How Inclusive Emails Can Grow Your Wedding Business

Hey there, wedding pros! It’s Carissa Kruse here with Carissa Kruse Weddings and Win More Weddings™, and today we’re diving deep into a topic that’s not just close to my heart, but essential for our industry’s growth and evolution: inclusive email communication. As the wedding landscape continues to diversify and expand, it’s crucial that we, as professionals, adapt our language and approach to make every client feel seen, heard, and valued. In this comprehensive guide, we’ll break down how we can craft emails that welcome everyone, regardless of their background, identity, or circumstances.

Before we jump into the nitty-gritty, let’s talk about why inclusive language matters so much in our industry. Inclusive language isn’t just a trend or a box to tick—it’s a fundamental shift in how we communicate and connect with our couples.

When we use inclusive language, we’re sending a powerful message to our couples: “You belong here.” We’re creating a space where all love stories are celebrated, no matter what they look like. This approach isn’t just about being politically correct; it’s about genuinely recognizing and honoring the diversity of the couples we serve.

Inclusive language helps to:

1. Build trust with potential couples
2. Create a welcoming environment for all couples
3. Demonstrate your commitment to equality and diversity
4. Set your business apart in a competitive market
5. Reflect the true diversity of modern love and relationships

Now, let’s dive into some practical tips for crafting inclusive emails that will resonate with all your couples.

One of the most immediate ways to make your emails more inclusive is to move away from gendered language. This doesn’t just apply to same-sex couples; it’s about not making assumptions about any couple’s dynamics or preferences.

Instead of using “bride and groom,” try:
– “Happy couple”
– “Newlyweds-to-be”
– “Partners”
– “Couple”
– “Lovebirds”

For example, instead of “Bride’s bouquet,” you could say “Primary bouquet” or “Main bouquet.”

It’s easy to fall into the trap of making assumptions based on societal norms or personal experiences. However, these assumptions can alienate couples who don’t fit into traditional molds.

Be mindful not to assume:
– Everyone has a mother and father (or wants them involved in the wedding)
– All couples want children or plan to have them
– Everyone follows traditional wedding customs
– All weddings involve a white dress, walking down the aisle, or exchanging rings

Instead, use open-ended questions that allow couples to share their unique vision for their day.

Pronouns are a crucial part of identity for many people. When in doubt, use “they/them” until you know a person’s preferred pronouns. This practice is not just for non-binary individuals; it’s a respectful approach for everyone until you’ve had the chance to ask about preferences.

For example:
Instead of: “When the bride arrives, she will…”
Try: “When the couple arrives, they will…”

Acknowledging different cultures, traditions, and family structures in your email content shows that you’re knowledgeable and respectful of diversity. This could involve:

– Mentioning various cultural wedding traditions in your marketing emails
– Highlighting diverse couples in your portfolio (with permission, of course)
– Offering resources or tips for blending different cultural or religious traditions

Consider accessibility in your language and event planning suggestions. This includes being sensitive to physical, mental, and neurological differences.

For example:
Instead of: “Our venue has a beautiful staircase for your grand entrance!”
Try: “Our venue offers multiple options for your entrance, including a grand staircase and accessible pathways.”

When sending holiday-themed emails, remember that not everyone celebrates the same holidays. Opt for more general seasonal greetings or acknowledge multiple holidays.

For example:
Instead of: “Merry Christmas to all our couples!”
Try: “Wishing you joy this holiday season!”

Inclusive language is an ever-evolving field. Be open to feedback from your couples and colleagues, and don’t be afraid to admit when you’ve made a mistake. Your willingness to learn an​d improve will be appreciated.

Let’s look at how we can transform common email phrases to be more inclusive:

Instead of: “Dear Bride,”
Try: “Dear [Client’s Name],”

Instead of: “We can’t wait to make your dream wedding a reality!”
Try: “We’re excited to help you create a celebration that truly reflects your love story.”

Instead of: “Will the bride be walked down the aisle by her father?”
Try: “Do you have any special plans for the ceremony processional?”

Instead of: “Have you chosen your bridesmaids and groomsmen yet?”
Try: “Have you decided on your wedding party members?”

Instead of: “Our packages include a bridal suite for getting ready.”
Try: “Our packages include a luxurious suite for pre-ceremony preparations.”

By using inclusive language in your emails, you’re not just being considerate—you’re opening doors to a wider clientele and creating a more positive industry environment. This approach can lead to:

1. A Wider Client Base: When people feel welcomed and represented, they’re more likely to choose your services.
2. Stronger Connections with Your Couples: Inclusive language shows that you truly see and value each couple’s unique story.
3. Positive Word-of-Mouth Referrals: Couples who feel respected and understood are more likely to recommend your services to others.
4. A Reputation as a Progressive, Welcoming Business: In today’s socially conscious market, this can be a significant advantage.
5. Personal and Professional Growth: Learning to communicate more inclusively can enhance your interpersonal skills across all aspects of your life and business.

Making the shift to more inclusive language doesn’t happen overnight. Here are some steps you can take to implement these changes in your business:

1. Audit Your Existing Content: Review your website, email templates, and marketing materials for non-inclusive language.
2. Train Your Team: If you have employees or contractors, ensure everyone is on the same page about using inclusive language.
3. Create a Style Guide: Develop a resource that outlines your business’s approach to inclusive language.
4. Seek Diverse Perspectives: Consider hiring sensitivity readers or consultants to review your content.
5. Stay Informed: Keep up with evolving language and best practices in inclusivity.

Creating inclusive emails isn’t just good for business—it’s the right thing to do. By making thoughtful changes in our language, we can make a significant difference in how welcome our couples feel. And isn’t that what the wedding industry is all about? Celebrating love in all its beautiful, diverse forms?

Remember, every email is an opportunity to make someone feel valued. So, let’s make them count!

If you’re looking to level up your marketing game and make it more inclusive, I’m here to help! Whether you need one-on-one consulting, mentorship, or done-for-you content writing, I’ve got you covered.

And here’s a special treat for you: Join my Win More Weddings Content Club and get a 2-week trial for just $7. Let’s make your marketing as inclusive and awesome as your business!

Together, we can create a more welcoming, diverse, and vibrant wedding industry. Here’s to love in all its forms!

Got Q’s? Reach out to Carissa!

Carissa Kruse is a Business & Marketing Strategist with 20 years of experience turned Wedding Business Owner for 11 years. She’s the go-to business and marketing coach for transforming scattered marketing of wedding pros into cohesive strategies that attract QUALITY clients & drive GROWTH.