You have a bride lead list. Now what? Many of you partner with wedding websites or bridal shows in order to collect bridal lead lists. Are you effectively using those lists of email addresses? According to Helen Jane Hearn, there are 6 P’s Of E-mail Newsletters. Below, I’ve taken Hearn’s six email newsletter tips and put a wedding industry lens on them. Enjoy!
- Permission. Always make sure your list of brides have opted in to receive emails from you. And while it’s tempting to hide that unsubscribe button at the bottom of the email - don’t. Making it hard for brides to unsubscribe just makes them leave with a less positive view.
- Point. Before you send an email, decide what your point will be. What’s your message? Is the email promotional? Instructional? Does it need to generate sales or Facebook fans? Pick one and act on it. Additionally, newsletters often have supporting content like real wedding photos, questions and answer segments, and customer testimonials. Make sure your supporting content helps support your main point.
- Prioritize. An email inbox is a busy place and it’s likely that brides won’t be eagerly awaiting your newsletter. So, determine why someone would want your email, and then tell them what that is immediately. Then, tell them what action you want them to take. Next, prioritize the other information. And remember that most brides are only willing to read a newsletter that requires no more than 1 scroll. So, keep your email short and concise.
- Professional. Constant Contact offers email templates that are not only easy-to-use and trackable but they are also very professional-looking. If you are interested in giving Constant Contact a try, BridalTweet readers can now get a Free 60-Day Trial. I personally use their email service for my wedding business and couldn’t live without it. Oh!... and it's cheap - starting at only $15/month.
- Plan. Email marketing will require resources and a commitment on your part. Plan time for the editorial process, for pulling together multiple content sources and design time.
- Practice (or Test). Before sending your email, make sure that every link is working. Send test emails to people who can give you honest feedback.
What tips can you share with our wedding community about email newsletters?
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About This Blog: Christine Dyer is the Creator and Founder of BridalTweet. Christine has an MBA in marketing and shares over ten years of marketing expertise with the wedding community. In this weekly blog, you'll find advice on an array of wedding business topics such as how to market to brides, social networking, wedding PR, wedding sales, vendor networking, branding, pricing and much more. Please pass this news along to your own professional wedding network. To receive this advice in your email inbox each week, Sign Up for a Free BridalTweet Membership.