In Part 1 of our email marketing series, we covered the undeniable reasons why building a mailing list is essential for your photography business. Now that you’ve begun to build that direct line to your audience, the next question is: what do you actually do with it? The answer is simple—you send them a newsletter.
Your mailing list is not a static asset; it’s a powerful tool for building trust, providing value, and ultimately, driving sales. Here’s how you can make your newsletter work for you.
The key to a successful newsletter lies in its content and consistency. Your goal is to be interesting, engaging, and useful, not to bombard your audience with irrelevant information.
Finding the Right Content and Frequency
First, decide on a frequency. Be realistic about what you can manage. A high-quality newsletter sent once a month is far better than a rushed, weekly one. People will forget about you if you only email them once a quarter. A monthly email is the minimum we’d recommend to stay in your audience’s mind without overdoing it. Once you have a schedule, whether it’s the first Monday of the month or the last Friday, stick to it. Consistency builds trust and anticipation.
You also need to think carefully about your audience. The people on your mailing list are potential customers, not fellow photographers. A common mistake is to fill a newsletter with content about the technical aspects of photography—your new camera, the lenses you use, or your favourite lighting techniques. While this might be interesting to your peers, your ideal clients are not interested in that. They care about the final images and the service they will receive. The content should always be focused on them and their needs.
Audience, Topics and Content
Before you start writing, think about your audience and what they want to read. Your newsletter should be a curated collection of information relevant to them. Remember, they have given you their permission to email them, so make it worthwhile. Focus on their needs, not your own. Your newsletter is about the service you provide and the value you offer to them.
The most powerful newsletters are built around a central topic or theme. This helps make the content cohesive and more valuable to your readers. For example, a portrait photographer could have a newsletter with a theme of “preparing for your photoshoot,” with content including a blog about what to wear, a video on posing tips, and a gallery of recent shoots.
Here are some ideas for the kind of content you can link to from your newsletter:
- Blogs: Write a new blog post and include a small snippet in your newsletter, with a link to read the full article on your website. This drives traffic back to you.
- Videos or Podcasts: If you create video content or a podcast, you can include a preview image or description in your newsletter with a direct link to watch or listen. This is a great way to showcase your expertise and personality.
- Behind the Scenes: Share a short story or a few images from a recent photoshoot. This makes your newsletter feel more personal and helps your audience feel connected to you.
- Product or Package Highlights: It is acceptable to sell in your newsletter, as your audience has opted in. Mix your valuable content with occasional sales messages about your latest packages or special offers.
Using Your Analytics to Grow
Almost all email platforms provide detailed information on how your newsletters are performing. You can see how many people open your emails, what links they click, and where in the world they are. This information is invaluable.
By analysing your analytics, you can find out what works and what doesn’t. If a certain type of content gets more clicks, you can include more of it in the future. This allows you to make data-driven decisions that will improve your engagement over time and help you get the results you are looking for.
Conclusion
A newsletter can be one of the most powerful tools in your marketing arsenal. It allows you to build a direct, reliable connection with your audience and turn interested followers into paying clients. Start small, commit to a regular schedule, and focus on providing real value to your audience.
What’s Next? In this series, we’ve now covered the importance of building your mailing list and creating a successful newsletter. In the next blog, we will explore some more advanced email marketing techniques that can help you take your business to the next level.