Do you want to know the number one thing that will help you to grow your wedding business in 2019?
Not Instagram, or Pinterest or Facebook. No. Try again.
It’s email marketing.
As a Wedding Industry Professional email marketing is absolutely vital to the success and sustainability of your business.
I know it doesn’t sound as sexy as creating gorgeous images for your Instagram feed, however, remember you don’t own your followers on Instagram, but you do own your email list.
Social media is a wonderful thing, and you definitely need a presence on Instagram & Pinterest, but it is also getting increasingly difficult to beat those algorigthms, be seen and heard above all the noise, and get in front of your ideal client on those platforms.
In 2022 half the world’s population are predicted to be using email both personally and in business. That is a HUGE statistic.
I want to share with you 3 reasons you need to be focusing on email marketing to grow your wedding business in 2019.
Plus, if you want to learn some top and easy to implement email strategies and get my swipe file of 10 Email Templates for Wedding Pros then you can register for my FREE Webinar Training on Weds, 21st of November, by clicking below.
No 1 – It builds the Know, Like, Trust factor
Have you ever heard of a nurture campaign? I know it sounds a bit techy and probably makes you groan but it’s actually quite simple.
A nurture campaign is a series of emails you send out to your leads and bridal clients to develop that all important relationship with them.
As an example, let’s say you’re a wedding planner and you’ve received an enquiry through your website for a wedding in 18 months time. You could design a nurture sequence with 5 or 6 emails that are packed full of useful information on planning a wedding.
These emails would be strategically designed to build your know, like and trust factor with this potential client.
Let’s look at what you could include as part of your nurture campaign:
- Email 1 – a quick intro and a question. Something like ‘what is the biggest challenge you face planning your wedding?’
- Email 2 – three top tips. Make this something valuable you know your ideal client will find useful. These could be taken from your FAQs
- Email 3 – tell a story. Everyone wants to know the person behind the brand so tell them your story. Why did you become a wedding planner?
- Email 4 – get them to engage. Now they know you a little better try getting them to take part in a quiz. This could be anything such as ‘What’s your Wedding Style? Who doesn’t love a Cosmo type quiz.
- Email 5 – give them some inspiration. Show them how you’ve helped a previous client and pepper it with images that will inspire. Don’t use people in your images though, you want them to imagine themselves in that wedding and not be put off by other people being the focus.
- Email 6 – ask for the consultation. Now it’s time to go in for the kill and ask them to book a no obligation consultation with you. Give them a link to your online calendar
The beauty of these emails is they can all be written in advance and depending on the system you use also be set up to go out automatically each time you receive a website enquiry.
The best bit is that providing all this value to them it makes the decision to work with you so much easier, almost a no-brainer.
Now I’m not saying it’s easy but once you’ve got it nailed it will quite literally turn your wedding business around.
No 2 – Email marketing works hand-in-hand with your social media
Social media is called social for a reason. Its about being more personal and giving people a sneak peek into what life is like behind-the-scenes of your brand.
Your bridal clients are on Instagram to be inspired and not to be sold too.
They want to see the pretty pictures from the weddings you do, they want to see what the before and after looked like and they want to know whether you prefer coffee or tea when you’re creating designs in your studio.
However, your emails are where you take things to the next level as you’re holding their attention for longer and you’re aren’t fighting so many distractions. You can have a personal conversation which is between you and them not the rest of the social media world.
What you should be doing on social media is making sure you take every opportunity you can to get them on your email list. Every other post you do should be directing them to the link in your bio that in turn gets them to give you their email address. This is something I teach in my course for Wedding Pros.
No 3 – Email marketing is cost effective
Yep you heard me. Other than your own time in creating the email copy you can start building an email list for free. We started off using Mailchimp and as long as your list is under 2,000 subscribers they will allow you to use their service for free.
So when you really look at it there shouldn’t be anything stopping you from nailing an email strategy. But I do understand that it can be daunting, especially when you’re first starting out which is why I’ve created a Webinar Training for you to help.
ABOUT THE AUTHOR
Kylie is the CEO of the Academy and is a wedding business coach and mentor. Through her own experience running a planning and design company for ten years, she has now educated over 3500 new wedding and event professionals.