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Some wedding planners do a great job of collecting a bride and groom’s information when the couple lands on their wedding business website. BUT (+ this is a big but) then the bride or groom leads simply sit in the planner’s database+ nothing ever happens with them.

If all you do is capture leads, then nothing is going to happen.

Sounds obvious, right?

You have the perfect intentions by gathering the wedding leads in the first place but maybe you feel paralyzed because you’re not really sure what to do with the brides and grooms’ information that you have collected. So instead of doing something, you just FREEZE.


Gathering leads is a continuous process, but there is another side to the process, which involves communicating with these leads so you can convert them into BOOKED WEDDINGS for your business — so you can BOOK your calendar solid.

Communicating with Wedding Leads

Some low- and no-cost ways you can communicate with these brides + grooms:

  • Monthly promotions/coupons via email
  • E-newsletters
  • E-mails—sharing an article of interest, a special promotion, exclusive deals
  • Surveys
  • Polls
  • Contests

Remember, the whole reason you want to stay in touch with these wedding couples is to stay front of mind + start to convert them into BOOKED wedding dates on your calendar. There are various tools you can use to engage your wedding couples + the more you engage brides + grooms, the better chance you have to convert them into booked weddings.

Here are a few tools you can use to gather + communicate with wedding couples:

Sumo: I’ve been using Sumo as part of my list building for quite some time now. Some big names that you probably recognize use it, too (AirBNB, theChive, Tony Robbins, Tim Ferriss).

Sumo is a suite of tools that help automate your business’s growth. What I love about this tool is that while it is used by some of the biggest sites/companies on the Internet it is also easy to use + accessible for wedding pros like me + you.

Mailerlite: I use + highly recommend Mailerlite. It’s a free (or low-cost option) + easy service that allows you to manage your email list AND build + send e-newsletters + email blasts that look like a pro did it. If you’re on my list then you’ve seen how it works first hand.

Sell ‘em

It’s important that your interactions with your current + potential wedding couples aren’t always blatant attempts to sell them your products or services. You need to find a balance between sharing important information with them and leading them to become paying clients.

To make it simple, you can apply the “one in every four rule,” which states that every fourth email you send can be a promotion that is only about your business, products, or services. The other three emails should be informational in nature.

Sample Schedule

So your communication schedule for the month of October may look something like this:

October 2: Send your bi-monthly e-newsletter with a combination of wedding tips, tricks + advice + a sprinkle of information about your services

October 16: Send your other bi-monthly e-newsletter with a combination of wedding tips, tricks + advice + a sprinkle of information about your services

October 21: Send a solo email announcing your new service

October 28: Send an article you found in the Wall Street Journal on the average cost of today’s weddings

October 30:  Send out a quick stat that the Wedding Report published showing what percentage of the wedding budget couples are spending on planner, photographers or whatever your piece of the wedding industry is

Gather to Convert

Once you gather your wedding leads you have to take the next step to convert them. This step is all about communicating with them on a consistent basis in order to get your chance to convert them into BOOKED WEDDING business.

Wondering what kind of opt-in you can offer to entice wedding couples to jump on your list in the first place? Download my 25 opt-in ideas for wedding planners.