Drive more email responses

© 2015 XO GROUP INC. ALL RIGHTS RESERVED.

2016 Local Sales Training:Drive More Email Responses

Photogen Inc.

● Tips on emailing busy vendors● Best email practices● Live email examples in Tout● Templated emails from marketing

What we’ll cover

● Understand how to grab wedding pros attention

● Having them respond is crucial

Goldfish 9 seconds vs Humans 8 seconds

Concentration Time

● Personalization is king!

● Personalized emails lead in 50% open rates

● 22% higher reply rates

How to make your message stand out?


5

Tips on Emailing Busy Vendors

Milou + Olin Photography

#1 Research them

Tips on emailing busy vendors individually

https://www.theknot.com/marketplace/wedding-reception-venues-minneapolis-mn#prompt

#2 Evoke curiosity within subject line

Examples:

● Quick question?● Looking to book more couples in 2016/2017?● Open the door to 28,000 couples in Chicago suburbs● Access to 27,000 Philly couples ready to spend on their big day● Susan from Big City Brides recommended I get in touch● Great chatting with you --- here are our next steps● Should I stay or should I go?● Where is the love?● Looking for talented wedding photographers● Let The Knot help with a successful 2016/2017 booking season

Tips on emailing busy vendors


#3 Include a very specific ask

Example:

● Do you have some time this week to quickly chat about a Wedding Pro storefront and the exciting advancements at The Knot?

● Could we chat tomorrow between 1-4pm?● Our 23,000 Chicago brides are ready to go on the spending spree of their

life. Would you like to be granted access to this audience?● Illinois traffic is at an all-time high and vendors are booking couples NOW.

This is the time to partner with The Knot. When can we chat?



#4 Show appreciation

Example:

● I look forward to talking with you and appreciate your time.

● I appreciate you & your business.

● I look forward to hopefully partnering with you & watching your

bookings soar for 2016/2017!



Subject line: Susan from Big City Bride recommended I get in touch

Hello Cathy!

I recently spotted The Chez Instagram post in collaboration with Big City Bride. Your event space looks amazing - gorgeous staircase!

Susan from Big City Bride has been an valued advertising partner with us for over 8 years & recommended I reach out.

Did you know that our Chicago couples are spending an average of $22,000 on their venue ?

Do you have time to chat on Friday between 1-4pm about advertising options?

I look forward to talking with you and appreciate your time.

#2

#3

#1

Emailing for busy vendors

#4



11

Best Practice Emails

Rebekah J. Murray Photography

Shorter Emails = More Effective

53% of emails opened on mobile

Short, Sweet & Direct

● Best response rate: 50 & 125 words

● No need for BIG words

● Keep it simple

Winner!

Hello Katie!

Your event space looks amazing - your Facebook & Instagram photos really highlight the gorgeous city view!Perfect photo opp for couples! Do you have some time this week to quickly chat about a Wedding Pro storefront and the exciting advancements at The Knot? Would Friday between 1-3pm work?

Fun Facts:· The Knot DOUBLED LEADS to Wedding Vendors in 2015!· Open the door to 23,000 Chicago brides who are ready to spend on their big day.· Average wedding spend is nearly $51,000 in Chicago· Did you know that our Chicago couples are spending an average of $22,000 on their venue ?· ONE BOOKING will cover your marketing investment for a year. Check out The Knot Chicago


Localized Relevant Content

https://beta.theknot.com/marketplace/wedding-reception-venues-chicago-il#prompt


Best Time to Send

● 8:30am Early morning 42%- Winner!

● 8:30pm Late night

● 1:30pm Midday


16

Tout Samples


Subject line: Let The Knot help make your 2016-2017 booking season

Hi there,You had reached out to The Knot not too long ago regarding possibly having your business featured on the site for more engaged couples to find you. Is The Knot still on your radar? I don't want to bug you, so if you are no longer interested in growing your wedding business, please let me know, and I can stop reaching out. BUT if you are still considering getting featured on the site, I'd love to find a few minutes to chat early next week. We are having a super promotion that ends 8/27/16, so this might be a good time to revisit some options. Let me know if Mon, Tue or Weds would work for us to connect? Looking forward to your reply.

Melina’s Follow up example

Subject line: Let The Knot help with a successful 2016-2017 booking season

Hi Beth,

I just wanted to circle back around with you to see if you are still interested in a partnership with The Knot.

There are more than 23k engaged couples in Central Florida looking for that perfect [category] to make their dream wedding a reality--which means a huge opportunity for you! I’d love to chat with you about how a custom partnership with The Knot can get you more exposure, connect you with the most qualified couples, and help you book more business.

I don't want to bug you, so if you aren’t ready to make a commitment right now I totally understand. But if you are still interested, , on the fence or have any questions, let’s connect! Oh and did I mention, we are having a super promotion that ends 8/27/16, making this a great time to sign up at a great rate. Would Mon or Tues between 9am-12 work for us to connect? Looking forward to helping you grow your business.

Enhanced Example

Subject line: Partnering with The Knot

Hey Bella, I am reaching out to talk with you about The Knot and how we can partner to get you more exposure and leads. There is a huge demand for your services with our couples, so I would love to make you an option, increasing your connections, bookings and bottom line! Take a look! Are you free to chat with me this week? Let me know what your interest is and what works best for you. Feel free to reach out to me at 240-341-4100.

Kimberley’s Prospecting Example Received

18-20responses

http://go.toutapp.com/81633bb8102ec813d5

Subject line: Partnering with The Knot

Hey Bella, Looking to increase your exposure in the DC market and book more business? I’ve got you covered!

With more than 11 million monthly unique visitors and nearly 2 million social media followers, The Knot is the #1 place for couples to get inspired, plan and book their wedding. Get more exposure for your services, connect with the most qualified couples as they search for wedding pros like you, and book more business through a custom advertising package with The Knot!

I’d love to chat to learn more about your business and share some of the great opportunities we have for you. Are you available Monday or Tuesday between 1:00 & 4:00 pm?

In the meantime, feel free to reach out anytime with questions, here’s my number 240-341-4100. I look forward to talking with you and appreciate your time.

Yours.truly.

Enhanced Example

Subject Line: Looking For Talented Wedding Photographers

Hi there, Hope this email finds you well. My name is Megan and I am your new Indiana Rep for The Knot. I’m currently looking for some new talent to put in front of my bridal audience. I know your time is precious but would love the chance to connect with you regarding your business and see if we can get creative about driving wedding couples your way. We have over 1,700 Indiana brides-to-be joining The Knot every month. They are looking for vendor options right now. Would you like to be listed as an option for them? Hope to hear from you!Megan Guffey P.S. Just for your time I will offer an automatic new intro discount off storefront packages should you decide The Knot is where you want to advertise.

Lindsay & Megan’s ExampleReceived 50-60 responses 3 days!

Subject Line: Looking For Talented Wedding Photographers

Hi Kate, My name is Megan, your new Indiana Rep for The Knot. I recently came across your work online and was blown away! I would love to connect with you to learn more about your business, and to chat about how The Knot can help you get more exposure for your services and book more weddings.

Over 1,700 Indiana brides join TheKnot.com every month, and one of the first (and most important) things they do is search for their wedding photographer. There’s a huge opportunity for you! Are you free to chat Mon or Tues between 1-4pm?


Megan Guffey

P.S. To get you started, I can get you in at a special introductory rate!

Enhanced Example


24

Marketing Templates


Marketing templatesYour passport to more business

Want to book business faster?

Marketing templates

Where can I find these Tout templates?

Templates & Campaigns→Team Templates→Marketing Templates→

Sign up to showcase your Deals

● Research● Subject line curiosity● Specific ask● Show appreciation● Shorter email = More effective● Keep it localized● Early bird gets the worm

Takeaways

Documents

Drive more email responses