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You probably receive 100s of emails in your inbox every day. Your wedding couples experience the same thing. You have to make your emails stand out so that they (1) open them (2) take action after reading your emails. In order to make sure that your email blasts are effective, make sure that all of your email promotions include these six elements.
Here are 6 parts all of your email campaigns should include.
You want the brides and grooms receiving your email to feel as if you are speaking directly to them rather than sending the same email out to hundreds (or even thousands) of people. One way to help your email look less like a sales attempt and more like a personal message is to use the recipient’s name in the subject line and/or as the opener of the email.
Another way to personalize your emails is to separate your mailing lists so that you’re only sending emails that the wedding couples are interested in receiving. Maybe you separate it by wedding date, venue, or some other characteristic the group of brides and grooms share.
Contact management software programs (MailChimp, ConvertKit, Constant Contact, etc.) all have personalization capabilities and list segmentation possibilities.
Once you greet them with a big hey, hey, hey [insert name here], the next piece of your email should be a one to three sentence intro. This is a quick and punchy couple of sentences that gives them a preview of what the email has to offer them.
#3 Use sub-heads, bullet points, bold, and italic fonts
Break up your email by using sub-headlines, bullet points, bold fonts, and italics. This helps from sending the bride and groom into overwhelm when they open your email. Breaking up the copy with these elements can help to capture the attention of skimmers – couples that skim rather than read from beginning to end.
Skimmers quickly scan the email to see if it contains information that interests them. If something grabs their attention, they’ll go back and read the entire message, but if they don’t find any info of interest, they hit the delete button.
#4 Tell them what you want them to do
Never assume that the brides and grooms reading your email know what to do next. It’s important that you tell them exactly what you want them to do. Always be sure to include a call-to-action statement at the end of your email with statements such as, “Book now,” with a link to your website or “Call me today for a free consultation 305.555.FREE.” Whatever the action is you want them to do next, tell them! While you should have at least one call-to-action at the end of your email, it’s even more effective to tell them what to do more than once and in a couple of different ways scattered throughout the email.
Whatever the action is you want them to do next, tell them! While you should have at least one call-to-action at the end of your email, it’s even more effective to tell them what to do more than once and in a couple of different ways scattered throughout the email (but don’t get crazy here).
#5 Graphics and Photos
In some instances, text-only emails work just fine, but including photos or graphics in your email is another way to break up copy and grab the attention of wedding couples. The picture may be what grabs their attention first and gets them to read the text. This is especially true when selling the service of wedding planning and coordination because brides and grooms tend to relate to what is going on in a picture with a bride, groom, or wedding scenario.
It may be in the footer of your email or in a sidebar, but all of your emails should have a section that is about the company or about you as the pro wedding planner. This area should also include all of the company contact information such as a website address, phone number, address, and email.
Email marketing is still the #1 most effective way to build trust and credibility with prospective brides and grooms. (HINT: These are the #1 factors in what drives wedding couples to hire you.) Before you send out your next email marketing campaign, run through this 6-point checklist to make sure your email contains all of the essential parts that can help you book more weddings.
DOWNLOAD the 6-point checklist now.
I’m Kristie Lorette McCauley. I have a word addiction and I’m not afraid to use it (or admit it).
In my past life, I was a certified wedding planner. In my current life, I am the wedding planner content + copy writer.
I use my writing + wedding planning experience to turn your thoughts into words that land you DREAM brides + grooms + book your calendar solid.