your subscribers keeps you top of mind. Over time, as your audience becomes familiar with your work and your brand, they are more likely to book a session with you when the need arises. 

I’ve come across too many stories over the years where small businesses, after building a thriving customer base, failed to secure their clients’ email addresses. In some cases, they lost the majority of their business overnight. This is why emails should also be viewed as a form of insurance.

Email marketing is vital in your photography business compared to social media. With the right email marketing tools, you can segment your mailing list to send targeted emails to specific groups of subscribers. This means you can tailor your email content to suit different needs. This will increase the likelihood that your email campaigns will resonate with each segment. Ultimately, email marketing helps you strengthen your brand and create a consistent presence in your clients’ inboxes. Whether you’re promoting special offers, sharing updates or simply staying connected a thoughtful email marketing strategy can take your photography business to the next level. 

Choosing an Email Marketing Service Provider

When it comes to choosing an email marketing platform, there are plenty of options to explore. Some of the top providers include Mailchimp, Kit, formally ConvertKit, Mailerlite, Flodesk, to name but a few.

I’ve personally used Mailchimp and Mailerlite but have settled with Kit. The platform is very easy to use. I love the templates and the ability to earn money by selling digital products. They also have a ‘Creator Profile’. You can set up and recommend other people in your niche that your followers may also enjoy. In return, other creators may recommend you which will help boost your subscribers.

Many of these platforms offer free trials or limited accounts for up to a certain number of email subscribers. It’s a great way to start building your contact lists without upfront costs. 

These platforms also come with useful features like tracking key metrics such as open rates, click-through rates, and overall engagement. This is crucial for evaluating the success of your email marketing efforts. For example, you can see which emails are performing well and which ones may need tweaking. The ability to track email performance gives you insights into what your audience responds to. You can create more of the content that resonates with them. 

Building your Email List

Your email list is the foundation of your email marketing strategy, and there are various ways to grow it. The larger and more targeted your list, the better your chances of converting subscribers into clients. There are several ways to grow your list. It’s a good idea to utilise multiple strategies to ensure you reach as many potential customers as possible.

1. Ask for Email Addresses on the Booking Form.

If you’re already working with clients, one of the easiest ways to grow your list is to ask for their email addresses during the booking process. Include a simple checkbox on your booking forms to allow clients to opt-in to your email list. This is a great way to keep them informed about upcoming promotions, special offer or new services. 

2.  Use Pop-ups on Your Website.

One of the most effective ways is by adding sign-up forms or pop-ups on your photography website. You’ve likely seen these on other sites – a small window that asks for your email address in exchange for something valuable, such as a free PDF guide or a discount code. 

When designing pop-ups, ensure they include an easy-to-see ‘X’ so users can close them easily if they’re not interested. Pop-ups are indeed a great way to gain new subscribers, but it’s essential to use them thoughtfully.

Make sure your pop-up isn’t intrusive. Adjust the settings so it doesn’t appear too frequently on the same user. (I have this set for not more than 45 days). You can set the pop-up to show only after someone has been on your website for a set time, or when they’ve scrolled a certain percentage of the page. This approach makes it more likely they’re engaged with your content and willing to sign up. 

3. Offer an Incentive.

Offering an incentive is another excellent way to encourage sign-ups. For example, if you’re a wedding photographer, you could offer a free guide with ’10 Tips for Choosing the Perfect Wedding Venue'”. This provides value to potential clients while also getting the contact information for future marketing. Who knows, they may choose you to capture their special day!

4. Encourage Sign-Ups at Events

If you attend events or expos, make it easy for people to join your email list. Instead of using old-fashioned pen and paper, consider using a QR code. Display It at your booth or on your table so people can quickly scan it with their phone and be taken directly to a sign-up form. This method is quick and easy, and eliminates the risk of misreading handwriting or losing sign-up sheets.

5. Cross-Promote on Social Media

Don’t forget to promote your email list on your social media platforms. You can offer the same incentives – a freebie, guide or discount – and encourage your followers to join. Regularly remind your social media audience about the benefits of joining your mailing list, such as access to exclusive content or social promotions. 

Segmenting your Email List.

Segmentation is a powerful tool for any small business owner, as it allows you to target specific groups wishing your list based on their interests, preferences, and behaviours. This makes your email campaigns more relevant and increases your open and conversion rates.

For instance, if you’re a wedding photographer, you might want to divide your list into to segments: engaged couples and married couples. This way you can send tailored emails to each group. Engaged couples might appreciate content about planning their wedding, while married couples might be more interested in anniversary shoots or family photography sessions. 

Single or Double Opt-in: Which is Better?

When someone signs up for your email list, you can choose whether to require them to confirm their subscription (double opt-in) or automatically add them to your list (single opt-in)

• Single Opt-in means subscribers are added to your mailing list immediately after signing up, with no further action required. This method usually leads to a faster-growing list, but it might also include people who are less engaged, as they may not have taken the extra step to confirm the subscription.
• Double opt-in on the other hand, requires subscribers to confirm their email address by clicking a link in a confirmation emails. This ensures that your list is make up of people who are genuinely interest in your content, which can lead to better engagement and fewer spam complaints. However, the extra step may deter some users from completing the process. I have a double opt-in on my emails, I like to think the people who really value what I write about and want to be on my list are happy to do that extra step.

Scheduling Your Emails

The timing and frequency of your emails are crucial factors in your email marketing success. Most email marketing platforms offer A/B testing, allowing you to experiment with different send times, subject lines etc and see what works best for your audience. 

For example, you can send one version of your email to half of your list last at 10 am and the other half at 6 pm to see which time generates higher open rates. Similarly, you can test sending your emails on different days of the week. Once you have enough data, you’ll be able to identify the best times to send emails to your audience. 

How Often Should Your Send Emails?

This is a question many small business owners struggle with. Some believe more frequent emails are better, while others are wary of overwhelming their subscribers. In reality, it depends on your audience and the type of content you’re sending.

As a photographer, sending at least one email per week is a bare minimum. I currently send two emails per week, and possibly increasing to three. Each email will have its own specific agenda, but having multiple emails per week will enable you to keep your emails shorter rather than go into lengthy pages.

Consistency is key – sending your emails on the same day and time each week will help your subscribers know when to expect them. In addition to regular newsletters, you can also send out social promotions, announcements, or seasonal updates as needed. I email all my subscribers when a new blog is published, which is every week as well as a regular educational type email. 

What to Include in Your Emails.

The content of your emails is just as important as when and how often you send them. Quality is paramount. The goal is to build trust, create engagement, and ultimately convert subscribers into clients. 

I quite often tend to tell a story in my emails. Sometimes something that happened to me, and I’m able to use that story to let my subscribers get to know me but I also use it to be the basis for the educational content I may be writing about. 

1. Engaging Subject Lines

Your subject line is the first thing your subscribers will see in their email program or on their phone, so it needs to grab their attention. Include a bit of curiosity, humour or urgency to entice them to open the email. Emojis can also help your subject line stand out, but use them sparingly to avoid looking unprofessional. 

2. Personal Touch

One of the benefits of email marketing is the ability to personalise your messages. Most email marketing tools allow you to include your subscriber’s first name in your emails, which can help make your messages feel more personal. You can also share personal stories or behind-the-scenes glimpses of your work, giving your subscribers an inside look at what goes into your photography sessions.

3. Valuable Content

Each email should provide value to your subscribers. This could be in the form of tips, advice, or insights, related to your photography niche. For example, if you’re a family photographer, you might include tips on what to wear for a family photo shoot or how to prepare young children for a photo session. If you’re a wedding photographer, you could share advice for planning a stress-free wedding day or the best times for outdoor portraits. 

4. Calls to Action

Don’t forget to include a clear call to action in every email. Whether it’s booking a session, following you on social media, or downloading a free guide, make sure your readers know exactly what you want them to do next. 

Measuring Success: Key Metrics to Track.

To ensure your email marketing strategy is effective, you’ll need to track key metrics such as open rates, click-through rates, and conversion rates These metrics will help you understand how well your emails are performing and where you can improve. 

• Open rates tell you how many people opened your email, giving you a good indication of how engaging your subject line is. 
• Click-through rates measure how many people clicked on a link in your email, helping you assess the effectiveness of your content and calls to action. 
• Conversion rates show how many subscribers took the desired action, such as booking a session or downloading a guide. 

By monitoring these metrics, you can make adjustments to your content, timing and frequency to improve your overall results. 

Final Thoughts

Email marketing is vital in your photography business for professional photographers like you to grow their business and build lasting relationships with their clients. By creating a strategy that focuses on personalisation, valuable content, and consistent engagement, you can convert your subscribers into loyal customers.

Don’t forget to experiment with different formats, segment your list for more targeted communication, and track your results to continually refine your approach. With the right strategy, email marketing can be an incredibly effective tool for your photography business. 

I hope you’ve found this blog helpful in showing you just some of the fun ways you or your clients can include their pets in their wedding day.

Don’t forget to download your free PDF which includes all these ideas, plus there’s an extra bonus PDF for you!

Many thanks for reading. Please let me know if I can help with the success of your Photography business or your Etsy shop.

Nicky x

Bonus PDF – 10 FREE Email Templates – Just Copy, Edit & Paste!