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Email 1: The Anatomy Of An Excellent First Contact Email

Increase conversion by 25% by getting brides to respond to your proposals using psychology and good sales tactics.

by The Knot

Every email that you send needs to have a goal in mind. The goal of bringing the bride one step closer to becoming a customer of yours. But, you are unlikely to close a sale from a single email. What you can do however, is start building the foundations of a relationship. But first you have to get the bride to open your email. Here is how..

Email 1: Welcome Email

SUBJECT: [FNAME] let’s organise your wedding [service] for the [date]

Dear [FIRST NAME],

Congratulations on your special day from [BUSINESS NAME & URL]!
I am really excited for you and would love to help make the [date], a very special occasion for you.

Every year, I help [# of brides] make their [service] unforgettable. You might like to check out my portfolio . I have included a brief sample of our work below/attached.

Because you signed up with The Knot, I am also able to offer you [A DEAL] if you book before [EXPIRY DATE]. [FIRST NAME], if you are interested in having a chat please give me a buzz on [PHONE NUMBER], or just reply to this email.

Best Regards,

[YOUR NAME]

[YOUR SIGNATURE]


Now that you have the raw email, lets analyse why it works.

  1. Subject line
    • Personalised with first name (increases open rates by up to 15%) and wedding date
    • Clear and specific about the intention
    • Timely and pertinent to what the user is looking for
    • Addressing an existing need for a service
  2. First line
    • Expressing a positive emotion, whilst not asking for anything overtly
    • Sharing a link (most likely to be clicked if in the first sentence) covertly, whilst also introducing who you are and what you do
  3. Second line
    • You are being helpful and addressing a problem
    • Use of “love”, “excited” and “special” suggest genuine interest
  4. Third line
    • Talk to your credentials
    • Build trust by providing social proof
    • Directing bride to your site again (micro conversion) or attachment
  5. Fourth line
    • Reference partnership with The Knot – more trust
    • You perform a pre-emptive close by offering a deal
    • Create a sense of urgency to act with the expiry
    • Using first name, you make sure that your reader is attentive as people are drawn to their own names
    • You provide an easy call to action in emailing or calling

In 5 brief lines, that would take the bride less than a minute to read, you have her; engaging with your site and portfolio, getting familiar with your brand and your work, viewing a deal and knowing how to contact you.

**PRO TIP: Make sure to track your URLs with Google URL builder and ideally track opens with a CRM of your choice.


 

example

SUBJECT: Belinda, let’s organise your wedding photography for the 5th of July 2015

Dear Belinda,

Congratulations on your special day from The Knot Photography!
I am really excited for you and would love to help make the 5th of July, a very special occasion for you.

Every year, I help 150 brides make their wedding unforgettable. You might like to check out my portfolio www.weddingclub.com.au/photography . I have included a brief sample of our work below.

convert brides into customers

Because you signed up with The Knot, I am also able to offer you a free photo album if you book before the end of January. Belinda, if you are interested in having a chat please give me a buzz on 123456, or just reply to this email.

Best Regards,
The Knot Team

 

by The Knot

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