Turn Old Email Addresses Into Booked Brides
Hey, wedding pro, is this statement true or false:
You should delete the old email addresses of potential couples you haven’t contacted in 6-18 months because they are presumably married now and no longer need your services.
False! How do you know your potential couples no longer need your beautiful product or service unless you reach out to them and see how they are doing?
“Maybe your past potential couples had to postpone their wedding due to unexpected circumstances, such as COVID-19, or maybe they just weren’t ready to book until now. By implementing these seven tips today, you can get in front of your past potential couples who are now ready to book and let them know that you are here, you care about their wedding day, and you can make sure it will be the most special day of their lives.”
Before you delete your old email addresses, learn why your old email list is still vital and try these seven powerful tips on how to turn them into booked and excited brides.
Why are old email lists vital for any wedding pro?
Your potential couples will fit into one of two categories:
Buy Now couples:
These couples are ready to decide on their perfect wedding pro due to time or budget factors. Buy Now couples make up only 3% of your local market.
Buy Later couples:
These couples are engaged, they need what you have to offer, but they’re not quite ready to book a wedding pro. Buy Later couples make up 12-15% of your local market.
By staying in front of your leads for longer – you can increase the percent of leads you book by 3x, but if you don’t stay in front of your Buy Later couples with consistent follow up emails, they will choose another wedding pro when they are finally ready to make a decision and book.
You have old email addresses because these couples were once interested in what you are offering. They just need to be reminded about you, why your offering is different, and how their wedding will be stress-free and memorable because of you. One of the best ways to achieve this is to stay in front of your potential couples by reinvigorating your old email list.
HOW TO REINVIGORATE AN OLD EMAIL LIST
- Compile all your old email addresses into one list.
Comb your wedding pro email account for emails from potential couples that have fizzled out over time, compile them in an excel spreadsheet, or use customer relationship management software (CRM) to manage your new email list.
- Put their name and your question in the subject line.
Your potential couple receives endless emails a day from various businesses. Putting your potential couple’s name in the subject line is more likely to have your email noticed and read. For example: Are you still looking for a wedding planner Lisa?
- Keep it short, simple and straight to the point.
The first time you check in with your past potential couples from 6-18 months ago, keep it short and simple. The purpose of this email is to one, remind them of who you are, and two, find out where they’re at with their wedding plans and if they still need your services.
- Include a super short synopsis of who you are.
Since it may have been 18 months since your last conversation, remind your potential couples who you are and what emotional need you are solving for them in a short paragraph.
If you need guidance on figuring out the emotional need of your ideal couples, we recommend reading “How To Book More Weddings In 2021” next.
- Be professionally persistent until you receive one of these three responses…
If you send your “Touching base” email and receive nothing back from your potential couples, should you delete their email address?
No, not unless you want to miss out on booking the perfect couple who are ready to book the perfect wedding pro.
Never write off your potential couples until you receive one of the following responses:
- No, we’ve already picked someone, and we’re all set.
- No, please take me off your list.
- Yes, let’s talk.
- Follow up with a short text.
If you also have your potential couple’s phone number along with their email address and permission to text them, you could send a shortened version of your “Touching base” email a day or two later as a prompt following your first email.
- Follow up with an engaging and effective email campaign.
A beneficial strategy we always talk about with our Growth Academy students is the GIVE, GIVE, ASK email formula. This effective email formula helps your potential couples get to know you, like you and feel confident to book with you.
Here is an example of how you can utilize this simple but effective formula today.
Email 1 and 2: GIVE
Provide valuable information that helps your potential couples choose the right wedding pro for their wedding. Get them closer to the buying decision.
Email 3: ASK
Include a CTA, such as “Let’s have a conversation” or “Here are the packages I offer”.
Book more brides by implementing an effective follow-up formula today
Maybe your past potential couples had to postpone their wedding due to unexpected circumstances, such as COVID-19, or perhaps they just weren’t ready to book until now. By implementing these seven tips today, you can get in front of your past potential couples who are now ready to book and let them know that you are here, you care about their wedding day, and you can make sure it will be the most special day of their lives.
Antonio from our Growth Academy recently booked the perfect job with his ideal couple after sending them personalized follow-up emails over 20 weeks. When his ideal couple was finally ready to book, they went straight to Antonio because they knew he was the perfect wedding pro for them based on the valuable information he provided in his emails.
Reinvigorate your old email list with a series of email templates that can help you effortlessly book more brides in 2021. Contact Book More Brides at firstname.lastname@example.org for our effective follow-up email templates that can help turn old emails into booked and excited brides.
Or receive these templates for free when you sign up to the Book More Brides Growth Academy plus:
- Group coaching calls
- One-on-one coaching
- On-demand training
- Onboarding support
- Support and encouragement from a private community of wedding pros
Click here to learn more about our Growth Academy Coaching.
Turn Old Email Addresses Into Booked Brides