Why Email Marketing Matters for Photographers
Most photographers focus on social media to promote their work, but platforms like Instagram and Facebook constantly change their algorithms. Your posts might only reach a small percentage of your followers.
An email list, on the other hand, gives you direct access to potential clients. Unlike social media, email lets you communicate on your terms, without worrying about algorithms or competitors stealing attention. It also helps build stronger relationships, leading to more bookings and referrals.
What to Send & How Often
Your emails should provide value and keep your audience engaged. Here are some email types that work well for photographers:
- Portfolio Updates: Show your best recent work.
- Behind-the-Scenes Stories: Clients love seeing the process.
- Client Spotlights: Feature past clients and their testimonials.
- Seasonal Offers & Promotions: Announce mini-sessions, discounts, or special packages.
- Helpful Tips: Share quick photography-related tips or inspiration.
- Event Announcements: If you’re hosting a workshop or collaboration.
How Often?
Ideally, send an email once a month or at least once every quarter to stay top of mind without spamming your audience. If you have time and enough content, you can send emails more frequently, but always prioritize quality over quantity. The goal is to inform, entice, but not discourage readers and potential customers. We all know it – we often subscribe to someone who catches our eye or provides us with one piece of relevant information, and then twice a day we receive an email with completely useless messages and offers.
Best Email Marketing Platforms for Photographers
There are many email marketing tools, but here are the best ones for photographers:
- Mailchimp – Great for beginners with a free plan up to 500 subscribers.
- Substack – Perfect if you want a blog-like newsletter with built-in monetization.
- Flodesk – Aesthetic and simple, great for photographers who value design.
- MailerLite – Easy automation and a free plan with good features.
Choose a platform that fits your workflow and keep it simple—you don’t need complicated automation to get results.
How to Grow an Email List (Without Being Spammy)
Building an email list takes time, but here are some easy ways to start:
- Offer a Freebie (Lead Magnet): Create a short PDF guide, checklist, or mini eBook related to photography (e.g., “How to Pose for the Perfect Headshot”).
- Add a Sign-Up Form to Your Website: Make it easy for visitors to subscribe.
- Mention Your Newsletter on Social Media: Invite your followers to join.
- Ask Past Clients to Join: A simple follow-up email can add them to your list.
- Include a Signup Link in Your Email Signature: Subtle but effective.
Simple Email Automations to Save Time
You don’t have to send emails manually every time. Here are some easy automations to set up:
- Welcome Email: Automatically send a warm introduction to new subscribers.
- Follow-Up Sequences: Send helpful tips, reminders, or exclusive content over time.
- Birthday Emails: If you shoot portraits or weddings, send clients a special discount for their birthday.
- Re-Engagement Emails: If someone hasn’t opened your emails in months, send them a friendly reminder with a small incentive.
Your Next Steps
Want a step-by-step guide on using social media for your photography business? Check out eBook of Social Media for Freelance Photographers for a full breakdown of effective strategies!
Ready to start your email list? Which platform do you think works best for you?
