Although Harry Potter and his wizard friends happily use owls to ferry their messages around, that won’t really work out too well for professional photographers.
Instead, you need something a bit more sophisticated, like a good email marketing campaign.
Today’s topic is how to create an email marketing campaign for your photography business.
In particular, we’ll look at why email marketing is important and some email marketing campaign ideas you can use or adapt for your business.
I’ll also share a couple of great resources to help you get the job done right and save you time in the process.
The Dangers Of Ignoring Email Marketing
One of my favorite questions for my podcast guests is designed to reveal some of the harder lessons we have to learn on our photographic journey, and it goes a bit like this:
If you could steal the TARDIS from Doctor Who and visit an earlier version of yourself, what advice would you have for the younger you?
For me, this is a very easy question to answer, and I would make a bee line straight for the day I started my photography business here in Memphis. That was the day I would hammer home to my earlier self the importance of starting an email marketing campaign from day one.
Of course, we can’t change the past, and like many other photographers, I ignored email marketing for way too long, not realizing I was forgetting to use the single most powerful tool we have in our marketing bag of tricks.
Back in those early days, I suffered from the same misconceptions and broken assumptions that many business owners seem to have about using email to communicate with my potential customers.
For example, here are just some of the excuses I told myself back then:
- There’s too much spam going around so people won’t open my emails anyway…
- I’m a photographer, not a writer…
- Email marketing is too complicated to set up…
- I already use email to communicate with people who are interested in what I do…
- If I start a newsletter then I’m probably going to run out of ideas pretty fast…
- The search engines will send me all the potential clients I need…
Although social media hadn’t really gotten into full swing back then, if it had then I’m sure I would have said that social media was going to kill email marketing stone dead.
Clearly, that hasn’t happened and, when I look back at the rather blinkered attitude I had in those days, it’s enough to make me slap my head at just how dumb I was not to include email in my marketing strategy. I’m even more surprised at myself when I remember that I’m one of those people who actually enjoys marketing.
So, I get it – for anyone who finds marketing less than thrilling, it must be easier still to leave email marketing out of the mix because it would only add more admin work when you would rather be out there creating photographs instead.
As you’ll see from the rest of this article, ignoring email as a marketing tool can be a huge mistake…
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