Marketing Series Part 5: Sending Out Your Email Promos

As I promised last time, today’s installment will be delving into the mechanics of sending out your email marketing promos.

There are so many ways to achieve this and yes, you could be a cheapskate and just BCC (Blind Carbon Copy)  it to your entire list but here is why that would be stupid.

  1. A high percentage of your mailer will probably get flagged up as spam.
  2. You will have no way of tracking who opened your mailer, let alone who clicked through to your website.

Why this last point is important will become abundantly clear in our next piece where we review the results of your campaign and discuss how to follow-up potential clients.

For now let’s concentrate on getting your emails sent.

Managed Email Marketing Campaigns

There are marketing gurus out there whose sole existence (and revenue) comes from helping creatives send out their mailshots. I myself use Agency Access which was the catalyst that sparked this marketing series but there are a number of similar services.

What they all share in common is the ability to help you manage your email campaign, complete control of your statistics and much better quality templates designed specifically for creatives. The caveat is most only offer this service along with their mailing list subscriptions so if you’ve already gone to the trouble of building a strong list yourself with their help it wouldn’t make sense to do so now and although more bespoke to our needs can be a little more costly than the generic business equivalents.

Email Marketing Services

Over the years there have been many email marketing services pop-up from obscurity so I will just overview the most popular that I am familiar with and what they will cost you.

All of the services I mention here include the ability to track your mailer as needed so after price the only real difference is the ease of use you find their software for generating your email. Luckily they all come with a free trial account so you can sign-up and play with the tools before you commit to them.

Now, even though I use Agency Access for my main promo campaign I do also use the service MailChimp for my regular newsletter subscriptions so the fact I can recommend this service personally is the reason I’ve listed it first (oh, and because it’s also free to a point). 


Free to send up to 12,000 emails to 2,000 subscribers.


$29 per month to send unlimited emails to 2,500 subscribers.

$25 per month to send unlimited emails to 2,500 subscribers.



Going into the scope of each service with step by step guides to crafting your mailer in them is far beyond the scopes of this marketing series but I assure you there is a lot of help out there if you need it.

Each of these services try very hard to make it as easy as possible for you (some more than others) and you will quite often find thorough video tutorials and getting started guides included with your trial account, so go and have a play.

     $35 per month to send unlimited emails to 2,500 subscribers

The Final Step

So now you have your email promos ready and the means to send them there is one final thing we must discuss. The dreaded subject line!

There are thousands of articles online by business gurus across the world discussing various techniques for crafting the perfect attention grabbing, click baiting, table raising, subject lines.  My advice is to ignore the lot of them!

Art Buyers aren’t stupid and nor do they need “tricking” into checking out new work. It is part of their job after all! So make it easy for them and keep it simple.

Make sure when your mail pops up in their inbox with all the necessary information is clearly visible, including your name, what you do and your target market.

For example when mine is sent out it shows as:

From: Adam Marc Williams

Subject Line: “title” for “client/magazine” – Fashion Photographer UK

This lets them see who I am (name recognition) the title of the work/client example and the service that I provide.

Best case scenario they have a client that needs a fashion photographer in the UK and they open it immediately, love it, follow the link through to my website and book me for a six figure campaign on the spot (still waiting for that one).

Worst case scenario they don’t open it because they have no current need for a fashion photographer, and if that’s the case remember it’s nothing personal (build that thick skin, you’re going to need it).

However, what do you think the first thing they will do in six months’ time when a need for a fashion photographer does suddenly arise? They’ll probably search their inbox for the words fashion photographer to see what they’ve had and because you’ve kept things simple and included what you do in the subject line, guess who will pop-up.

As with most areas of marketing/life there is no need to over complicate things and next time I will be showing you a simple system for following up on your promo campaign and securing those all-important go sees.

Good luck.

Read more of the Marketing Series

marketingAdam Marc Williams