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.
Now that you have the raw email, lets analyse why it works.
- 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
- 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
- Second line
- You are being helpful and addressing a problem
- Use of “love”, “excited” and “special” suggest genuine interest
- Third line
- Talk to your credentials
- Build trust by providing social proof
- Directing bride to your site again (micro conversion) or attachment
- 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.
SUBJECT: Belinda, let’s organise your wedding photography for the 5th of July 2015
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.
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.
The Knot Team
by The Knot