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Getting Started with Email Marketing in 2021

In 2021, it’s more vital than ever to have an email marketing plan in place to help your business sustain growth. In 2020, COVID-19 slowed things down for many wedding and events planners. While things are certainly not back to normal yet, businesses are slowly starting to open back up again and, in that, you will need to build those sales back up.

The process of creating an email marketing funnel will include some trial and error, but once you get it up and running, it’s a tool that virtually works on its own.

Here are the steps you need to take to kickstart your email marketing strategy in 2021.

Become your own referral source
First and foremost, you need a list of people to receive your emails. To build this list, you will need to create a lead magnet to grow your audience.

A lead magnet is something that attracts potential customers and encourages them to do business with you. It can be a PDF, a checklist, an e-book, or a helpful guide. Whatever it is, the goal is to make it a free resource that is engaging and valuable to the customer.

The content of the lead magnet must be relevant to who you’re trying to reach. For example, as a wedding planner, the best magnets would be those that help couples deal with wedding planning woes. Consider key pain points and offer solutions for finding the best vendors or reducing stress during the planning process.

As potential clients gain interest, they will be more willing to exchange their email addresses for the promise of receiving helpful information. As you build your list and establish trust with potential clients, you’ll see your booking rate increase accordingly.

Determine three areas that you add unique value
Let’s be honest: The wedding and events industry is intensely competitive. You already know that you’re not the only one vying for a customer’s attention. To stand out from the crowd, you need to find at least three areas you can add value.

Maybe it’s exceptional customer service or a signature touch on wedding planning. Perhaps you have an impressive network and a robust vendor referral list. Whatever your unique selling point may be, embrace it and promote it in your emails. Show your customers why doing business with you is the best decision they can make.

Plan out promotions for the next quarter
The key to having a good email marketing plan is consistency. Bring your customers in with regular sales and other elements that make them want to book with you. Knowing when your promotions begin and end will help you remain consistent and balance the types of emails you send. A good rule of thumb is to send about one email per week that highlights your services and promotions.

Serve as an expert resource in your field
You’re knowledgeable about your field, and your customers appreciate it! Providing valuable resources is a powerful way to connect with them, so demonstrate your expertise through email. Write at least three weekly emails that give advice related to your field of expertise.

The main goal of email marketing is to build trust and develop long-lasting relationships with your clients and customers. Don’t expect results at lightning speed. Developing a revenue-generating email system is a process that takes time, but once you start building a bond with your customers, you will find yourself on the path to success.

Need more help with building your email list? Click here to download the Email List Building Roadmap Implementation Guide by Flourish Marketing and get answers to all of those questions and more.

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Aleya Harris

Through her company, Flourish Marketing, Aleya offers marketing education, strategy, and tools that help wedding, catering, and events business owners stop staring at a blank calendar and start getting and keeping a consistent stream of clients. Aleya is a Le Cordon Bleu-trained chef who also happens to be an award-winning, marketing strategist, brand manager, content developer, and storyteller. She has a background as a marketing executive on the leadership teams of large foodservice organizations and has also been a private chef and catering company owner. Aleya speaks your language and understands your challenges. She knows how important it is to work in your passion. That's why for the past 12 years, she has been focused on helping over 1,000 accounts, brands, and business owners to be successful.

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