Many service categories in the wedding and events industry have the possibility of repeat customers. Bands, Caterers, DJs, Florists and Photographers are the types of Pros that clients may go back to for future events if they had a great experience, so make sure you’re capitalizing on those opportunities! Email marketing is a great way to stay top-of-mind for those past clients and alert them to new products or services you may offer.
There are hundreds of articles online that explain what to do for a good email marketing campaign, but sometimes it’s important to know what not to do so you can cover your bases! Below, we detail what not to do when creating and sending an email marketing campaign.
Don’t make your emails “one size fits all”
Let’s face it – every couple is different. While you can’t write emails that will be perfect for every single couple, you can learn to be smarter about the emails you send. If you have both prospects and past customers on your email list, you should not be sending both groups the same email! Think about the buying and planning process for the members on your email list. Is there a way you can group them based on timing or behavior? By creating these market segments, you can send the most relevant and helpful content to everyone on your list. Start by separating prospects from booked clients and past clients, then think about each group in turn. Your prospects are looking for something to put them over the edge to make a decision, so you might try sending a discount. Thinking strategically will help your wedding business start personalizing your email marketing.
Don’t assume people know who you are
Members on your email list could be very old depending on when they last worked with you or signed up to receive your emails. It’s important to remember that as you’re creating your email campaigns! If they haven’t heard from you or thought about your business in a while, it can be off-putting to receive an email from your wedding business out of the blue. For those users, send emails that are more personalized so they don’t automatically believe it’s spam. As for the rest of the list, start slow when you begin an email marketing campaign so that you don’t start sending them a lot of email they may not want. If they do unsubscribe, the next point will tell you how to approach the situation.
Don’t ignore your unsubscribers
Under the CAN-SPAM Act of 2003, your business is required to tell recipients how to opt-out of receiving emails from you and honor those who choose to do so. While unsubscribing may not seem “friendly,” it can be very informative! High unsubscribe rates may mean that you’re emailing your audience too frequently and they’re tired of seeing your emails, or that your content has stopped being helpful. To prevent recipients from unsubscribing, it’s important to pay attention to consistently low click-through rates to make sure you don’t get to the point where people start unsubscribing. You can also see if your email marketing platform has survey options so that the unsubscriber can indicate why they’re unsubscribing so you can prevent more unsubscribers in the future!
Don’t rush it
Especially if you’re new to email marketing, don’t rush it! There are many components to an effective email marketing campaign, and it’s important to take the time to make sure each component is the way it should be. Take time to clean and segment your recipient list, think about the content of the email and how it will provide value to your audience and be sure to double-check for spelling or grammatical errors. And don’t forget to track each email’s performance so you can improve your strategy!
For more email marketing tips, check out these five tips for successful email marketing.