Episode 304: Woo Your Clients with Emails

Host: Annemie Tonken
Release Date: February 18, 2025
Podcast: This Can't Be That Hard

In Episode 304 of This Can't Be That Hard, host Annemie Tonken delves into the art of email marketing, presenting it as a powerful tool to build meaningful relationships with clients. Titled "Woo Your Clients with Emails," this episode offers photographers actionable strategies to enhance their email communication, ensuring their business thrives sustainably.

Marketing as Dating: A Fresh Perspective

Dana, Annemie's marketing director, kicks off the discussion with an engaging metaphor, comparing marketing to dating.

Dana (00:48): "Maybe you have heard somebody out there comparing marketing to dating. It's not an uncommon comparison or metaphor where as you are marketing your business, it's like going on little dates with people and then eventually the goal is to ask them to marry you or ask them to work with you."

While the dating analogy is prevalent, Dana finds it limiting as it suggests building a relationship with a single client, which isn't feasible for most photography businesses that require multiple clients to meet their goals.

Dana (02:15): "One client would not do the trick for my business. Not even one client every year. I need between 60 and 80 photography clients each year to fill my books and, you know, meet all of my goals as a photographer."

Social Media vs. Email: Choosing the Right Venue

Dana contrasts the nightclub-like environment of social media with the more personal setting of email marketing.

Dana (04:30): "Social media is kind of like a nightclub... it's loud, it's chaotic, it's hard to have a one on one conversation, it's hard to get noticed."

In crowded social media spaces, making lasting connections is challenging. Therefore, Dana emphasizes the importance of moving conversations from social platforms to the more intimate medium of email.

Dana (05:10): "Email is personal in a way that trying to connect on social media isn't, and it allows you to build trust and authenticity, just like dating over time."

Crafting Effective Emails: Step-by-Step Strategies

1. Subject Lines: The First Impression

The subject line is likened to how you present yourself on a first date.

Dana (09:45): "Your first impression on a date is the way that you show up at the front door, right? Do you have flowers? Are you dressed to impress? When that person peaks out the window, are they going to want to open the door? And this is the equivalent of the subject line that you put at the front of your email."

To make a compelling first impression:

• Spark Curiosity: Create subject lines that pique interest without being misleading.

• Use Tools: Utilize tools like ChatGPT to generate diverse subject line options.

  Dana (12:30): "If you're new to subject lines, I very much recommend that you play around with ChatGPT for subject lines. You know, say, here's the body of my email, give me 10 different options."

• Incorporate Emojis and Questions: Experiment with emojis and interrogative phrases to gauge audience preference through A/B testing.

2. Personalization and Storytelling: Building Connection

Once the email is opened, treat it as a date by sharing personal stories and showing genuine interest.

Dana (15:50): "On a date, you are showing interest, you're asking questions, you're sharing personal stories... In email, you do the same by sharing your personality, being you, telling stories that resonate with your clients."

Key practices include:

• Authenticity: Reflect your true personality to foster trust.
• Relevance: Tailor stories and content to align with the recipient's interests and needs.

3. Calls to Action: Guiding the Next Steps

Every email should conclude with a clear call to action (CTA), similar to inviting someone for a second date.

Dana (22:10): "There should be some sort of call to action in any email that you send. It doesn't have to be a sale every single time."

CTAs can vary:

• Direct Sales: Encourage immediate booking or purchasing.
• Engagement: Invite readers to comment, reply, or visit a blog post.
• Soft Actions: Share a favorite book or tip, creating continuous engagement without overt selling.

4. The P.S. Section: The Perfect Goodbye

The postscript (P.S.) is highlighted as a valuable space often overlooked.

Dana (27:05): "People read that almost more than any other part of an email. So you want to use that space like the real estate gold that it is."

Effective use of the P.S. includes:

• Adding Value: Provide an extra tip or teaser for future content.
• Summarizing Content: Offer a brief recap for those skimming the email.
• Informal Engagement: Share personal anecdotes or recommendations to deepen connection.

Consistency: Building Trust Over Time

Dana underscores the necessity of consistent effort in email marketing to cultivate trust and maintain momentum.

Dana (32:20): "You need to stay consistent. You need to keep showing up with the valuable content that they have now told you that they want to keep that conversation going."

Consistency ensures:

• Reliability: Clients know they can expect regular, valuable communication.
• Relationship Building: Continuous engagement fosters deeper, more meaningful connections.

Conclusion: Embracing Email Marketing

Wrapping up the episode, Dana reiterates the importance of transitioning from the chaotic nature of social media to the structured and personal realm of email marketing. By treating emails as dates, photographers can build lasting relationships with multiple clients, essential for a thriving business.

Dana (34:45): "Invite people into a slower burn, invite them out on an email date, and then once they give you permission to continue to market to them, do it."

Annemie also highlights resources available for those seeking further guidance:

Annemie (35:30): "My marketing director, Dana and I are there every single month with brand new marketing tips, email content strategies and social media templates. And you get those month in and month out so that you can show up, provide value, and turn those club connections that you make into lasting, meaningful client relationships."

Listeners are encouraged to join the Consistency Club for ongoing support and to explore additional resources on the podcast's website.

Key Takeaways

• Email Over Social Media: Transition from fleeting social media interactions to meaningful email conversations.
• Personal Touch: Use storytelling and personalization to build authentic connections.
• Strategic Subject Lines: Craft compelling subject lines to ensure emails are opened.
• Consistent Engagement: Maintain regular communication to foster trust and reliability.
• Utilize All Email Spaces: Leverage elements like the P.S. section for added value and engagement.

By implementing these strategies, photographers can enhance their email marketing efforts, resulting in a more profitable and sustainable business.