Sandra Coan on Newsletters and List Building

Ok… quick question.  How many Facebook followers do you have?  What about Instagram?  Twitter? If you are like most photographers, you know those numbers.  And you should.  Social media is hugely important when running a business.

But now let me ask you this, what’s the size of your newsletter list?  Crickets…. ?  Not sure?  Do you even know what I’m talking about?

If not then you need to pay attention.  Your list, not the size or your social media following, is the most valuable thing you’ve got going for you when running your own business.

Here’s why…

You may have 1,000 followers on Facebook, but Facebook controls who sees your photos, posts and updates, not you and not your clients.

In 2012, the average organic reach on Facebook was about 16% (according to Facebook).   Now that average is much less (around  5%), unless you choose to “boost” a post.   And the rules are changing all the time.

Your list, however, is completely controlled by you.

If you have 1,000 people on your list, then you can send an email to each and everyone of those people, and they can choose to read it or not, not the social media overlords!

The industry average open rate for newsletters (according to Mail Chimp) is 17.8%  But if you send good content that you know your people want to see, you can raise that rate considerably!   The average open rate on my newsletter list for example is 52%.

Much better numbers!

The moral of the story is, if you want the most bang for your marketing buck, grow your list!  And in the video below, I’m going to tell you how!

As promised, here is a list of possible newsletter topics:

  • updates on sales and special events
  • how to prepare for a maternity, newborn or family session
  • a link to your Pinterest style board with outfit ideas
  • a list of the best locations for family photos in your town
  • a monthly or bi-monthy digest of your favorite images
  • updates on special projects or personal work
  • a simple "thank you for being my client" (this is nice around the Holidays)
  • a reminder to book before the busy season starts
  • Holiday dead lines

Now, using this list as inspirations, make your own list, and start a regular correspondence with your clients!  They want to hear from you!!

Cheers!

Sandra

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