Did you know it takes, on average, 8 touchpoints to make a sale?

If that sounds crazy already, you should know it could be even more…especially if your photo business is charging premium prices!

Expecting immediate bookings, especially at a higher price point, based solely on your initial inquiry response is rarely going to be enough.

Sure, it will happen sometimes…and we are always ecstatic when it does (and typically vibe really well with the people who just booked us, no doubt you’ve experienced this too, right?!?)…

But when things don’t go like that…when it’s not that easy…

This is where follow-up emails come into play!

Follow-up emails are critical touchpoints that allow you to nurture your leads, consistently showcase your value, and remind prospective clients why they should choose to work with you.

By providing additional value and insights, follow-ups increase your chances of turning inquiries into bookings.

So let’s talk about them!!

Let’s Start By…Shifting Your Mindset Around Follow-Ups!

Over the years, when we talk to photographers, they typically fall into 1 of 2 ways of thinking:

1. “Yeah, I love following up and think it’s important”
2. “Nah, following up is a waste of time and energy”

Of course, there’s technically a third one in here…you realize following up is important, but can’t seem to dedicate the time to doing it (and that’s a separate issue, one we can help you address with better systems and processes, actually!).

So, with these two thought processes in mind – which camp do you naturally fall into?

If it’s #1 – cool, you’ll benefit from skipping to the next section to help refine your follow up emails.

If it’s #2 – also cool, but let’s chat for a quick second 🙂

One of the biggest hurdles when it comes to follow-up emails is your mindset.

If you believe they aren’t worth the hassle, then it’s harder to see more potential sales results.

Let’s look at why it’s worth your time…

First of all, if we look at common statistics, companies that follow up to with their leads (and multiple times at that) report better sales performance. This is well known and what we consider to be the “logical underpinning” for believing in following up so strongly.

But of course, we need a little more than that…

We have found that photographers who don’t love following up…also don’t love when they have tried following up…and it doesn’t seem to work out for them…It doesn’t seem to get more results…

The reality is that even the best process will still result in some people inquiring, then disappearing. It’s just the nature of the beast.

So that leads us to say this…It’s common to feel uneasy or even discouraged when you don’t hear back after your first message. Or second. Or sometimes third…

But let’s reframe how we view our inquiries to begin with: If someone reached out to you, they’re interested in working with you.

Read that again.

If someone reached out to you, they’re interested in working with you!!

Shoot and Thrive Team

Believing that your prospect genuinely wants to work with you will transform how you approach follow-ups.

Instead of viewing silence as “ghosting,” see it as an opportunity to stay top of mind.

Sometimes, all a lead needs is a gentle reminder that you’re still there, ready and excited to work with them. Once you start seeing results from your follow-ups, you’ll be much more motivated to keep at it!

In our experience, sometimes people get back to us after 5 or more follow ups – and even securing a handful of bookings in this way can mean 10’s of thousands of dollars more in revenue into your photo business each year.

That’s worth something, right?

So – What Makes a Good Follow-Up Email?

Here are five core principles to keep in mind when crafting follow-up emails that can help you improve your response rates and book more clients.

These are things we apply to all of the email follow ups we send to our clients, and teach about in our Sales Course for Photographers.

1. Know Your Ideal Client

Understanding your target clients’ values, pain points, and frustrations is the first step to writing effective follow-ups. The more you know about what your ideal client is experiencing, the better you can tailor your emails to meet their needs.

This is an opportunity where we review and reflect on our client persona that we created (we go in detail on this in our Branding for Photographers Course).

Clients should feel that your emails are valuable, not an annoying addition to their inbox. By addressing their concerns and highlighting the solutions you offer, you build trust and demonstrate your expertise.

2. Include Clear Call to Actions (CTAs)

Every follow-up email should have a clear call to action (CTA).

CTA’s are one of my favorite things (for some strange reason), and if you do nothing else – simply adding more and better CTA’s to your emails, marketing posts, website, etc…you’ll probably see some performance improvement on this alone!

Whether it’s scheduling a consultation or replying with additional questions, your email should guide your prospect to take the next step in their journey.

Keep your CTA simple and place it at the end of your email to ensure it’s the last thing the recipient sees.

For example: “Click here to schedule a call.”

A well-placed, concise CTA can increase the likelihood of engagement.

3. Send Follow-Ups at the Right Time

Timing is crucial for follow-up emails.

Sending them too quickly can feel pushy, but waiting too long could result in missed opportunities.

Using a CRM platform can help you stay on track with consistent follow-ups.

Automation tools also allow you to schedule follow-ups and stay organized, ensuring you never let a potential client fall through the cracks.

Our follow up email templates, included in the Sales Course, also include recommended sending times to make things easier!

4. Make Emails Easy to Read

When someone opens your email, they should be able to quickly skim it and find the key points.

Use proper spacing, clear fonts, and bold or italicize important information.

By making your emails easy to digest, you increase the chances that recipients will absorb the key details and click on your CTA.

5. Provide Value in Every Email

In every follow-up, aim to offer something of value.

This is HUGE and so important when following up, but often photographers mistake following up to mean “checking in”, not giving their lead something tangible and interesting to engage with.

In practice, a good follow up email sequence is a form of email marketing – where you intentionally curate the emails to add value and get the lead more interested in reaching out to you.

So what are some good things you can offer that adds value?

This could be sharing testimonials, an FAQ of common questions you get asked, or a helpful resource like a wedding planning guide. Offering useful content not only strengthens the relationship but also builds your credibility as an expert.

Consider what would resonate most with your clients and include it in your emails to keep them engaged and interested.

BONUS Tip: Using Follow-Up Email Templates

Once you understand the core principles, you should use follow up email templates to streamline your process so it can become consistent and repeatable.

We include email templates like these in our Sales Course for Photographers – buy today to get immediate access!

However, keep in mind – it’s important to personalize them to fit your brand voice and target audience.

While templates provide a solid framework, customizing them will ensure they resonate with your ideal client.

Keep in mind the following as you refine your templates:

• Speak to your clients’ unique needs and frustrations.
• Align your language with your brand.
• Ensure your follow-ups are spaced out appropriately and consistently.

Conclusion: Consistency is Key

By following these five principles, you’ll be able to craft follow-up emails that nurture leads, provide value, and drive action.

Stay consistent in your communication, integrate clear CTAs, and continuously work to improve your process!

Start incorporating these strategies into your follow-up emails, and watch your consultations—and bookings—increase.