Have you been thinking about starting an email list to help you market your wedding business? Or maybe you’ve been hearing others around you talking about it and you’re wondering what all the fuss is about? Does email marketing really work in the wedding industry?

Don’t worry – I’m going to break down the 7 “must-haves” you need to have before starting an email list (if you actually want to get clients from it!). From deciding the purpose of your list and choosing the right email platform to creating irresistible lead magnets and legal compliance, having each step in place is the best way to ensure that your email marketing will actually be effective. 

Ready to learn how to start your email marketing journey as a wedding pro? Let’s jump right in!

1. Decide What You’ll Use It For

Before you jump into email marketing for your wedding business, it’s important to think about how it fits into your overall marketing plan. Remember, the wedding industry is cyclical (and let’s be honest – we don’t get a lot of repeat customers). Unlike some professional marketers, your goal likely isn’t to keep expanding your email list forever but to engage effectively when it really counts (like right before they are about to hire their wedding vendors!).

In my opinion, email marketing is a standout marketing choice for wedding pros because it lets you get personal. And let’s be honest, less people are doing it. When you send an email, you’re chatting directly with someone who’s letting you into their inbox—that’s a privilege! You get the chance to start a one-on-one convo where you can really connect with your ideal customers.

Want to learn step-by-step how I’d start using email marketing as a wedding pro? Head here!

2. Choose the Right Email Marketing Platform

Next, it’s time to pick your platform. You do need a professional email marketing platform (scroll to point #7 if you need more convincing), and in my opinion the best option for wedding pros is Flodesk. While it does have its limitations in the world of funnels (read more about that here), I really believe that email marketing as a wedding pro is more about creating real connections and being there at the right times, not setting up complex funnels or growing a huge list. 

Unlike other industries, it's about the quality of interactions, not the quantity! And to be honest? It’s also about aesthetics. Flodesk has the prettiest emails out there, and when you’re in the wedding industry, aesthetics matter. I always like to say that “the eye buys” in the wedding industry so your boring text-only emails that marketers can get away with are likely not going to cut it friend.

3. Create a Lead Magnet

Next on the list of must-haves before starting an email list is creating a lead magnet. This lead magnet, often called an opt-in or freebie, should be something super valuable that solves a specific problem for your ideal clients. For example, if you’re a wedding planner, you might put together a downloadable guide showcasing the top [insert your style] wedding venues in your area. If you're a photographer, consider a guide to the best local spots for engagement photos. 

These are just starting points—there are countless ideas out there. Whatever you choose, make sure it’s something that genuinely helps your ideal clients and adds real value to their wedding planning journey. But one thing is for sure: nobody wants to “subscribe to your newsletter”. Our inboxes are full these days so if you want to build your email list, prepare to give something juicy in exchange!

4. Craft a Welcome Email Sequence

As a wedding professional, the way you nurture your email list is arguably more important than how often you plan to send out emails. When couples sign up, they're typically in the thick of decision-making and likely closer to the point of hiring someone than you might think. Most of these couples will be walking down the aisle within a year, so the window to influence their choices and win their business is relatively short but incredibly impactful.

This means that every email in your nurture sequence needs to be strategically crafted to guide potential clients through their decision-making journey. Focus on providing valuable content that addresses their immediate needs and concerns, showcases your expertise, and distinguishes your services from others. Don’t be afraid to let your personality shine too! For instance, sharing tips on navigating wedding planning challenges, highlighting testimonials from past clients, or offering your take on the latest trends can help you stand out.

Tired of staring at a blank Google doc and want my help? Grab my free guide to crafting a high-converting nurture sequence (that will have couples reaching out to book you!). 

5. Set Up a Subscriber Form on Your Website

Remember how I said Flodesk emails were pretty? Another reason I love them is that their opt-in forms and landing pages are gorgeous too! Their templates and drag-and-drop features make it easy to create something that feels completely branded and aligned with the aesthetic of your business. After all, you’ve likely spent a lot of time on your website so you don’t want to muc it up with some bro-marketing style opt-in form! 

6. Plan Your Content Calendar

Did you think building an email list was an “if you build it, they will come” kind of situation? If you did, you’ll likely get a reality check fast!

To really grow your list, you need to consistently be promoting your lead magnet. I recommend setting up a content calendar to help streamline this process. With a content calendar, you can plan out how and when you'll promote your lead magnet across different channels, such as social media, your blog, or through freebie swaps with fellow wedding pros with their own email lists. 

On top of keeping a content calendar to remind you to promote your email list, if you’re planning on emailing your list regularly (beyond the nurture sequence!), you also need to come up with regular content for your subscribers! 

Feeling overwhelmed like it’s a lot to keep track of? This is one of my favorite things to use Enji for! Read my full review here.

7. If You’re Ready to Start an Email List, Make Sure You’re Keeping it Legal

Lastly, you need to make sure that your email marketing practices comply with the latest email laws. This isn’t something that constantly changes, but it is something you need to be aware of. For example, as of a couple of months ago, using a personal Gmail address for your email campaigns no longer meets legal standards. Depending on where you are located (or where your ideal audience is!), you may need to adhere to CAN-SPAM or GDPR regulations as well.

You also need a proper email marketing platform that adheres to these regulations, ensuring that your emails are not only professional but also legal. If you have stayed with me this far you already know that I love Flodesk for email marketing so grab 50% off with this coupon code here if you’re ready to give it a try!

Ready to Start Your Email List?

I hope I’ve drilled this home: starting an email list is more than just collecting emails; it’s about creating meaningful connections with potential clients. Like any other marketing effort, you need to be strategic if you want to see an ROI. But with the right preparation, your email list can become a powerful tool to build trust and drive business. Get these 7 steps in place first, and you’ll be well on your way to growing an email list in a way that actually gets you business!

Click here to start a free trial with Flodesk and give it a go yourself. When you sign up with Flodesk using this link or code CANDICE50, you'll receive 50% OFF Flodesk.

Yup, that's right. 50% off Flodesk. No matter how big your email list gets. No matter how many emails you send out. The price never increases (and it's just $19 a month, which is cheaper than that ad you've got on a wedding directory we won't name–but it sends you the worst leads all the time!)

And if you're wondering the difference between Flodesk vs. Mailchimp – check out this article!

Explore More Wedding Industry Resources

• How To Create An Offboarding Process In Your Biz
• Why You’re Not Attracting The Right Clients and How to Fix It
• 50% off Flodesk Promo Code
• How to Create An Automated Email Marketing Funnel That Sells With A Nurture Sequence
• 7 Best Habits For Wedding Pros To Adopt
• Five Wedding Planner Tools You Need to Use In Your Business
• In a Marketing Funk? Tayler Cusick Hollman from Enji Has The Answer To Creating Your Marketing Plan
• The Truth About Wedding Directories And If They’re Worth The Money… Here’s Everything You Need To Know
• What Are The Best Resources For Wedding Planners?
• How To Sell Your Wedding Planning Services: The 7 Stages Of The Sales Cycle

Some of the links used in this blog post are affiliate links. When you purchase something, our company receives a small compensation at no cost to you. This compensation helps to maintain the cost of creating helpful content, like our podcast, so you can build a profitable business with purpose.