Ten essential email templates for photographers

“The single biggest problem in communication is the illusion that it has taken place.” George Bernard Shaw

In any business, effective communication is crucial. In photography, it’s a simple way to set and meet expectations before, during and after a shoot.

Keeping in touch at every stage of the customer journey helps to avoid misunderstandings and ambiguity, clarifies arrangements and establishes a warm relationship, often before you’ve even met your client.

And the easiest method to use? Email: efficiently managed and recorded thanks to the magic of specialist software.

Here, we’re sharing with you a suggested set of email templates to use throughout the lifetime of a shoot. From your initial response to a query to your post-project thank you, using them as inspiration for your own messages will ensure that no vital communication stage is ever overlooked.

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For a limited time, get 37 free email templates in our special giveaway. Register here.

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Email #1: Automatic Reply To Website Contact Form

Consumers’ email etiquette expectations have never been higher. So rise to the challenge by being the photographer with great manners right from the start of the relationship.

If potential clients get a response immediately after sending their enquiry, you’ll quickly get a tick next to your name on their list of photographer possibilities. Your professional, efficient and helpful approach has been established quickly and with minimum effort.

This is a great opportunity to send them some basic information such as a link to your price list or some sample shoots.

And don’t shy away from telling them that it’s an automatic reply. Pretending that it isn’t won’t fool anybody. Instead, use it to showcase your honesty and, of course, to prove that you’re busy with your camera and not just waiting for an enquiry.

From: My Photography Business
Subject: Thanks for getting in touch!

Hi there, thanks for your enquiry! I know that planning a wedding is a very busy time, so I really appreciate you taking the time to get in touch! As you can probably guess, this is an automatic reply to your enquiry. I’ll send you a proper reply as soon as I’ve had a chance to check my diary & confirm that I’m available. In the meantime, I thought you may find it helpful to get a little more information about how I work, so below are a few links to some sample weddings and a few frequently asked questions …

Email #2: Detailed Reply To Enquiry

Once you’ve swapped your lens for a screen and are back in admin mode, you can send a more detailed and personalised reply confirming your availability.

From: My Photography Business
Subject: Photographing your wedding on 20th June 2020

Hi Charlotte & Paul, thanks again for taking the time to make an enquiry about photographing your wedding! I’m delighted to say that I am available on Saturday 20^th June 2020, which is great news! Why don’t we line up a meeting to talk through your plans and spend a little time getting to know each other?

You can then use different templates depending on the type of shoot. For example, if it’s for a wedding at a venue you’ve worked at before you can refer to your experience there and add a link to some inspiring images.

From: My Photography Business
Subject: Photographing your wedding on 20th June 2020

Hi Charlotte & Paul, thanks again for taking the time to make and enquiry about photographing your wedding! I’m delighted to say that I am available on Saturday 20^th June 2020, which is great news!
Exampleton Hall is such a wonderful choice of venue for a wedding celebration, and I’ve had the pleasure of working there many times before! Sarah and the team at the Hall are fantastic, and I always love working there – you’re going to have a great day! You can see some of my favourite images from weddings that I’ve shot there on my website: www.example.com/exampleton-hall-wedding-photos
Why don’t we line up a meeting to talk through your plans and spend a little time getting to know each other?

Email #3: Follow-Up To Enquiry

If you hear nothing after your polite reply to their enquiry, a gentle email prompt is an ideal way to warm up a tepid lead.

From: My Photography Business
Subject: Your recent enquiry

Hi again, Charlotte & Paul, I hope that you’re well and that wedding plans are coming together nicely! I know how much of a busy time planning a wedding can be, and there’s a great deal to think about! I was wondering if you’d had a chance to take a look at the information that I sent over recently in response to your wedding enquiry? I’ve attached a copy of my price list & brochure so you can take another look. Why don’t we line up a meeting to chat about your plans & answer any questions that you may have?

Email #4: Follow-Up To Sending Contract

Email three did the trick: you’ve had an initial chat, the rapport was great and you’ve sent over a contract and then … silence.

If a client is dragging their feet about signing, you could spur them along by sending a polite email reminder. When you get a response, Light Blue’s powerful online contract signing service can do this for you automatically.

From: My Photography Business
Subject: Your photography contract

Hi Charlotte & Paul, I hope that you’re well. This is just a gentle reminder about the contract that I sent through recently, which you’ll need to review & sign in order to confirm our booking. Please, can you follow the link to view & sign the contract. If you have any questions, please do let me know!

Email #5: Nurturing Messages In the Run-Up To The Shoot

With the contract signed, thanks to your effective email communication, your focus now needs to shift to pre-shoot preparation.

This is your chance to really nurture your client, especially if they’re a little nervous about being in front of a camera. Build on the growing relationship by giving them a regular point of contact, providing advice and offering to answer any burning questions.

You can also helpfully direct them to relevant links on your website, including blogs, to manage their expectations and make them feel suitably looked-after.

From: My Photography Business
Subject: Helping you to prepare for your session

Hi Sam, thanks for booking your portrait session with us! We’re really looking forward to welcoming you into the studio. We understand that it isn’t every day that you’re getting your photo taken, so we’ve prepared a handy guide to help you to prepare for the experience. If you have any questions, please do let us know!

Email #6: Excitement Messages Before The Shoot

It’s nearly shoot day so an email sent a day or two before acts to confirm, reassure and prepare.

You can outline what the client needs to do or consider beforehand, e.g. the weather forecast, and start sowing ideas for up-sells afterwards, e.g. albums and prints.

From: My Photography Business
Subject: Looking forward to seeing you soon!

Hi again, Sam, we can’t wait to see you in the studio for your portrait session tomorrow! I’ve attached a guide to help you to prepare for the shoot. Don’t forget to drink plenty of water between now and the session, so your skin looks as good as possible. Also, have a think about the places in your home where you’d like the images to be displayed; we’ll have a chat about that before we start shooting. Looking forward to seeing you soon!

Email #7: Sales Messages Before The Shoot

At this stage, you can also send an email aimed at adding other items onto their package, for example booking an extra couple of hours or offering a discount if they order a product before the shoot takes place.

This highlights both your flexibility and generosity, further building on client rapport and trust.

From: My Photography Business
Subject: Checking in before the big day!

Hi Charlotte & Paul, I hope that everything’s going well in the run-up to the big day! I wanted to check in with you to make sure that you had everything that you need – I’m currently booked to start at 11:00 and wrap up at 19:00. If you need to add more coverage, then I’ve got a special offer available to book additional time at a discounted rate if you confirm it before the wedding. If that sounds like something that you’d be interested in, then just pop a quick reply to this email and I’ll take care of it!

Email #8: Checking In Shortly After The Shoot

Images captured, the client communication continues with a reminder of what happens next and when they can expect to first see their images.

From: My Photography Business
Subject: What happens next.

Hi Charlotte & Paul, it was great to be part of your special day, thanks for having me along! I’m popping an email with a quick reminder of what happens next with your photos. I’ve already got everything backed up & safe and I’ll be getting to work on editing the images very soon. It usually takes me around 3-4 weeks to get the gallery ready, so you’ll hear from me then with a link. If there’s anything you need in the meantime, please let me know!

If they haven’t already booked a viewing, encourage them to do this now so you can get your online diary organised.

From: My Photography Business
Subject: Great working with you!

Hi Sam, thanks for coming in for your portrait experience! Here’s a reminder about what happens next. We’ll be hard at work processing your photographs in time for our viewing session which is booked in for Saturday at 11:00. We look forward to seeing you back in the studio to show you the images – they’re looking great!

Email #9: Sending An Online Gallery Link

Your editing work is done and now it’s time to share your impressive images. If you’re not having an in-person viewing and sales session then this email is the one they’ve been waiting for: the big reveal.

This one will contain the link to their gallery and a password to access it, along with the opportunity to provide feedback and a review of your work.

From: My Photography Business
Subject: Your images are ready!

Hello David, thanks for booking me to photograph your event recently. I’m delighted to send through a link to the online web gallery where you can view your images. Your feedback is important to me, so I’d love to hear your thoughts on the images. If you’d like to leave a review, you can do so by following the second link below. If there’s anything more that I can do for you, please don’t hesitate to drop me a note.

Email #10: Keeping In Touch After the Shoot

By now, your client relationship and email tone of voice will be well-established. You know you’ve done an excellent job and have received some great feedback.

Next, it’s time to keep building that loyalty with the aim of encouraging further sales and bookings.

Use your database wisely, analysing customers to assess what products and services could most appeal and to precisely target your emails.

Even if one particular client never gives you another penny, your friendly professionalism could inspire them to recommend you to others.

This email can focus on up-selling albums and other products after the shoot, along with suggesting gift vouchers for friends and family.

And of course, you can invite them to book another shoot. After such a fabulous service and awe-inspiring images, how could they refuse?

From: My Photography Business
Subject: Something special for you.

Hi Sam, I hope that you’re well. It was so great to have you in the studio for a portrait experience earlier this year – I can’t believe time’s flown by! We’ve got a special offer on right now for past clients to enjoy a free session when they buy gift vouchers for their friends & family. They make for wonderful Christmas presents! You can find out more via the link below.

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For a limited time, get 37 free email templates in our special giveaway. Register here.

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Your basic client communication strategy is sorted!

With a straightforward email template system in place, your basic client communication strategy is sorted.

If you use pre-prepared messages with a consistent tone of voice, you’ll not only save time but can also ensure that a crucial detail or vital stage along the customer journey is never missed.

The result? An organised, friendly approach to every shoot that will foster loyalty, build trust and make the whole experience easier and more enjoyable for everyone.

Learn more below about how specialist software designed exclusively for photographers can help

Straightforward, efficient and time-saving, Light Blue makes it easy to communicate with clients.

Sending emails using Light Blue

Using email templates

Using workflows to send automated messages to your clients

Download the example templates used in the article