What kind of value can I give to my clients in an email? I want to make a strategy for something more automated.

I'm a portrait photographer, specialising in maternity and newborn, children (and families for repeat clients) and I'm not sure what to do with my email list?

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4 Answers

James Huy Vuong

A,

Great question. Glad to hear you have built a database and now thinking about providng value and building automation around all it all. I would suggest the first email is a quick survey to your database asking them exactly that - what is something they would value so you can then craft your email campaign to match.

All the best.

Megan Edwards

Megan Edwards , Expert Content Marketer + Copywriter at mWords Communications

Very valuable point Huy!... read more
Very valuable point Huy!
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Jef Lippiatt

Jef Lippiatt , Owner at Startup Chucktown

I would mention using an automated and / or drip campaign email provider. Essentially you want to send valuable information that is relevant and seems personal. When you add in automation you must do it carefully.

You could create an email drip campaign with 4 successive emails. Each one leading the customer to the next step (such as how to plan and prepare for picture day). This could be an email that is sent everyday successively as long as each previous email has been opened.

You could also have emails sent to clients that haven't recently opened any of your previous emails to try to re-engage them.

Also in the emails encourage them to reply (never ever use an email address like this - [email protected] - it sends the totally wrong message). Use an email address that seems personal and approachable. And when people respond (to your automated emails) be sure to respond to it personally!

I hope you find that information helpful.

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Megan Edwards

Megan Edwards , Expert Content Marketer + Copywriter at mWords Communications

I'd definitely do what Huy suggested and get direct feedback from your subscribers as a first step.

If you do go ahead with automation, make sure you regularly add an interactive element to your email communications, to maintain a high level of connection and engagement with your audience This could be a poll, feedback, competition etc.

Good luck!

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John Eustace

John Eustace , Principal / Communications and Media Strategist at Bells and Whistles Marketing Pty Ltd

Automating e-mail communications is practical and sometimes effective when dealing with a very large customer/prospect base, as it is virtually impossible to utilise any individual traits in your content other than obvious dates etc.

Considering the intimate and personal nature of your product/service you should consider the highly valuable relationship you have already established with your client base and the potential and irreversible damage you could inflict by any form of obvious automation.

Keeping it personal is the best value strategy you have!

Lauren Clemett

Lauren Clemett , Director at Ultimate Business Propellor

Automated emails can come across as impersonal, so having a good headline to ensure you get opens is vital. Make sure you personalise them too, with the person... read more
Automated emails can come across as impersonal, so having a good headline to ensure you get opens is vital. Make sure you personalise them too, with the personas name. As for content, think about what your audience needs and wants, what they are going through and what they need help with right now. For your audience it's sleep, schooling, health, childs activities, learning, nutrition etc. Perhaps partner up with other providers who can give you great content, gifts or giveaways and promote their services - childcare, food delivery, babywear, sleep training, recipes for kids... You can use the 30/30/30/10 rule with your content to ensure you are perceived as the go-to specialist: 30% about you, your services, news, case studies etc - no more than that, or even less! 30% news from your industry - anything to do with families, kids, bringing up children etc, not just potography 30% information - how to get kids to sit still for photos, the 4 things to avoid when taking photos of your family, 10 things to ask a photographer before you select them to photograph your kids...give tips away, it's a generous way to promote your expertise. 10% fun and/or inspiration. Hope this helps.
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