Emailing couples after an open day or wedding fair: Best Practice
Collecting email addresses at a wedding open day, showcase or wedding fair is a great way to reconnect with the couples you meet and gives you another opportunity to present your services. But how do you ensure that these emails are working for you, and that you’re not just wasting your time (and annoying potential clients)? We see a huge number of post-event emails that just aren’t hitting the mark – Email Marketing is a powerful tool, read on for our tips on how to make the most of it.
The golden rule: Write your email before the event
Writing your email before the event is a great way to ensure that you can “strike while the iron’s hot”, and email everyone you met straight after the event, while your business is still in their mind. This way, you can really think about what it is that you want to promote in the email beforehand, and ensure that it’s the first email that those couples receive.
Use clear, concise subject lines
The subject line is the most important thing that you write – it decides whether the receiver will even open your email. In fact, 33% of email recipients open emails based on subject line alone. Use clear, concise subject lines that outline exactly what the email is about and gives the couple a reason to open it. If you have a special offer, it’s a good idea to include this in the subject line.
One of the most common mistakes we see in post-wedding fair emails is businesses not explaining who they are. Put yourself in the mindset of a couple who met several suppliers the day before – they all start to blur into one. Ensure that you explain exactly who you are, either by including your logo as the header of the email and/or detailing your business in the first sentence.
Have one, clear Call to Action
What do you want the receiver to do? Reply to your email? Visit your website? Complete an enquiry form? Tell them exactly what you want them to do in a polite way (and they’re more likely to do it!). If you want them to visit a webpage, ensure that you include an obvious link to the page. Multiple Calls to Action are confusing for the receiver, your email will be far more successful if you focus on one objective.
Quality, not quantity
How many times have you been bombarded by emails and gone directly for the ‘unsubscribe’ button? It’s important to write fewer, quality emails in order to retain your prospective clients and keep them interested in what you have to say.
Include eye-catching images
Attractive photographs of your services are a great way to catch the reader’s eye and make them want to find out more. Choose high-quality images that really show off what you can do, then link them to a webpage with more information.
Proof read your emails
This sounds obvious, but we see a huge number of emails with grammar and spelling mistakes. Get someone to look over your email to check for any errors – it’s much more difficult to pick up on our own mistakes.
Use an email service provider
Using an email service provider allows you to design your emails in an eye-catching way, manage your email lists according to marketing regulations and track how well your campaigns are working. You can then adapt future campaigns accordingly. Most providers have free options for small businesses (we recommend MailChimp), which are a fantastic way to get started.If you’re not using an email service provider, it’s imperative that you bbc the email addresses that you send to in order to protect personal information.
How do you write successful post-wedding fair emails? Join our conversation by tagging @guidesforbrides on Twitter.
Guides for Brides run a number of Wedding Fairs in the South of England. We offer a leaflet option where your business can include a leaflet in our Goody Bags, and then receive the mailing list for emailing after the event. If you’d like more information about promoting your business this way, please email firstname.lastname@example.org.
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