» Worried Your Emails are Going to the Trash?

As easy as communicating via email might seem, it is also pretty easy to make email blunders without even realizing it. With so many emails hitting our inbox these days, many emails are begging to be skimmed, or even worse, ignored altogether. But that’s not what you want! You want your emails to be eye catching, read in full and replied to. So, how do you make it happen? Follow these tips to keep your emails out of the trash and generating opportunities.

Automation

If you haven’t already, sign up with a good email service, such as MailChimp, to send automated emails to large lists. If you have a set list of leads, using an email service allows you to publicize your services and keep in touch with ease. Did you upload a new blog to your website or are you running a special deal on your services? Send an automated email to your couples to keep them in the loop.

Additionally, be sure to personalize any automated emails that you send. At the very least, you can use your email service to insert each individual recipient’s first name in the subject line or email body. Including small personalizations like this can decrease the appearance of spam and increase the open rate.

CTA Overload

Overwhelming couple’s inboxes with a constant stream of emails is certainly not best practice. But on the opposite end of the spectrum, sending one timely email that has too much information and too many redirects is just as lethal. Every email should include only one  call-to-action. This “CTA” should be straightforward and drive the one action you are hoping a couple will take after opening your email.

Your subject line shoul—

Your subject line should be eye-catching. It shouldn’t be in all caps or have half a dozen explanation points. It should relate to the content within the email. But, most importantly: it should be short… and not for the reason you might suspect.

Sure, a short subject line is easy to read and fully comprehend. But a short subject line also won’t get cut off on a mobile device. You already know how important mobile is, especially when it comes to emails. Thus, constructing emails with mobile displays in mind is imperative.

As a test, look at your email inbox on your phone and then compare it to how your inbox looks on your computer. How many subject lines and characters get cut off on your phone compared to your desktop? Write every email as if it’s only going to be read on mobile and you should have no problem!

Good list hygiene

WeddingWire’s Chief Marketing Officer, Sonny Ganguly, suggests that you should clean out your email contact list quarterly, if not monthly. While Sonny loves this tip, he can admit that it’s also a bit controversial. Without fail, Sonny says that a follow-up question he always receives after revealing this tip is “but don’t you want as many people as possible to see and hear from your business?”

His answer to that? Well, yes… and no. While free publicity, in this case, emails, could be great for your business, the publicity isn’t worth much if it’s not going to qualified leads. If your emails aren’t getting opened by certain recipients and haven’t for some time, you are allowed to cut your losses. Past clients of yours who have already gotten married and potential customers who just aren’t responsive to your emails aren’t worth keeping around.

If you are a contact hoarder and are worried about purging your list, start slow. Maybe you have quite a few married couples that used your services but no longer react, or react less often to your messages. Perhaps send this group a quarterly email about what you’ve been working on, or if you are able to offer a service that isn’t wedding-exclusive.

Provide an option to unsubscribe

Be sure to give your clients the option to opt-out from your emails. Platforms like MailChimp will create an unsubscribe link that can be included in any email that you send. This link will allow viewers to unsubscribe from your messages and also ensure that you are complying with email laws.

If you aren’t using an email service but still have viewers opt-out from your messaging, be sure to remove those recipients manually. Ideally, you should do this ASAP, but they should definitely be removed within 7-10 days.

Send emails on weekends

Never send an automated email on a Tuesday! Nearly 18% of all business-sent marketing emails are sent on Tuesday, making it the most popular day for automated emails to fill your (and your clients’) inbox. The days with the least amount of sends? The weekend. Only 8.58% and 8.68% of all business-related marketing emails are sent on Saturday and Sunday respectively.

Still not sold? Most people have more time to check and, more importantly, respond to emails over the weekend. Saturday and Sunday are also the two days of the week when couples spend the most time planning their wedding. We understand that weekends might be the busiest two days of the week for you as wedding professionals, so plan ahead and schedule your emails several days in advance.

A good email can be the difference between a booking and the trash folder. So it’s important to take the time to consider your email strategy. We hope that you are already implementing some of these strategies, and if not, that you now have some ideas on how to start. Happy sending!

These tips originally appeared in WeddingWire’s Webinar “Marketing to Millennials” by Sonny Ganguly, WeddingWire’s Chief Marketing Officer. Premium Members can view the webinar recording in their accounts.

» How Strong Are Your Lead Replies?


In the vastly competitive wedding industry, everyone is striving for a large volume of high quality leads – but those leads aren’t worth much unless you know how to turn them into a sale. How you reply to each lead plays a pivotal role in the success of booking the client. These quick tips will help you optimize your lead replies so you’re more likely to receive a positive response and ultimately win their business!

Don’t forget to be personal

Clients know you’re busy, but responding to an email inquiry with an auto response may not have the positive impact you intended. About 25% of couples don’t like generic automated responses, as they can be perceived as impersonal and often provide little added value. Take an extra minute to include some details from their message, such as wedding date, style, or venue, or add a personal comment. This small effort makes a human connection and helps you stand out in their crowded inbox.

Keep it short and simple

Many couples check emails primarily on their mobile devices, and therefore short emails are more likely to get a reply. Start with a brief subject line and get to the point quickly, since lengthy emails often go unread. Avoid long paragraphs by adding line breaks and use bullet points or numbers where possible to highlight important details. Come up with a few sample responses to keep on hand so you can quickly add in a bit of custom information based on the inquiry and hit ‘send.’

Answer any questions they asked

Many professionals make the mistake of not responding to directly asked questions, which can frustrate couples because they’re often reaching out to a number of professionals and may have specific questions or criteria they need to know to move forward. You can prepare ahead of time by coming up with a list of answers to common questions such as price ranges, packages, and availability – but be sure to address any specific questions they asked in your initial reply. These answers are important in determining if you are a good match – and will ultimately save you time!

Use their preferred contact method

Our research shows that 48% of couples express frustration when a vendor does not reciprocate their preferred communication type. With literally thousands of methods of communication available – from Messages, to Live Chat, to email and phone calls – it’s difficult to know the best way to get in touch with a couple. At the end of the day, customer convenience is the motto to live by. Follow their lead by using their preferred communication type. If you’re making contact first, email is typically your safest bet, as most couples prefer email over all other communication methods.

As leads start to hit your inbox for the upcoming wedding season, keep these simple tips in mind to promptly and properly reply to leads and create strong connections with potential clients.

» Social Media Bios That Attract Couples

social bios

Social media profiles tend to give you limited space when it comes to writing your bio. Facebook gives you 255 characters for your “About” section and Instagram only gives you 150 characters. In order to spark couple’s curiosity and intrigue them to learn more, you need to make every character count. Here’s how:

Show personality!

The keyword in social media is social. Couples want to see that your business is operated by people – people who have personalities that they can relate to. If they can immediately get a sense of your style and personality, they will be more likely to like and trust you. Doing this will also help you attract ideal clients, rather than couples who don’t fit your style.

If you’re stuck on how to infuse your personality into your bio, here are a few ideas:

  • Use Emojis throughout your bio.
  • Use exclamation points to show enthusiasm!
  • Write how you would speak. Say it out loud and make sure it feels natural.
  • Include quirky phrases that you regularly use out loud when talking with clients.

Stop focusing on yourself…

Most businesses go straight for the traditional approach of creating a business-focused company bio. They explain what the business does. Sounds like it would make sense, right?

A business focused bio would sound something like this: Bella Photography offers engagement and wedding photography to couples in Florida.

That absolutely describes what Bella Photography does, which is great, but there are a lot of photographers out there who shoot weddings. How are Bella Photography services any different? How would hiring Bella Photography over someone else benefit a couple?

You need to differentiate yourself quickly so that you don’t lose the attention of a potential client when they come across your social media profile. Continue reading

» Millennials: They’re Not All the Same

millennials

 

 

 

I was recently preparing for a new presentation, and among the other interesting information I found, there were several references to articles about millennials. One of them struck a familiar chord, which was that there’s a tendency to generalize about millennials. Whether it’s their communication skills, their shopping style or their work ethic, millennials are the focus of a lot of bashing, for lack of a better word.

There are two, really good reasons why we shouldn’t be bashing millennials: 1) stereotyping an entire generation is short-sighted and prejudicial, and 2) they’re our customers and employees. Saying that all millennials are one thing, or another, is like saying that Gen-X are all the same, or all Baby Boomers are the same. It just isn’t true. Are millennials different than Gen-X or Baby Boomers? Yes, of course, in the same way that Gen-Xers are different than their parents and grandparents. Each generation grows up a product of its environment, media, technology and more.

Digital Immigrants vs. Digital Natives

I’ve said this before, but I’m a digital immigrant. I started selling wedding advertising “B.I.” – before the internet. No, I’m not a dinosaur, or tech averse. Just the opposite. I love technology, and use it throughout my business (says the guy wearing an Apple Watch, listening to music on my iPhone 7 Plus, and writing this on a new MacBook Pro). Technology doesn’t make me sell better, but it does allow me to connect with my audience in a way that wasn’t available when I started. That doesn’t make it better or worse. It just is, what it is. Things are always evolving, are you?

I know lots of millennials who are ambitious, entrepreneurial and have great attitudes. I also know lots of Gen-Xers, and Baby Boomers, who constantly complain about how lazy millennials are and how much easier it was, back in the good old days (whenever that was). The disconnect comes when we pre-judge a prospect (hence the word prejudice). Each customer is entitled to fair treatment. If we assume they’re going to judge us, only on price, we’ll likely do and say things that will attract that kind of behavior. For instance, not putting price on your website, at all, will encourage them to either ask about price, or leave without giving you a chance.

Continue reading

» The 6 “T’s” of Client Communication

Client communication in the modern market can be very confusing. Technology has transformed everything about the way we communicate, so it’s important to be familiar with the best communication practices. Check out this infographic featuring 6 simple tips to connect more effectively and get more replies from engaged couples from WeddingWire Education Guru Alan Berg.

For more tips on client communication, check out this webinar for Premium members with WeddingWire Education Guru Alan Berg.

Client communication tips infographic

» How to Have Better Client Conversations

In the life of a busy wedding professional, sometimes the majority of your day will be spent communicating with clients. Whether you’re responding to an initial inquiry or going back and forth on the little details of an event with an existing client, take note of your tone and approach to communication at every turn. Even though you may have a million other things to do, it’s important to make every client feel like a star through the entire process!

To help you have better client conversations from start to finish, we put together a few tips:

Connect from the get-go

While you might have many appointments during the course of a regular day, each client needs to feel a personal connection with you and your business. Before you start going over the details of the couples’ wedding or event, you’ll need to establish a connection with the couple. Getting to know them a little more can inform your decisions throughout the rest of the conversation (pro tip: find out early on what communication methods they prefer, and follow suit!). You should also take the time to talk a little about yourself so they understand more about you and why your business best fits their needs.

Take it slow

This tip goes hand in hand with the point above; don’t rush into your sales pitch or make an client feel like they’re interrupting your day. Give yourself enough buffer of time for every conversation, and allow them ample time to talk about themselves and the event. Listen carefully to what the couple says so you can remember the little details, and repeat some of those details to them in the course of conversation so they know you are paying attention.

Anticipate Indecisiveness 

We all know that couples are often indecisive when it comes to making choices about their wedding, and they have every right to be – they’re dealing with a lot of stress and pressure. Don’t take it personally if they want time after a conversation to think about it, or if they send you more questions or request a change in product or service. Take it one step at a time and remind them that you are always here to help.

Clarify next steps

At the end of any conversation, be ready to articulate your plan of action and/or clearly outline next steps to make sure that everyone is on the same page. Repeat the items you are responsible for, and remind them of anything they need to provide you to keep the process moving forward. Send a follow-up email to recap your conversation and show them that they will always be able to depend on you to follow-through and keep things organized.

The “Golden Rule”

The “Golden Rule” for successful client communications is the old adage, treat others as you would like to be treated. Most people don’t like to be hounded by a salesperson or relentlessly emailed or called. People want to do business with other real people that they can connect with. By following the tips above, you’ll be more personable in your client conversations and you’ll maintain that connection throughout the whole wedding process. Every happy client is another chance for a 5-star review, so start making your clients happy by putting your best foot forward!

 

Editor’s note: This article was originally published in July 2014 and has been updated for freshness and accuracy.