Covid has hit the professional photography industry hard. While many photographers have reported growth since early 2023, about two-thirds are struggling to catch up with or exceed pre-pandemic profits.
Despite the ever-changing landscape of our digital world, email marketing remains an important tool for photographers. If you’re ready to boost your photography business, it’s time to embrace an updated email marketing strategy.
At the Email List Company, we strive to provide the best resources for email marketing for photographers. From expanding your list of photography clients to providing the latest tips, we’ve got you covered.
Read on to learn how to improve your email marketing and boost your photography business in 2024.
Update Your Email Marketing List
When was the last time you took a look at who is receiving your emails? If you’re only expanding your email list when you gain a new client, you’re missing out on key opportunities. This is especially true for photographers whose services are only needed once or twice (think wedding or maternity photography vs. real estate photography).
If your email marketing list is out of date, it’s time to adopt some strategies for expansion. Create compelling calls-to-action (CTAs) to sign up for your email list on your website and social media. You can also partner with the Email List Company to access quality leads.
Segment Your Audience
Email personalization is key when reaching current and potential photography clients. If you’re sending emails that aren’t relevant to the recipient, they’re going to unsubscribe or delete your emails unread. Segmenting your audience is the first step toward personalization and you should start breaking down your email lists into categories based on:
- Key demographics (e.g., age, gender, income level, etc.)
- Previous purchases
- Geographic location
It’s also useful to consider niche-specific categories as a photographer. For example, if you do real estate photography, you may want to create separate campaigns for homeowners, real estate investors, and real estate agents.
Rethink Your Branding
It’s important to position your email marketing strategy within your overall marketing strategy. In other words, it needs to align with your branding and create cohesion between your website, social media, and in-person persona. As you revamp your email marketing strategy, it’s a good time to revisit your branding.
Do your branding materials still reflect you as a photographer, your business goals, or your clients? If you intend to make any changes to your brand, make sure that these changes are reflected across all channels, including your emails. In fact, you can use an emailed newsletter to announce these changes and the reasoning behind them.
Set Tangible Goals
If you’re firing off emails whenever the urge strikes, you’re not making the most out of your email marketing. Email marketing goals for photographers may include:
- Increasing referrals
- Boosting brand awareness
- Increasing consultations
- Promoting a specific package or deal
- Nurturing client relationships
Setting tangible goals will allow you to make calculated choices about the length and content of each email. It’s also much easier to target your emails when you know the intention behind them. Finally, goal-oriented marketing strategies are measurable, allowing you to learn from previous strategies.
Structure Your Emails for Success
Another problem with firing off emails at random is that you’re probably not paying much attention to structure. While emails tend to offer unlimited space to wax poetic about your photography services, some tips and tricks can boost your open rates and click-through rates.
For starters, you need a concise and captivating subject line. Shoot for about 60 characters and avoid details (like the “Re:” that can appear at the front of a forwarded or CC’d email) that may send you straight to spam.
Use an outline when drafting the body of your email. Begin with a greeting and cut to the chase to create interest right away. Add any additional details that can enhance desire and create clarity and, of course, don’t forget to add relevant, high-quality photos.
Finally, close it off with a compelling CTA that reflects the goal of your email. Make sure that your CTA is easy to complete by including links to relevant web pages.
A/B Test Your Emails
If there’s one thing we’re sure of, it’s that email marketing will remain a valuable tool for photographers in 2024. That said, you’ll still need to find the right segmenting and messaging that works best for your photography business. That’s where A/B testing can come in handy, especially when you’re adding a new goal or template to your campaign.
To perform A/B testing, you will need to:
- Come up with a clear goal
- Create two groups of recipients that are equal (or compatible) in size and relationship with your business
- Create two versions of an email that you hope will achieve the same goal
- Send out both versions at the same time
Once a set amount of time has passed, it’s time to look at the results to determine which version (A or B) got you closer to your goal.
Measure Your Results
None of these tips will help you become a successful photographer if you aren’t measuring your results. For example, you should take advantage of tools that measure the percentage of your emails that recipients open. Though it may seem low, an open rate of between 20 and 25% is considered good.
You can also measure results such as:
- Click-through rates (how many recipients click on a link in your email)
- Conversions (emails that generate profits)
- Bounce rates (emails that come back as undeliverable)
- Spam complaints
There’s no need to be discouraged by poor or unexpected results. Instead, use them as opportunities to learn what doesn’t so you can find methods that do.
We Make Email Marketing for Photographers Easier
Photography was one of many industries impacted by the pandemic. If you’re still struggling to recover, it’s time to go back to the drawing board. Email marketing for photographers is a great way to maintain good relationships with old clients and foster relationships with new clients.
Do you need help sprucing up your email list? Learn more about our email marketing tools for photographers.