With the brilliant Jo Harris, we uncover the secrets to growing your email list as a photographer! If you’re passionate about expanding your reach and connecting with your audience, this post is tailor-made for you. As Jo shares invaluable insights and proven techniques for maximizing the potential of your email list, prepare to unlock a world of possibilities as we delve into the art of leveraging and utilizing the potential of growing our email list. So, without further ado, let’s dive right in and uncover the keys to growing a successful email list with Jo Harris!

Importance of an email list for photographers

Having a thriving email list as a photographer is an invaluable asset for several compelling reasons. First, an email address grants you direct access to individuals, like having them conveniently tucked away in your back pocket. With this personal channel of communication, you can reach your audience at any time, straight to their inbox. It’s a powerful means of maintaining a lasting connection. 

Additionally, relying solely on social media for business outreach is risky due to the ever-changing algorithms and lack of ownership. In contrast, an email list provides ownership and control, allowing you to engage with your audience on your terms. It enables you to nurture relationships, foster loyalty, and create a genuine bond that transcends the limitations of other platforms. 

Steps to building an email list

The important thing is you have to begin with a strong lead magnet. When it comes to creating lead magnets to grow your email list as a photographer, it’s crucial to go beyond the typical fluffy and generic offerings. To truly capture your audience’s attention, you need to delve deep into identifying a problem you can solve and create a lead magnet that provides a tantalizing glimpse of what it’s like to work with or buy from you. 

This is a pivotal starting point that many overlook. Far too often, people hastily create a lead magnet that lacks relevance and fails to resonate with their audience, leaving them puzzled as to why they aren’t generating leads. You have to understand the importance of thoughtful consideration. You have to do social listening and learn about your customers and what it is they’re looking for in the specific niche you have. From there, create a lead magnet that’s going to solve a problem and entice people to sign up. That’s step one. 

How to collect emails

The next step to gain momentum in growing your email list is to start by collecting emails from various sources. Reach out to past clients, prospects who have shown interest, personal connections, and individuals within your inner network. Building a small list from the outset provides the encouragement and motivation needed to compose engaging emails. Having 20 or 50 people on your email list can make a significant difference. 

Once you have your lead magnet in place, share it across multiple channels. Maintain an active presence on at least one social media platform and focus on establishing authority through local networking events and speaking engagements. Offer valuable insights into other businesses to expose your expertise and lead magnet to ideal clients. Consistency is key, and with dedication, you can witness significant list growth within a year. Remember, the ultimate goal is to obtain high-quality leads that convert into paying clients, regardless of the list size.

Creating lead magnets

Creating lead magnets can sometimes be a daunting task, as many individuals struggle with deciding what to create and how to position themselves in their niche. It’s common to feel concerned about being pigeonholed into a specific area of expertise. However, Jo highlights an important strategy.

Number one, don’t let the fear of specialization hinder your progress. Instead, consider creating multiple lead magnets to gauge what resonates best with your audience. By experimenting and filtering out the less successful offerings, you can build anticipation and create a sense of urgency around your lead magnets. This approach empowers you to adapt and refine your strategies as you grow. 

Two, another hurdle for photographers is determining whether to target photography clients or fellow photographers. Jo explores this dilemma and offers insights on serving both audiences or choosing a direction to focus on initially. Overcoming these initial obstacles is key to launching your email list successfully. 

After creating your lead magnet

Furthermore, she addresses concerns about what happens after creating a lead magnet, including the technical aspects and nurturing your subscribers. Developing a well-crafted welcome sequence and providing valuable content to nurture your audience is an essential aspect of long-term success. 

Strategic planning plays a pivotal role in streamlining your online presence and catering to diverse audiences. Jo, as a copywriter who serves both copywriting clients and aspiring copywriters seeking guidance, she needs to consolidate these facets into a cohesive business approach. 

The key lies in offering clear pathways for visitors to navigate your website effortlessly. This ensures a seamless user experience and eliminates confusion. When visitors arrive at your website, they should be greeted with a concise representation of your identity and services, allowing them to easily self-identify their needs and navigate to the relevant sections. By tailoring specific lead magnets for different target audiences, accompanied by distinct welcome sequences and email campaigns, you can effectively engage and nurture relationships with each group, optimizing your chances for success.

A welcome sequence

Make it about them! When it comes to crafting effective emails to nurture your photography email list, it’s vital to keep your subscribers’ needs at the forefront. Put yourself in their shoes and consider the journey they need to take from initial interest to the point of wanting to work with you. Understand their questions, desires, and what they’re searching for. 

Each email should have a singular purpose and a clear call to action that aligns with their progression. As a photographer, it’s easy to feel overwhelmed by what to say. To simplify the process, assign a purpose to each email. Start with the first email, which should focus on why they signed up, clarifying expectations, and highlighting the problem you solve. 

Subsequent emails should continue addressing their needs and offering solutions. Remember, it’s not about the quantity of emails but the effectiveness of your messaging. Begin by identifying the essential messages your subscribers need to see and then determine the appropriate number of emails to achieve your goals.

Nurture content for leads

This is a fun part, crafting effective nurture content for your email list requires a keen understanding of your audience’s journey and where they are in their relationship with you. Whether they have already worked with you or are still considering booking your services, tailoring your content accordingly is essential. For those who have already booked, your nurture content should focus on capturing and preserving the special moments and milestones in their ongoing relationship with you. 

On the other hand, if they are in the engagement stage, your content should revolve around building anticipation and showcasing the value of working with you. This process involves segmentation, which might sound daunting but is simply a way to categorize your audience based on their specific needs and interests. Understanding your ideal client is key. 

Dive into their everyday life, uncover their interests, and identify the influencers they follow. By aligning your content with their preferences, you can create emails that resonate deeply and offer value beyond promotions. Engaging your audience through relevant and personalized content will foster excitement and ensure that your emails are eagerly anticipated rather than seen as mere advertisements.

Segmenting emails

Segmenting your email list is a powerful strategy that allows you to personalize your communication and cater to specific client interests. As Jo Harris highlights, once someone becomes your client, you can implement workflows and nurture sequences using tools like HoneyBook to streamline your communication and provide a tailored experience. 

However, it’s equally important to consider email marketing for potential clients. By segmenting your list based on their preferences and interests, you can send targeted content that resonates with them. For instance, you can share blog post tips related to wedding or engagement photography with one segment, while offering promotions and mini-session updates to another segment explicitly interested in those services. 

Understanding where your subscribers are in their journey and what they’re looking for allows you to provide valuable and relevant information. Jo also suggests an effective approach of subtly promoting your services by including a gentle call-to-action at the end of your nurturing emails, inviting clients to explore future collaboration when they are ready. This strategy strikes a balance between promotion and building genuine connections with your audience.

Good ways to get extra nudges

In your quest to grow your email list as a photographer, you can often encounter plateaus or moments where progress seems to stall. Regardless of your niche or expertise, it’s natural to seek that extra push to continue expanding. According to Jo Harris, establishing authority is a potent asset in this endeavor. While social media marketing holds its merits, building authority sets you apart. 

This can be achieved through various means, such as speaking at local events or guesting on podcasts to share your expertise. The choice between digital or in-person engagements depends on your ideal client and target audience. When someone with an established platform shares it with you, it serves as a powerful endorsement, allowing others to become acquainted with your work and the value you offer. This exposure to a fresh audience not only aids list growth but also opens doors to potential clients. Embracing the strategy of building authority can be a game-changer on your journey toward email list expansion.

Another valuable strategy for photographers to grow their email lists is to collaborate with vendors or be featured on preferred vendor lists. By including a link or QR code on the information provided to clients, photographers can direct them to a dedicated landing page to join their email list and become a part of their community. This approach allows photographers to leverage the existing audience and resources of vendors who share the same target market. It’s an excellent opportunity for mutually beneficial partnerships and expanding reach.

Final Advice

One often overlooked yet essential aspect of email marketing is tracking your metrics. It may seem simple and obvious, but the truth is that most people neglect this vital step. By creating a straightforward Excel sheet or utilizing tools like Google Drive, you can easily log your weekly emails. Record basic information such as the subject line and include a link to the email itself. But don’t stop there – take it a step further and track metrics like open rates and click-through rates. 

These valuable metrics offer insights into which emails are performing better and provide valuable feedback on what your audience craves or wants less of. By analyzing this data, you can replicate successful emails and better serve your subscribers. Conversely, it’s equally important to investigate emails that didn’t resonate well. Was it the timing, the subject line, or the content itself? Tracking metrics allows you to pinpoint areas for improvement and refine your email marketing strategy. 

You can find Jo Harris at her agency website here, where you’ll find a landing page offering a comprehensive and actionable free guide you can download. This resource is designed to assist you in refining your messaging, attracting clients, and taking tangible steps toward success. For further insights into Jo Harris and her agency, visit her website here!