Wedding planning businesses are always in demand, as it’s an evergreen industry. However, having a powerful marketing mix is the only way to cut through the competition. One component of that includes email marketing.
Most marketers underestimate the power of email marketing, but they shouldn’t. It can make a world’s difference if employed the right way. The trick is to know how to market your wedding planning services to your audience. In this blog, we’ll discuss the top email marketing tips to keep in mind when launching your campaign.
Have a professional website up and running
If you don’t already, have a conversion-focused website live. If you send an email, and a recipient looks you up online and can’t find your website, it leaves a terrible impression. Your website should have an About Us, Services, Portfolio, Contact Us, and Blog page. It should also have a “subscribe” button, preferably on your website blog, so your subscriber list keeps growing over time.
The website blog is a great place to clarify your audience’s concerns, such as how to craft beautiful wedding invitations, write them, and what design tips to follow. Make sure your content adds value for people and that you post articles regularly with a consistent frequency.
Structure and tailor your email to your audience
Next comes tailoring your email campaign to your target audience. Most people don’t have the time to read paragraphs of text in their emails, so avoid doing that at all costs. Instead, your email should be a blend of text and visuals. We recommend using an online graphic design tool like PosterMyWall to craft a stunning poster and embed it in your emails.
Check these email templates, pick the one you like, and customize it to your liking. Just make sure you use colors that go with your company logo and fonts so that it reflects your brand image. Be particular about the margins, and don’t clutter too much information on the flyer. Make the information as easy to digest as possible.
Ask the right questions
Your email should be informative and a value-addition to potential clients who are fed up with all the hassle of planning a wedding. Pique their curiosity by asking the right questions, such as the 3 biggest challenges when planning a wedding or the 5 tips to ensure everything is smooth on the wedding day. You could also share a past client’s story and specify their problems and how you tailored your services to solve their unique problems.
But don’t just write in text form — text is boring, and no one would want to read it. You want to share this information on a dynamic flyer with visuals and colorful fonts. Use bullet points to structure your content and make it as easily digestible as possible.
Offer a free wedding consultation
If you’re a new wedding-planning business, it’s a good idea to offer free consultations to new clients. Wedding-planning is a tricky business and people are naturally going to be reluctant to sign up with you. A free consultation lets them discuss the nitty-gritty details of every aspect of the wedding and take your feedback on how you’ll manage everything.
Provide a link to the free consultation in your email. Again, present the information in a poster form so that it’s easily readable. Tell your audience to come prepared with particular details about the event, like their budget, preferred decoration designs, and food. You could also do a consultation online via video conference — it’ll be more accessible for your clients.
Never take someone’s ability to unsubscribe
Most marketers make the mistake of hiding the unsubscribe button in their emails so that people can’t unsubscribe directly from their Outlook app. This is the worst thing you can do — people who want to unsubscribe will do so, and you can’t stop them. Instead, focus on providing value to them consistently so that they don’t think of unsubscribing in the first place.
The trick to not get canceled is good content — most of your email should discuss the customer’s problems in planning a wedding. Show them you’re on their side because the first rule of making a sale is to establish trust and a good rapport. If you keep advertising yourself, you’d fall on deaf ears.
A final piece of advice
Not every wedding planning business is the same, so you’ll need to experiment with each strategy and tailor it to your target audience to determine which ones work best for you. Customers aren’t likely to take your word for it. They may even not trust customer testimonials on your website, so make sure you list yourself on GoogleMyBusiness and other classified sites. Slowly, you’ll get customer reviews — all the evidence new customers need to get your wedding-planning services.