Are you wondering if email marketing for photographers is still a worthwhile investment? Totally yes! The notion that email marketing is outdated is a big myth! It may be challenging to understand how email marketing can benefit your photography business, given that social media marketing is already available for showcasing your photography skills, advertising photography, and reaching your audience. But trust me, email photography is worth both spending your time and money.
Many photographers are using it and earning remarkable profits! Additionally, creative professional photographers’ email marketing open rates can range from 30% to 40%, which is pretty good!
Still not convinced enough, or want to learn how to start email marketing for your photography business? Bear with me until the end. In this blog, I will show you why and how to develop a thriving email marketing strategy for your photography business, making it investment-worthy.
Table of Contents
- What is Email Photography?
- Why Email Marketing for Photographers Matters?
- Email Marketing vs Social Media Marketing
- How to Start Email Marketing for Photographers
- 5 Must-Send Photography Emails for Photographers
- Email Marketing for Photographers: Templates & Examples
- Wrap Up
What is Email Photography?
Before diving into the main discussion, let’s learn the root term -what is email photography? “Email photography” refers to the use of email as a medium for showcasing or displaying photographs created by photography businesses, marketing, or advertising photographers, and their services, as well as engaging with clients. For example, an email photography can entail crafting visually appealing and engaging email content with high-quality photographs from the business, with captivating tales, and clear email CTA (calls to action). Some call it “photography email,” too. By sending such email photography campaigns, photographers can effectively expand the reach of their work and skills beyond their social media and website.
Why Email Marketing for Photographers Matters?
So, what makes email marketing for photographers reasonable? Let’s get some solid facts on why email marketing should matter for photographers.
Other photographers are using and earning profits
As mentioned in the introduction, many photographers are utilizing email marketing platforms and making a noticeable profit. See it from a photographer’s perspective yourself! Photographer Clair Hunt has shared insights in her blog that in 2023, she earned over $10K in dream bookings by sending her leads only one email a month. She has highly supported email marketing for photographers and also expressed that her photographer students are achieving similar results. Not only that, she has vouched for herself that she’s getting open rates for both email and educational newsletters between 50-70%! It demonstrates its vast reach; photographers have numerous willing recipients on the email list who are opening the photography email newsletters.
Owning the email list
In email marketing, you own your email list. Here, unlike the social media following, your email list belongs to you. There’s no risk of your contacts being removed due to sudden algorithm changes. Also, you can reach each of your clients on your email list directly through email. Unlike social media, you don’t have to rely on the social media algorithm and worry whether your content will surely reach all your clients who are on your email list.
Higher engagement
The engagement is higher, especially with personalized processes in email tools. And email marketing is a great medium to provide your clients with a personalized touch. Yes, by sending personalized emails to every client from your email list, you can make your clients feel as if you crafted the email especially keeping them in mind. This way, the recipients get engaged from the start of an email, and it helps get a higher engagement rate.
Easy to sell
You can sell easily through an email campaign. Promotional emails, offer emails, or any purchase emails are great for making easy sales. For instance, offering discounts or incentives within a purchase email is an effective way to seal the deal. You can offer discounts on your photography sessions, which will compel your clients to book your sessions or purchase your services.
Enhance customer retention
An efficient strategy to increase customer retention is email marketing. You can send post-purchase emails and retention emails to nurture your customers. If you can provide an excellent service and a seamless email customer journey to your clients, they will very likely remain loyal to you and opt for using your service again and again.
Email Marketing vs Social Media Marketing
Email marketing can get you even better reach than social media marketing. Shocking, right? Email marketing vs social media marketing: The debate over which one is more effective is nothing new. Well, while the majority of photographers utilize social media for marketing, it’s impossible to consider email marketing outdated. Also, not opting for an email marketing platform wouldn’t be a wise decision. Wondering how?
Let’s go through some statistics that will prove the effectiveness of email marketing over social media marketing even in this era.
- For Instagram, in 2024, posts reached decreased to 5200 users, which is a massive drop from 14,800 users in 2023. Around a 64% decrease year over year!
- For Facebook, the average organic reach rate is around 1.24% (April 2025). This means the chance of seeing each post by all followers is quite small. Plus, the average public engagement rate on Facebook is 0.14% (April 2025), which is even lower than the average reach rate.
- What about Pinterest, which is another popular platform for photography besides Instagram? On Pinterest, the engagement rate is between 1%-2% only, which is super low.
Now, let’s see what email marketing holds.
- In email marketing, the email open rate is approximately between 20% and 50%, which is a great range! And you will be considered doing good if you can keep the rate at 17%. Higher open rate means higher reach! Plus, the email open rate is higher here, indicating a higher chance of engagement.
Hence, in the comparison of email marketing vs social media marketing, we can easily see that email marketing is more effective in reaching clients.
How to Start Email Marketing for Photographers
Let’s learn the essential starting points of email marketing for photographers. All these strategies will help you build a successful email marketing through which you can seamlessly get photography inquiries from your clients.
Build an organic email list
First, work on building an organic email list. Attempt to increase the size of your email list in a natural, organic way.
Let me give you 3 solid tips to start with:
Use lead magnets
Well, “Lead magnets” -what’s that? Lead magnets are simply something that will attract people enough, just like a magnet, to join your email list on their own. Get some lead magnet ideas for photographers.
Lead magnets for photographers can be discounts, offers, or free resources, such as photography e-books or guides for different poses, as freebies to your audience. Something compelling and too irresistible to resist, that people will grab it in exchange for their email addresses.
Use a newsletter landing page
You can collect organic leads through your website’s newsletter landing page. Keep a newsletter signup section on your website to turn your visitors into willing subscribers for your photography newsletters. You can create forms/pop-ups using MailBluster’s Forms feature on your photography business website to catch leads.
In the following picture from a photography business website, you’ll find both lead magnet and newsletter landing page examples. Using it, Chase Jarvis is effectively capturing leads. Also, he offers the first chapter of his book for free in exchange for email list or newsletter signups, which works as a lead magnet that surely attracts visitors to sign up.
Share and promote your email signup link
The last solid tip to grow your email list is sharing and promoting your signup link on your photography social media platforms. For example, include the signup link in your Facebook posts. Like, include a sign-up link or details within the caption. If you’re a wedding photographer, share the email signup link in the caption when showcasing your recent wedding photography session on Facebook or Instagram. People will notice it, and the willing ones will join on their own. Also, share your business email address, as people can reach you through it as well. Plus, it will open up a chance for you to get wedding photography inquiry emails from people who will go through that post.
Choose an effective email marketing platform
After having an organic email list, you can step up into doing email marketing by choosing an effective email marketing platform. What to look for in an email marketing platform? Keep in mind while choosing one:
- Ensure it provides all essential features of email marketing, such as segmentation, automation, forms, A/B testing, integration, etc.
- Check out the pricing of your email marketing and see if it aligns with your budget. For example, if you own a small business or have just started your photography business with a tight budget, then go for an email marketing tool that offers flexible pricing. Like MailBluster, for instance, comes with highly affordable pricing for any business.
- Make sure the email marketing platform allows mobile optimization. Otherwise, smartphone users will have difficulties viewing your emails.
- Ensure the email marketing platform provides excellent customer support. Especially, at the beginning phase, you might face some troubles using the email marketing tool or have any email marketing-related queries. You will need help solving such issues, which is why you need a good customer support team that can assist you in a timely manner. Take MailBluster customer support, for example. The customer support service is available through both email and live chat for their valued clients, and opting for such an email marketing tool can effectively benefit photographers in their business.
Refine your email list with segmentation
The next step is to refine your email list by segmenting leads appropriately. You need to use your email marketing tool’s segmentation feature to segment leads according to gender, location, and other user preferences to refine your email list. Use the behavior targeting technique and email campaign performance metrics to identify your most active or loyal clients and send them personalized emails accordingly.
Plan your email campaigns
After choosing an email marketing platform, move towards planning your email campaigns.
- Start by deciding on the types of email campaigns. What kinds of email content will you send? For instance, you can send photography related educational newsletter content or send photography course enrollment content to promote your photography course to potential photographers, etc. Set your mind and make a plan about it.
- Then estimate the email cadence and frequency. How many emails should you send and when? For instance, choose the best time to send emails on Friday and Sunday if you want to send on these days.
- Develop an email marketing calendar to schedule your email marketing plans and campaigns. Well, after deciding the types of email content and sending time, you need to input all these plans into the marketing calendar. This will help you complete everything within the scheduled time.
Craft compelling email content
Now, get some tips to craft email content. Make it compelling, enhance your email content visually with proper images and essential details. Don’t make it unnecessarily long. Keep it concise and to the point with enough explanation where needed. Also, set the appropriate email banner size with the consistency of the email template. Use the best email font, make it mobile-friendly, and write a catchy email subject line to capture your recipients’ attention.
5 Must-Send Photography Emails for Photographers
Moving on, here goes: five must-send photography emails for photographers. You can get confused among so many email campaign types, which is why I’m coming up with 5 must-sends photography emails for your photography business. Consider including all these email campaigns in your email marketing calendar and strategy.
Welcome email
Send welcome emails to the new clients and subscribers. Give them a warm welcome and familiarize them with your photography business. It’s a must to set an impressive first impression and lead nurturing.
Lead-nurturing emails
Send lead-nurturing emails such as newsletters regarding your photography sessions or educational content. Send it at least once or twice a week to keep your recipients engaged with your business.
Promotional emails
Send promotional emails to promote your photography business, sessions, or services. Offer discounts to attract photography inquiries or increase bookings.
Follow-up emails
After getting bookings for your sessions from the clients, send follow-up emails- inquiry or booking-related updates to them. It is essential to keep your clients updated with key information.
Retention or follow-up emails
Got done with order completion? Hold on, you’re not fully done with it yet. The final step is to send retention or feedback emails to the clients who have used your photography services or booked your sessions. Send it after 1 or 2 weeks after the photosession is done or any purchase is made. Send retention or feedback emails to ask for their opinion or request a review, and collect it to shape your business better. Also, you can use it for testimonials.
Email Marketing for Photographers: Templates & Examples
Let’s get some real email photography examples and then some composed photography email templates for better ideas and inspirations! Use these examples and templates as you craft your own to hook photography inquiries effectively.
Email photography examples
First, let’s check out 2 email photography examples.
Welcome email example for photographers
Let’s have some photography newsletter ideas! The following email photography example is a welcome email from Becca Jean Photography. She is a photographer who has sent this welcome email to her new email newsletter subscriber. This email content is about her photography business and thoughts to help new subscribers get familiar. The content is well-organized, providing clear details on what to do and what subscribers can expect from their email newsletters. It also provided posing/prompt ideas with a catchy photograph image in the email.
It also ends with an email sign off and email signature. If you need a photographer email signature example, then this one can help you with ideas. A perfect email closing ending with the first name. Then comes the photographer’s email signature: brand logo, name, and contact details below it.
Email signature for photographers example
Email signature for photographers is an essential part of an email as it works as a digital business card. Check out this photographer email signature example from Gimmio for better ideas. This one has an email closing and then adds the signature. After the email closing, place your name, brand logo, contact details, and social media handles suitably.
Photography workshop registration email
The following email photography example is from the Tech Photo Guy, a photographer’s website that effectively utilizes email marketing. This email is about photography workshop registration. It has a photograph image in email, and besides that, it has text about the photography workshop titled “Level Up Your AI Prowess”
Photography email templates
Now, let’s go through 2 photography email templates.
Email marketing template for photography session booking
If you are looking for an email example for a photography session booking, then you can use this photography email template. I have crafted it for your convenience; use it as it is or customize it as you see fit.
Subject line: Capture the moments you love- Let’s book a session!
Email Body:
Hey [First Name],
Wanted to update your family photos? Or finally book that portrait session you’ve been dreaming about?
Now is the PERFECT TIME!
My expertise entails capturing genuine smiles, candid laughs, and all the little moments that can make your story remarkable. If you’re looking to capture a cozy family shoot, a fresh new headshot, or a dreamy couples session, I’d love to help create beautiful memories with you!
Limited sessions available until [validity date]
Let’s make sure you don’t miss out!
[CTA button]: Book Your Session Now
Have any questions or need help choosing the perfect location or style? Shoot! Just hit reply and let’s chat!
Talk soon,
[Your Name]
[Your Photography Business Name]
[Website link and social media handles]
Pro tips:
- Attach 2-3 stunning images as a sample of your photography work. Include the image in the email template in a suitable manner to ensure it looks good.
- Ensure the email banner size is suitable. Also, keep the design clean and bright to let the photos really stand out.
- Make the email call-to-action button big enough to catch the eye and clear.
- End it with a proper email closing and email signature of your photography business.
Email photography newsletter template to book session
Want help expressing your photography thoughts and feelings, and connecting your photography business with it? Here’s an email marketing template for photographers to use as a newsletter. I love that – a soft-sell style can feel way more natural and build a genuine connection, and I have crafted this email photography newsletter template with such vibes. Use this email photography template or take inspiration from it.
Subject line: The Little Moments Are the Big Moments
Email Body:
The other day, while scrolling through my photo album, I suddenly came across a session from last year: a girl laughing while her mother affectionately pushed her son’s bangs out of his face and a couple sharing soft moments together, in an engagement session I had done for them. These kinds of moments? Those are the moments that truly tug at my heartstrings. [insert a teary emoji]
For me, photography has never just been about the ‘good photo’ I could get out of my camera. To me, it has always been about how it makes me feel- a feeling attached to a memory, one I can create by capturing something from the present, like building a time capsule.
If you’d allow me the honor of narrating your story during those moments when you want to capture life’s precious moments, whether monumental or microscopic, I’d be delighted to help. From a mid-sized family session to a simple headshot, or rather a more bespoke photoshoot tailored to your wishes, there are numerous ways to go about it.
[Attach an image of your photography]
Your thoughts, wishes, and memories, which you aim to capture, interest me, and I would love to discuss them. Luckily, I have some available slots in [month]!
[CTA button]: Let’s Chat About Your Session
Regards
[Your Name]
[Name of Your Photography Business]
[Instagram/Facebook link]|[Website link]
Pro tips:
- Make the newsletter very storytelling and personal.
- Place a simple yet noticeable email CTA button/link.
- Try to build an emotional connection first, then invite recipients to book your photography session.
- Don’t forget to end your email with the proper email signature for your photography brand.
Wrap Up
Email marketing is still one of the best marketing platforms for any business. And while photographers are vastly engaged in social media marketing, email marketing is investment-worthy for them too. This blog has discussed email marketing for photographers in-depth, explaining why and how it can be an efficient tool for them. Even proved that email marketing can provide better reach than social media marketing platforms. If you are thinking of starting email marketing for your photography business, then discard all confusion and join MailBluster to have thriving email marketing and profit!
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