Emailer: A Featured Escape for Goran Kosanovic

Bethesda, M.D. photographer Goran Kosanovic recently came to us to revamp his marketing in hopes of extending his reach to clients. Goran mainly shoots Food/Drink, Home/Garden, Hospitality, and Travel, so that’s what his marketing components needed to be centered on.  

To kick off his marketing escapade, marketing manager Ann MacMullan decided a BaM! (Branding and Marketing) Plan was the best approach to begin building his custom marketing strategy. One recommendation: create an emailer to showcase his strongest work and target desired clients. That’s when we got involved and started brainstorming prototypes that Goran could use to catch the eyes of clients. So you may be wondering, why use an emailer? Well, It’s a vital part of a photographer’s marketing tool belt because it’s an easy way to reach a large group of clients and keep in touch with past ones by sending them a little note to touch base and feature your new work. Another positive about using emailers? The analytics. Many email fulfillment systems like Agency Access and MailChimp offer free analytics that let you see who opened your email and clicked through. This gives you the ability to create a more targeted list of clients to use in the future for other promotions.

Goran knew from the beginning that his custom emailer had to capture all of his specialties, which worked with our vision since food, home, hospitality, and travel photography usually complement one another. Before we even thought about picking images, we needed to create an emailer template that would best meet his goal. We knew from the get-go that we wanted to use a large hero image that featured one of Goran’s gorgeous shots, a strong headline, body copy, and links to his social media. With all of that in mind, we started designing the first round. Here are a few of our favorites:

First Round

When we showed Goran his first round of options he really liked certain components from each, such as a header from one and a footer from another. He had a hard time choosing a favorite, so we gave it another go and consolidated the designs into a second round, which you can see below:

Second Round

After seeing those, he had one last suggestion: make the email button pop more, so staying consistent with his brand, we decided to change it from gray to orange. Take a look at his final emailer:

Final Round

The final product hosts all the vital elements for a successful emailer: attractive images, contact info, and links. One of the most important components is to have multiple links to his website: the logo, URL, main image, and headline all link back to his site. Goran’s emailer also features live text, which is crucial for anything that’s emailed in bulk as it’s the piece of the emailer that prevents it from being intercepted by a spam folder. Finally, the bottom features links that go to all of his social media sites, making it easy for clients to connect with him in a number of ways.  

You can see more of Goran’s work on his website.

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