It is hard to overlook the benefits of using mailing services to organize direct mail campaigns for photographers, especially when compared to the more cost-effective email and social media marketing.
But with consumers filtering an estimated 95 percent of their emails as spam, a well-thought-out e-bulleting is likely to go unnoticed. Building a fan base on social media for your great photography work may be beneficial, but the ROI for direct mail marketing is even more rewarding when done right.
Here are some useful tips when using direct mailing campaigns for your photography:
- Choose your direct mailing list carefully
There are different ways to create your mailing list, including lead generation via your website, email newsletters, and local events, and leveraging mailing services to identify clients with an interest in the services you offer.
Before initiating your direct mail campaign, you should refine the list of recipients to ensure that you only send mail pieces to prospects who match your target client profile to maximize your marketing dollars.
- Use a well-integrated marketing approach
Although some photographers are able to reach many clients and generate business through direct mailing alone, you increase the likelihood of success by using direct mail marketing with other approaches, including your website and social media.
For instance, if a prospect is impressed with your direct mail piece, but does not have an upcoming gig that needs a photographer, he/she may instead choose to bookmark your website or follow you on social media for easy access when ready. The mail piece may also be well kept for future reference, but it is best to provide the prospect with multiple options to increase the likelihood of a favourable response.
- Choose a brilliant mail item
A great photographer will be expected to exhibit great creativity, talent, and dedication to quality from the onset. Your mail piece should be able to showcase these aspects, especially the kind of quality prints that your clients can expect.
Instead of sending regular mail, such as a form, design a more elegant piece with eye-catching images that invoke an emotion in the recipients. Be creative and seek the assistance of a graphic designer, if need be, to create different pieces for prospects and existing clients to remind them of your skills.
With direct mail marketing, it is important to include some kind of incentive that will entice previous clients to work with you again, or prospects to try your services. You could perhaps create a free album for session portraits, or create multiple apps for your subscribed members, and even use testimonials coupled with your favourite shoots.
Direct mailing can be a great addition to the marketing campaign for your professional photography business if done right. Interested in adding direct mail marketing to your advertising mix? Please call our Toronto mailing house at 1-866-486-0423. Troi spells success, one letter at a time!