Have you heard of the saying “Never build a house on rented land” before?
It underscores how unpredictable it is to rely solely on platforms like Instagram or TikTok for your marketing efforts as a photographer. You don’t “own” that land, so when you depend on it as your only source of referrals and new business, it could be risky.
Think of it this way. Have you ever asked yourself …
“Why has my reach on Instagram gone down?”
“No one is seeing my posts anymore!
“I have past clients that I am not marketing to and staying in front of!”
“Competing for attention online is harder than ever before!”
Well … have you considered email marketing?
Email marketing is – and has consistently been – alive and well!
And your email list is “land” that you own, so it’s a great place to build a house!
Why email marketing is a great strategy for photographers
So – why email marketing for your photography marketing efforts?
Well – your email list is yours. It belongs to you and no one else. You’re not “building your home on rented land” because you own it and can control it. And if the social media platforms go down or make changes (which they do all the time!), you aren’t a victim of their rules.
Additionally, the great thing about email marketing is that you get a direct line of communication with your audience, allowing for a more personal interaction that can lead to increased engagement and loyalty.
As a photographer, your work is highly visual and personal, so email marketing is the perfect platform to showcase your work while maintaining client relationships. Plus, it’s cost-effective, easy to measure, and allows you to reach people on any device.
5 easy email marketing examples for photographers
If you’re searching for how to use email marketing in your photography business, here are 5 quick and easy ways you can use email marketing as a photographer today.
- Promotions: Send emails tailored to the season. Offer special mini-session packages for holidays like Christmas or themed shoots in the spring and fall. These limited-time offers encourage timely responses and can quickly fill your calendar.
- Updates: Keep your clients up to date with what you are up to. Share your latest projects, behind-the-scenes content, and any business updates. This keeps your loyal clients engaged and informed about you as a photographer. It’s a great complement to a social media strategy.
- Education: Share tips on how clients can prepare for photoshoots, the best outfits for different types of photography, or how to display and preserve photographs. Educational content positions you as an expert in your field and adds value to your interactions.
- Client spotlight: Feature stories of past shoots, spotlight clients, or share testimonials. This not only shows off your work but also builds social proof and trust with prospective clients who see the happiness and satisfaction of your past customers.
- Lead magnet: Create something of value for your target client that they’d want to download or get access to. Offer it as a free download in exchange for their email.
How to send email marketing campaigns and newsletters as a photographer
You obviously can’t just open up Gmail on your phone and start bulk-emailing dozens or hundreds of clients. You need an email marketing platform and system.
There are many great email marketing platforms for photographers. For example:
- Flodesk (built specifically for photographers)
- Mailchimp
- MailerLite
- Brevo
- Klaviyo
Want an even better solution for your email marketing? Sprout Studio offers email marketing, too! The best part is that it’s a part of your CRM, so not only do you not have to sign up for and pay for another software, but you can easily filter existing clients based on shoot date, status, and so much more!
Email marketing doesn’t have to be complicated. Here’s how to get started:
- Choose the right email marketing software.
- Import your email list or auto-select it if you’re using Sprout Studio for your email marketing.
- Segment your list so not all clients get every email – you don’t want to be spammy. Again, if you’re using Sprout Studio, you can segment based on variables already in your CRM.
- Write your first email campaign – feel free to grab inspiration above.
- Monitor and adapt
Email marketing for you as a photographer is a crucial part of your marketing toolkit. If you are not already utilizing it, it’s something you should not delay any longer. By integrating these simple strategies into your marketing efforts, you can maintain a strong connection with your audience, showcase your work, and build lasting relationships.
