Peter Taylor, one of our Charlotte-based member photographers, approached us a while back about creating a memorable emailer template for him. He read a post I’d written on the subject and shared the following:
I’ve been wanting to do something like this for a while. An emailer template that I can change out the photos and editable text that I can put in separate and different links. I use Agency Access. Normally what I do is make a single jpg image in photoshop with my image and the text, then turn the whole thing into one link to my website. I would like it to be better.
He also sent over a few examples of emails he’d sent out in the past. Each one was complimentary of his branding, but was also a different design and all were saved as a flat image with no live text.
Peter and I discussed the goals of his emails, as well as the essential elements he should include. Some are intuitive, but others tend to fall by the wayside. So the next time you’re reevaluating your own email newsletter, keep these key elements in mind.
In my time here at WM, I’ve noticed that a lot of photographers find templates boring and think they need to completely change up the format each time to keep things interesting. It can definitely seem that way when you’re staring at your own branding every day. However, keep in mind how many logos and websites and brands your clients see and interact with every single day. It’s overwhelming. The template isn’t meant to be a constraint but actually helps clients recognize you, along with streamlining your productivity and keeping the spotlight on your images.
With that said, let’s get back to Mr. Taylor. I kept the first round of solutions pretty straightforward, including the essentials.
Once he’d had some time to review this round, Peter shared that he wanted to add some more visual interest to the designs, include a tagline he often uses in his brand and make the website link much more prominent. He wanted to make this template really shine, and we were both ready to invest the time it would take to get there. We went back and forth for a few rounds, but finally landed on a template design both of us were equally excited about.
With the final design coded, I got Peter’s ftp organized for hosting his images and set up the first email in Agency Access. From there, Peter took the reins and has been sending consistently branded and beautiful emails ever since.
To see Peter’s work visit ptpix.com. If you’re looking for a logo of your own or to build out your brand, feel free to shoot us an email or check our consulting page for more information about our design services.