A recent episode of poor email marketing execution by a New York photographer - who we will not name here as he’s already received his fill of hate mail I’m sure - created quite the stir this week about email marketing etiquette. While this example appears to have been a technical glitch the barrage of emails sent to promote various vendors, products and services is beginning to become exhausting. It seems to be creating a constant white noise in our in boxes that I fear people are ignoring on a daily basis. So what is a photographer, designer, printer or other service provider to do in order to break through all this white noise and get noticed by those we want to reach to work with the kinds of people we want to work with and do the projects we know we can kick ass at?
This is where we reach out to you to start a dialogue between those we want to reach art buyers, art directors, creative directors, marketing directors and all other job titles that fit the role and us - the photographer, the printer, the designer, the freelancer, the ‘insert vendor relationship here’.
What is your opinion of the emails your receive?
Which ones actually make you take a moment to open - and why?
If all email is just an annoyance and intrusion to your day how would you like to be communicated with in regards to resources that you need to source to get your projects completed?
We all have to work together to get projects completed for our clients so let’s try to start with our initial contact by creating a mutually beneficial relationship that works for both sides instead of assuming that we know what you want or how you like to receive information we are asking you to tell us. Share your thoughts, opinions, suggestions, request, comments or concerns with us here.
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60 comments:
There's no doubt that email marketing works. In addition to the traditional email marketing (mass email) one should look at another marketing opportunity and that is the emails we all send from our corporate email addresses every day. I represent a company that has developed a solution for just those emails and thus this post.
The basic idea behind wrapmail is to utilize the facts that all businesses have websites and employees that send emails every day. These emails can become complete marketing tools and help promote, brand, sell and cross-sell in addition to drive traffic to the website and conduct research. Wrapmail is available for free at www.wrapmail.com
I read the ones that actually have value to ME, and aren't just blatant self-promotional pieces. It has to be more than an emailed postcard.
Hi Soseman - I'd love to see any examples you have. We're getting a lot of advice to look at email marketing and I don't want to follow this example!
Couple of suggestions. I don't pretend to have the answer, but knowing how a lot of people operate, I think these things would help you reach your target and not seem annoying....
1) If you HAVE to send cards, send work we want to hang up. Seriously. Not a kid with a slice of cake on his head. I can find that anywhere in an image search. Your best piece. This goes without saying. If the work is awesome, we'll want to hang it up. It'll fill the wall in front of us. And when we need to source, we'll point to it and say - THAT GUY/GAL.
2) Personalize. I know it's hard with so many people in the biz that it becomes a game of numbers. But a "HI THERE GLAD TO CONNECT" is offputting when we know it spam. Goes right to the trash. Target well.
3) Besides art directors, the most important people to contact are art buyers and producers. They're the ones who usually grab a few selects to choose from. So target them more than busy CDs.
4) Be creative. There are tons of cool creative ways to shop yourself around without spam. Just ask. I'll personally throw some illustrator/photog reps some ideas.
If your point is to break away from the 1,000,000 other reps sending the same stuff - stand out by doing it differently.
We depend on vendors, reps and suppliers. We're all in it together. They key is to make sure you're there at the right time, and not at the wrong time.
Thanks Anonymous. We truly appreciate your input. If you care to leave any of those ideas here feel free to do so we are always looking for new and better ways of doing things. Sometimes our ideas are the best and sometimes we learn a lot more from other people which only makes us all better in the long run. Thanks again for the comments and keep 'em coming.
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