Use Email Marketing to Stay Top of Mind
A couple of years ago I decided to finally get serious about my email marketing efforts. I am so glad I did! I’d love to tell you a little about my process and the results I’ve been seeing from it.
First off, I use Flodesk for both my business email marketing and for getting info out to our local Rising Tide Society chapter (Champaign-Urbana, IL).
Audience
I previously used one of the well-known mainstream email systems, but switched to Flodesk based on the features, ease of use, and overall look (read: pretty) of their emails. I already had a pretty good email list going from that and was able to transfer all those subscribers to Flodesk when I made the leap. I also have several opt-ins in various places online — my website, pop-up, social media, blog posts, etc. I post the link to sign up for my newsletter fairly often and because of that, I get a handful of new subscribers every month.
Additionally, my Honeybook clients get added to my list (with their permission) once they have a project started within my CRM. There are also ways to get people to sign up to your list from events. I recently held an open house at my studio, and people were able to scan a QR code there to enter to win a headshot, and were added to my audience directly from that.
Frequency
You can send emails as frequently or as infrequently as you’d like. For me, monthly seems to be the sweet spot, so I aim to send all my emails on the first of the month. If you are heavier into sales or products though, it might make more sense for you to send weekly or even daily emails. And if you can’t commit to even monthly, you could do quarterly or bi-annually, especially while you get into a rhythm.
Content
I get it — sometimes it is hard to come up with content! I have a notebook where I keep all my client meeting notes and to-do lists. Each month I start a new list where I put my ideas for the following month’s newsletter. This makes it a lot easier and less stressful when I go to set up the email and I actually have content to plug in.
My content is usually short paragraphs with links to my recent blog posts & education, automatic booking links or schedulers, new services, upcoming events, and requests for reviews. I don’t want to constantly be selling, but instead offering useful and educational content to my audience so they keep coming back.
I also like to add a personal touch by often including links to some of my favorite things (this is a great way to use those affiliate links!). I’ll usually share what’s coming up in the next month, and that typically includes personal or family trips and outings.
Pro tip: Don’t reinvent the wheel every month!
From one month to the next, I will duplicate the previous month’s email and then just change out the photos, text, and links. That way the design is done and I just have to swap out the information.
Analytics
Flodesk also includes very robust analytics so you can see how your emails are performing. This is great for looking back and seeing what is working and isn’t working each month. It’s helpful see your open rate, monthly clicks, new subscribers, deliverability, best send times, how your forms are performing, and so much more. I recommend checking your analytics a few times a year to make adjustments to your strategy and get a feel for how your email marketing is working for you behind the scenes.
Main Goal
I’ve seen all kinds of goals and strategy for business emails. For me as a brand & business photographer, my ultimate goal with my newsletter is to stay Top of Mind. (This phrase will come as no surprise to my local RTS chapter and people in my network — I say it ALL the time!) I achieve this by simply sending one email per month. My audience has come to expect it, and I often get replies, bookings, and compliments as a result my emails.
For me, it is important to pop into previous clients’ email inboxes regularly and remind them that I am still here so they start thinking about their next photo session. My favorite thing is when someone replies back with, “I’ve been meaning to email you about new headshots for our office…” or something similar. Those are the moments that I know my brand and my email marketing are doing the hard work for me.
Wrap-up
If you aren’t already using email marketing on a regular basis, take this as your sign to start today! It doesn’t have to be complicated or lengthy. Find a couple of things you want to share with your audience and run with it. Email marketing is one of the best ways to directly reach your audience, rather than fighting against the algorithms of social media. Jump in and I am confident you will reap the benefits!
Ready to dive in 🦞 and reap the benefits of email marketing? Check out FLODESK which has its unlimited plan ($19/month!) available until 11/28 when the pricing structure will change. Lock in the best deal ever NOW before it’s too late!
Flodesk’s Unlimited plan is going away—and so is the chance to get unlimited emails and subscribers. Sign up before 11/28 with my code (click button below) to lock in the legacy plan.
(This post contains my Flodesk & Honeybook affiliate links.)