Just think about how you go through your e-mail box. You zip through deleting the junk that comes everyday from Sears, Amazon, eBay, etc. You might pause with notes from people that you know, but only long enough to see if what they have to say is of interest to you RIGHT NOW.
I received an e-mail yesterday from a networking partner in Michigan. He's a great photographer, and he's tapped into a market where everyone with a camera also considers themselves to be a photographer. We does a variety of workshops for people on different subjects to help them become better photographers. This likely also helps them to better appreciate the skills that he's honed over the years, and hire him for a future project when they want to make sure it gets done right.
I've attached a copy of his e-mail below. You'll notice there's a lot of great information included, and there are links to sign up for the different events he's hosting. I might be a novice, and want to sign up for a beginner course, or I might be more advanced and want to sign up for a lighting course. However, once I start to scroll down, I'd realize there is WAY too much content to think about in the few seconds I want to devote to a given e-mail. I might hit "file" to put it somewhere to "look at later," but we all know what happens to that folder...
- Split the e-mail into multiple pieces. Have one go out with courses designed for the beginner, and a separate one for advanced photographers. These could go out on a weekly basis instead of once per month, and people could decide based on the subject line whether or not they want to read into the message further. Rather than looking at the open rates for a once-per-month e-mail, simply compare the combined rates for the weekly e-mails. This would likely show a higher percentage of open rates and clicks to content.
- Offer shorter descriptions of the type of classes available, and then have a web page devoted to the classes to include more details, sample photos, sign-ups, etc. One page could be devoted to beginners, intermediate, and advanced. Since they used Constant Contact for their tool, then all of the clicks would be tracked, and he would know specifically who might be interested in a class. If they don't sign up, he could call them later and ask what other types of classes that might be interested in.
The alternative of course is to hire a specialist like Golden Principle Marketing to do this for you! This would allow you to focus YOUR time on the things that make you more money. Simply press the Contact button above to send us an e-mail or give us a call.