What are some things to avoid when cold emailing?
I’d say the most important part of a cold email is not to sound cold. Don’t have it sound like a mass email. Be as personable as possible. Mention something they personally may be interested in. And spell their name correctly.
How often do art buyers respond to email blasts? How enthusiastic should a photographer actually be about positive feedback from an email blast?
Never. When sending out emails, don’t expect to get any responses. The point of an email blast is not to get responses, and they know that. The point of an email blast is to send out as many emails as possible to the correct clients to show them your work.
When sending newsletters/promos to new clients or agents, is there a polite way to introduce yourself other than the generic, “Hey, I’m a new photographer in the area, etc.?” In essence, when photographers reach out to you, how do you like to be “asked?”
The best way is to speak to people as you would want to be spoken to. The more personal and less ‘mass email’ sounding, the better. Be short and quick but also as personal as possible. Use the person’s name and spell it correctly.
Do people still send postcards out? Are they a good way of marketing?
Yes, we still send out promo mailers, as it’s important to use every possible opportunity you can think of to stay in front of clients. Not every type of marketing will work for everyone, so I like to try every method that is within our budget.
When sending out promos consisting of documentary or environmental portraiture, how important is it to have subjects in the photos that are well-known celebrities or artists? Or does that even matter at all?
Send out promos where your work matches the type of imagery your clients are looking for. That’s what will help you get noticed.
You only need to show famous folks if you are going for the celebrity or entertainment industry. Stay true to your look/style and make that powerful theme which will stand out.
Right now we send print mailers to approx 500 people 3-4 times per year. At what point should we remove someone from the print mailing list if we haven’t received a response after maining, emailing and calling on multiple occasions?
Continuously fine tune your list to match the images you are sending, and update it as people move around. Not getting a response is not the problem. In our business we have no idea when our promos are working because the norm is not to get a response. So update constantly but not for that reason.
How soon after sending promos is it ok to follow up?
Follow up with the recipients immediately or within a few days. We are all inundated with images so we forget quickly. Our business is based on short term memory.
How do you find new photographers? Specific websites?
Guest Post, Mara Serdans: I get lots of emails and promos from photographers. Otherwise, I find new photographers on Instagram, at portfolio reviews, blogs, magazines and at gallery shows. I peruse directories like At-Edge, Workbook, and Found Folios. I love checking out PDN’s Annual listing of New and Emerging Photographers. I’ll even go back to the previous years’ listings to remind myself of the talent.
Guest Post: Creative Consultant, Mara Serdans
