Top Mistakes Most Photographers Make in their Email Marketing Campaigns
Do you know how you can effectively connect with prospective clients and photo buyers? Do you know how you can get their attention without going overboard? Do you have any idea on how you can impress them enough to make them want to do business with you? If you are at a loss on how you can do these things right, here are some things that you absolutely need to know.
By far, email marketing is one of the mediums most photographers use to reach and communicate with potential photo buyers. However, a lot of them do not know how to use this channel effectively to accomplish their goals. What do photographers keep doing wrong? What are the top mistakes they keep doing again and again? Here are some of the things you need to avoid to get the best results from all your email marketing efforts:
Being too aggressive. While most photo buyers will appreciate meeting new talents, they certainly do not appreciate being sought after repeatedly. They will not appreciate receiving an onslaught of emails and phone calls on the same subject each day. Photographers who do this are often viewed as unprofessional – and consumer buyers simply do not tolerate this kind of behavior.
Not tailor-fitting your email campaigns. If you are sending your work to photo buyers, make sure you only use relevant materials in showcasing your talent. Do your research before sending out your emails to make sure you are sending the right materials to the right people. So, if you are targeting a food magazine, then do not send fashion shots. Well, you surely get the idea.
Sending mass emails. Another mistake most photographers make is sending mass emails to their prospective buyers. To make sure your emails gets noticed, you should try to be more personal. You can effectively do this by including the editor’s name in your email. It is also a good idea to make specific references to the features of the magazine you are aiming to do business with to let your prospect know that you have taken the time to do your research.
Using too many images. You need to know that most photo buyers believe that less is more. So, choose your best relevant samples and use it to get their attention. Do not send your whole portfolio. After all, they wouldn’t have the time to check it out. Believe me, if they love what they see, they will definitely ask for more.
Trying to trick prospective buyers. Trying to outsmart prospective buyers by posing as a colleague or using “Re:” in the subject line will not get you far. In fact, it will only irritate and ultimately burn your chances of doing business with them.
Using a less than formal tone. Do not sound like you have already met or known your prospective clients but do try to sound like you are a friend. Treat them with courtesy and a certain degree of professionalism at all times. You can also use humour selectively.
Not showing enough attention to details. A photographer who shows careful attention to detail will always have the greatest chances of clinching that contract. So, make sure to choose the most relevant images in your portfolio and use a matching text to go along with your email campaigns. Check for any typographical errors and make sure to put your contact information where your prospective buyers will easily find it. That’s the right way to do it.
Having a website that offers nothing but negative user experience. If you are not technically capable of designing your own website, then don’t even try to do it on your own. Look for someone who can highlight your portfolio in the best light possible. You just wouldn’t believe how many great talents fail to get favourable business as a result of a badly designed website.
Attracting the attention and interest of photo buyers can be a lot easier if you know how to do it right. Now, since you already know the things you should avoid in marketing your work to your prospective clients, the rest of the pieces will definitely fall into place quite nicely. Good luck!
I always include my course at the bottom of these articles via this link so you can get underway with your own photography customers when you’re ready.
Good luck in your email marketing campaigns,
Ray Baker
