As a photographer, email marketing offers a powerful way to nurture relationships with clients and boost album sales, particularly through targeted email templates. By building a strong email strategy, you can stay top of mind with your clients and gently guide them toward purchasing their wedding albums.
How you can use email marketing to boost your album sales:
1. Segment your email list
Not all clients are at the same stage in their album journey. By segmenting your email list, you can send more targeted, personalised messages that increase your profit margins. For example, you can create groups for:
- Recent clients who’ve just received their photos.
- Past clients who haven’t yet ordered an album.
- Clients who are booking you for their wedding photography and have shown interest in albums but haven’t yet committed.
- Tailoring your message based on these segments ensures you’re sending the right content to the right people at the right time.
2. Create a follow up email sequence
One of the best ways to encourage album sales is by setting up an automated email sequence. After your clients receive their gallery, send a series of helpful, persuasive emails that remind them of the importance of preserving their memories in an album, optimising your workflow. Here’s a potential sequence:
- Email 1: Showcase the beauty and value of a wedding album, emphasising how it’s a timeless keepsake.
- Email 2: Include testimonials and stories from past clients who were thrilled with their albums.
- Email 3: Offer a limited-time discount or promotion, such as free upgrades or a percentage off for album orders placed within a specific time frame.
- This sequence nurtures interest, builds excitement, and creates a sense of urgency.
3. Incorporate high quality visuals
As a photographer, you are a visual storyteller, and your email marketing should reflect that. Use high-quality images of your albums in your emails. Include before and after photos of clients’ album spreads, close-up shots of the album materials, and styled product shots to showcase your albums’ craftsmanship. The more visual appeal you can bring, the more likely clients will be inspired to purchase.
4. Provide an easy ordering process
Make it as easy as possible for clients to order their albums. Include clear calls-to-action (CTAs) in your emails with direct links to the ordering page. You can even provide a step by step guide on how clients can select their photos and design their albums, so there’s no confusion. The easier and clearer the process is, the more likely clients will follow through with their purchase.
5. Send reminder emails
Timing is key when it comes to album sales. Sometimes, clients just need a gentle reminder to complete their purchase. Send reminder emails for upcoming deadlines, such as seasonal offers or album order cutoffs, and encourage clients to take action before the opportunity passes. Limited-time offers are effective motivators!
6. Feature client testimonials and social proof
Include reviews and feedback from happy clients who ordered albums in your newsletter to build trust. Social proof is a powerful motivator. When potential buyers see that others have had a positive experience, they’ll be more inclined to make their own purchase. Highlighting stories of couples enjoying their wedding albums can help them envision the same experience.
7. Leverage seasonal promotions
Seasonal emails are perfect for promoting album sales. For example, consider sending an email in the run-up to Christmas using a well-crafted email template, showcasing albums as thoughtful gifts for family members. You can also tie in promotions with significant wedding anniversaries or the “one-year wedding anniversary” email, reminding couples that it’s time to preserve their memories in a beautiful album.
8. Track and optimise
Finally, track the performance of your emails and adjust your strategy accordingly. Monitor open rates, click-through rates, and conversion rates to see which messages resonate with your audience. A/B testing different subject lines, CTAs, and promotions will help you fine-tune your email marketing approach for even better results.
We’re here to help
At Folio Albums, we understand that selling albums isn’t just about offering a great product, it’s about empowering you with the resources and tools you need to make those sales effortlessly. That’s why we’ve created a suite of sales and marketing resources designed to support you every step of the way.
Whether you’re just starting to sell albums or looking to take your sales to the next level, we’re here to provide the tools, insights, and support your needs, including strategies for your photography business. Explore our time saving resources today and start building a more profitable album sales strategy.
If you found this article useful, discover our 6 helpful tips for selling more photo albums.
Images in album by D&A Photography.
