I’m in the process of starting to send out email newsletters (you can sign up here!) and I thought that it might be interesting to other photographers to hear my thought process, and lessons learned, as I go through the process of learning another way of marketing.
Photoshelter just created a short but useful overview of e-mail marketing for photographers – find the free download (along with many other free resources) here. That is a pretty good starting point and well worth the short time to read. They also just posted a short interview with one of the photographers featured in the overview if you want to find out more about how one person has handled this.
So what have I learned so far? Use a provider such as Mailchimp or Constant Contact to send the e-mails to make it easier to obey anti-spam laws. Don’t be heavy-handed in terms of selling. Everybody has too much in their inbox, so make your emails short, direct, and of value to people. Include good, and large, photographs, since that is what we do and it is the kind of content that people enjoy. Link to your website — and give people a reason to do so. That is all pretty general, of course, but I expect to have many more specific thoughts as I get ready to launch my first newsletter.
If you have any thoughts as an e-mail recipient as to what you like or don’t like, feel free to comment here!