Email Marketing for Photographers: 6 Tips to Get More Bookings from Your Email List

Photography Marketing • Photography Business Resources • Written by Lindsay Herkert

TL;DR

If your emails aren’t getting opened, they’re not doing their job—no matter how pretty they are. Focus on deliverability over design. Keep emails simple, limit links, authenticate your domain, and prioritize real connection. When done right, email marketing for photographers can consistently fill your calendar (sometimes faster than anything else in your business).

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As a family photographer, your email list might be the most valuable asset in your photography business.

In fact, some of my fastest booking days every year happen because of a single email.

But here’s the shift that changed everything for me: pretty emails don’t matter if people never see them.

And once I realized that, it completely changed how I approached email marketing for photographers.

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Where Email Marketing Fits Into Your Photography Business

If you’ve been following along, you know I think about business in three core pieces:

• Attracting the right clients
• Converting them on your website
• Creating an experience that keeps them coming back

Email marketing is the piece that ties all of that together.

It’s how you stay connected.
It’s how you remind people you exist.
And it’s how you quietly (and consistently) fill your calendar.

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My Shift From “Pretty Emails” to Effective Email Marketing for Photographers

For years, I treated email marketing like an afterthought.

I’d send something out when I remembered—usually announcing bookings were open—and that was about it.

Then I started using Flodesk. It was beautiful. Easy. Fun, even.

And for the first time, I started showing up consistently.

But eventually, I started asking a better question:

Are people actually seeing my emails?

Because here’s the truth—numbers don’t lie.

At the same time, email providers were tightening security. With more spam and phishing happening online, inboxes became much more selective about what gets through.

And that’s when it clicked:

I don’t just want pretty emails. I want emails that land in the inbox.

So I tested. Compared platforms. Watched the numbers.

And when I switched to Kit, my open rates doubled—and so did my bookings.

(Which, let’s be honest, is the kind of math we like.)

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A Real Example: How Email Marketing Booked My Spring Calendar

I sent out my spring booking email quickly—no big launch, no countdown, no “set your alarm” strategy.

Just a simple email: spring bookings are open.

Then I left town.

While I was traveling, bookings started coming in.

By the time I got home two days later, my spring sessions were about 90% booked.

That’s the power of email marketing for photographers when it’s actually working.

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Want to Watch the Full Breakdown?

You can see exactly how I think about this (and what I’d do if I were starting from scratch) here:

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How to Improve Email Marketing for Photographers (Simple, High-Impact Tweaks)

Here’s the part most people miss: small changes make a big difference.

1. Keep Images to a Minimum

Emails with lots of images can look like spam to inbox providers.

Instead:

• Use one strong image (or none at all)
• Let your message carry the weight

Plain text emails often perform better because they feel like real communication—not marketing.

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2. Limit the Number of Links

Too many links = more risk of landing in spam.

Instead:

• Include one clear, primary link
• Send people to a focused page (like your booking or portfolio page)

And yes… I skip social media links at the bottom.

If your goal is booking, don’t give people an easy exit.

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3. Authenticate Your Domain (This Matters More Than You Think)

Set up:

• SPF
• DKIM
• DMARC

Most platforms walk you through this, and it tells inbox providers:

“This is legit. This email is actually from me.”

👉 You can learn more about this here.

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4. Ask People to Reply

This one is simple and powerful.

When someone replies to your email, it signals real engagement.

Try:
“Are you more interested in spring or fall sessions this year?”

You’ll get insight and improve deliverability.

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5. Clean Your List Regularly

It feels counterintuitive, but:

A smaller, engaged list > a large, inactive one

Removing inactive subscribers actually helps more people see your emails.

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6. Teach Subscribers to Save You

This is one of my favorite strategies—and almost no one does it.

When someone joins your list, tell them exactly how to save your email to their contacts.

I do this:

• On the thank-you page
• In the confirmation email
• In the welcome email

And it makes a huge difference.

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Why Email Marketing for Photographers Still Wins (Even Now)

Social media changes constantly.

Algorithms shift. Reach drops. Trends come and go.

But your email list?

You own it.

And when you treat it like a relationship instead of a broadcast tool, it becomes one of the most reliable ways to book clients.

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How This Fits Into My Overall System

If you zoom out, here’s how it all works together:

• Intent-based marketing (like Google Ads) brings people in
• Your website converts them
• Email marketing keeps them coming back

That combination is what creates consistency.

And consistency is what makes your business feel a whole lot less stressful.

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FAQ: Email Marketing for Photographers

How often should photographers send emails?

Consistency matters more than frequency. Once a week or even twice a month is enough—as long as you show up regularly.

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What should I send besides booking announcements?

Think connection first:

• Behind-the-scenes moments
• Tips for families
• What you’re working on
• Personal stories (the relatable kind, not the oversharing kind)

If you only email when you’re selling, you’re missing the point.

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Do I need a “pretty” email design?

No. Clean and simple almost always performs better.

Think: easy to read, clear message, one action.

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What’s the best platform for email marketing for photographers?

The “best” platform is the one that gets your emails delivered.

For me, that’s been Kit—but what matters most is:

• Deliverability
• Ease of use
• Ability to grow with you

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Should I offer something for joining my email list?

Yes. A simple incentive works well.

I offer $25 off a session—it’s easy, clear, and effective.

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At the end of the day, email marketing for photographers doesn’t have to be complicated.

You don’t need fancy templates.
You don’t need long, perfect emails.

You just need to show up, keep it simple, and focus on connection.

Because when people actually see your emails… that’s when everything starts to click.