The problem
Many couples inquire 12 to 18 months before the wedding and aren't ready to book. A planner with 8 inquiries a month that go quiet has nearly 100 couples a year who may have forgotten the name by the time they decide. Winning back 1 of them every 3 months at a $3,990£3,000€3,570A$5,760C$5,640 fee would be $1,330£1,000€1,190A$1,920C$1,880 a month in fees.
What the AI does
Brevo is an email marketing platform with a drag-and-drop editor, sign-up forms, contact segments and an AI tool for drafting email copy. Its free plan sends up to 300 emails a day once Brevo approves your account. Add couples who inquired and agreed to hear from you, then send one useful email a month: a real wedding you planned, a supplier you recommend, a timing tip for their season. Use the AI tool for a first draft, then rewrite it in your own voice.
A worked example
A wedding planner in Cardiff gets about 8 inquiries a month that don't book straight away. Couples who tick the box on the inquiry form are added to a Brevo list and get one email a month until they book or unsubscribe.
Before
About 8 unbooked inquiries a month hear nothing after the first reply
After
If 1 extra couple every 3 months books from the emails at $3,990£3,000€3,570A$5,760C$5,640: about $1,330£1,000€1,190A$1,920C$1,880 a month in fees
What it's worth
About $399£300€357A$576C$564 a month in profit, at an assumed 30% margin on $1,330£1,000€1,190A$1,920C$1,880 a month of extra fees (1 more $3,990£3,000€3,570A$5,760C$5,640 booking every 3 months). Brevo's free plan covers a list this size, so the main cost is about an hour a month writing the email.
How to set it up
- Add a tick box to your inquiry form asking couples if they'd like a monthly email, and say what it will contain.
- Import only couples who said yes into a Brevo list, and tag them by wedding season.
- Write one email a month with something useful, using Brevo's AI tool for a first draft and rewriting it in your own words.
- Include your discovery call link and an unsubscribe link in every email.
- Remove couples once they book elsewhere or their wedding date passes.
What goes wrong
- Couples are individuals, so PECR's marketing rules apply. A clear tick box on the inquiry form is the simplest way to show they agreed.
- Brevo approves new accounts before you can send, so set it up a week or so before you need it.
- Brevo's cheaper plans put its logo on your emails; Standard at $17£13€15A$25C$24 a month includes logo removal.
- A newsletter full of sales pitches gets unsubscribes. Keep it useful.