An email auto responder is simply a series of prewritten emails that are delivered to subscribers in a predetermined sequence and rate. This single addition to the wedding page of my website has proven to be a winner in relation to better client engagement and more bookings.
This is the one thing I wish I had done earlier and I urge you to implement if you want to see an increase in bookings.
Before I explain how to set up and implement the way I do and why I believe it works so well, it's important that if you're familiar with auto responders, the real secret to its success is coming up with ‘something' that entices visitors to feel as though it's worth subscribing to receive your emails.
I tried a couple of things with limited success – first up was a fear style article – “5 Things No Wedding Photographer Wants You To Know” which worked to some degree but not great. It didn't attract enough email addresses.
I then tried a more feel good ‘how to' article, “Top 10 Tips For The Perfect Wedding” that wasn't available on my blog or anywhere else. It too attracted limited sign ups.
I knew this was worth pursuing because of the response I was getting form the few sign ups I was getting. I racked my brain for something that a bride (and groom) would want from me that I could offer. Finally it occurred to me after looking at so many other photographers websites. Barely anyone displayed their price list… including me at Impact Images. If someone wanted my prices they had to email or call up for access or to have it posted out.
That was it… my price list!
Since adding my price list as the “reward” for giving me your email address the response has been fantastic! Plus, it's all done automatically once set up. No more emails to request a price list, the bride enters her name and email, the price list is delivered via email and she in turn receives my series of pre written emails. More on them in a moment.
How does it all work?
To get your email auto responder working, you will need a program that makes it all happen. I use Aweber which costs around $20 per month and is incredibly good at what it does, has great support and is easy to use after little familiarisation. Other popular programs are Mail Chimp, which is free up to a certain number of subscribers, Infusionsoft, iContact and there are more. I went straight to Aweber after doing some research and would recommend it to you.
What ever you decide, I'll use Aweber from here on in as my examples although it will all be relevant for whichever service you decide on.
Once you have signed up with an auto responder service, you'll need to create a form for your website for visitors to add their name and/or email address. By collecting a name, you can personalise your future emails to that subscriber.
This form can be created with your auto responder service or with 3rd party plugins like OPtin Skin, which I use for my forms because I think they look better and are more customisable.
This is the subscription form I use on my wedding page – created using Optin Skin.
Once someone adds their name and email they are taken to another page on your website (that you create) which lets them know they are almost done and you are sending them an email to confirm it is OK for you to send them more information. This is referred as a “double option” and must be used with some email programs to prevent spam. By clicking on the link in your automatically generated email the bride is confirming, yes, it's OK to send her more emails in the future plus the information she actually signed up for – in my case, my wedding price list.
Once this link is clicked, she is automatically redirected to another page on your website with your price list or instructions on how to download it.
You can see examples of both these pages on my website: my Almost Done page and my Thank You page.
The important thing is to deliver exactly what you promised in your sign up form straight away.
Once this process is complete, you have a new subscriber to your prewritten emails that will be delivered automatically at intervals that you set.
What should your emails include?
Certainly not constant promotional material about how good you are. Not content found on your website or Facebook page and not spammy emails that will drive her away. Your number one aim is to add value to her life with helpful and useful content – it doesn't even have to be related to wedding photography.
Once you are adding value, you can weave in some self promotion. Your aim is for engagement and to help.
Here are some examples of good email content:
- Recommended suppliers and why
- Tips and hints for better wedding photos
- What to avoid on your wedding day
- How to plan for rain, sun, wind etc
- Recommended wedding websites
- Links to relevant Pinterest boards
- Advice on how to pay less for something – ie discount cards, weekday weddings, winter weddings etc
Remember, your number one aim is to add value first, self promote a distant 2nd.
One great idea is to ask questions in your emails – “Are you struggling to find a good (insert wedding service here), maybe I can help? I've been photographing weddings for a while and know the best local service providers.”
Questions like these increase your chance of engagement which is exactly what you want! Once you have engagement you can show how good and nice you are, you're winning her over with every new tip or piece of advice in your emails.
The Balancing act
The balancing act you have to play with your emails is too many emails and your potential bride will unsubscribe – which she can do with a single click. Too few or emails that are too spaced out and she may book someone else before you have a chance to build up more of a relationship.
Most experts recommend spreading your emails to once a fortnight or even monthly. The problem with wedding clients is they are actively looking to book services and are operating on a deadline.
I send emails almost weekly (automatically) and although I lose a few to unsubscribing, I have found this a good balance. An easy way to gauge the “liveability” of your emails is when a bride tells you she has booked another photographer but still wants to receive your emails – a great sign you're delivering good helpful content.
An easy way to do this is by asking a question like:
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Often, my reply to this email is they have booked a photographer but thanks for the tips and advice via email. My reply is they can unsubscribe anytime by clicking the link at the bottom of any email I send or they can keep receiving my tips. Invariably, they stay on my list. What's the use you might be thinking if they have booked someone else? Well, if their experience is in any way not fantastic with who they chose and a friend is getting married, I'm a sure bet as a look in for her friend.
Currently I have 22 emails in my series for brides to be that are spaced out over 18 weeks. You can have more or less but you don't need to write these all at once. You can add one or two each week and once they are done, they're done for every subscriber.
Here is a reply that actually came in while writing this post:
I really appreciate all the info, you're right, it's not everyday you plan a wedding nor had I envisaged myself being a bride so all the help I can get the better.
Tip one - I've taken onboard as I have been closer to one sister and the other I want to strangle, so going to chill out now.
I have spoken briefly via email to Natalie and I'm going to try to set up a Skype call next week if I can as I'm not in Newcastle till the 23rd of this month.
Thanks once again for the info, not many people seem to be so helpful, actually takes a little pressure off.
Regards
Julie
Just so it's clear – if one girl subscribes today, she receives all 22 em