Do you ever feel like you just get stuck when it comes to sending an email? If so, you’re not alone!

For many photographers, email communication doesn’t always come naturally, and even those who feel comfortable with email can still get it wrong.

Speaking from personal experience, I often find myself sounding a bit too robotic in the emails I send.

In fact, I’ve had clients tell me that my emails sometimes read like they were written by an AI! (Don’t be like me!)

Despite how commonplace email communication has become in our daily lives, it’s easy to overlook the importance of how our emails are interpreted by the person receiving them.

Whether it’s an inquiry, a follow-up, or delivering important details about a session, the way we craft our emails can significantly enhance—or harm—the client experience.

In this post, we’ll dive into some general tips and strategies to help you improve your email communication with clients. Let’s look at how to ensure your emails are clear, professional, and always contribute to a positive experience.

Tips for Crafting Better Emails to Your Clients

1. Build Hype and Maintain Positivity

One of the key things that make for a great client experience is what we like to call…building hype…

Your emails should exude excitement and positivity, which helps keep your clients engaged throughout their experience with you.

Whether it’s the first inquiry or ongoing communication about their session, showing enthusiasm can be contagious.

Keep in mind that how this looks will vary depending on your personality and brand. We don’t want to overdo it, especially if it’s not in our nature to be peppy and bubbly 🙂

If your brand is fun and energetic, your emails should reflect that tone. If you’re more formal or specialize in luxury services, adjust accordingly.

The takeaway here is to make sure your clients know you are excited to work with them and genuinely care about their experience.

2. Craft Clear and Concise Subject Lines

The subject line is the first thing your client will see in their inbox, so it’s important to make it clear and concise. Avoid long subject lines that might get cut off, and ensure that the recipient can easily understand the content of your email at a glance. A well-written subject line sets the tone for the rest of your email and helps your message stand out in a crowded inbox.

3. Use a Professional Email Address

Using a custom email address that matches your business domain is a simple way to boost your professionalism. Something like “yourname@photographybusinessname.com” instead of “yourname@yahoo.com”

While many photographers still use Gmail or Yahoo accounts, investing in a custom email through platforms like Google Workspace costs only a few dollars a month and adds a more polished look to your business.

It signals to clients that you’re running a professional operation, and first impressions matter!

4. Start with a Friendly Greeting

Always begin your emails with a simple greeting and address your client by name if possible.

A personal touch can go a long way in making your communication feel more genuine.

Make sure you double-check the spelling of their name and use a tone that fits your relationship with them.

For new inquiries, a formal greeting like “Hi [Client’s Name]” works well, but for existing clients, a casual “Hey” may feel more appropriate as the relationship develops.

5. Be Concise and Direct

While it’s important to be thorough, it’s equally important to avoid overwhelming your clients with long blocks of text.

Front-load your main points and any questions you need answered to make them easy to find.

If you find yourself including unnecessary details, try trimming the email down to only the most important information.

However, there will be instances where a longer email is necessary—especially if your client has asked a lot of questions. In that case, match their energy by providing detailed responses.

6. Organize Your Content

One of the easiest ways to make your emails more readable is to organize the content effectively.

Use paragraph spacing, bullet points, and bold or italicized text to highlight key points.

This makes the email easier to scan and ensures your client doesn’t miss important information.

For example, if you have a key question for your client, bold it so it stands out visually.

7. Be Mindful of Tone

Your tone can be tricky to convey over email since there are no visual or vocal cues to accompany your words.

Be professional, respectful, and clear in your message, and avoid using all caps (which can feel like shouting).

Also, be cautious when using humor or sarcasm, as it can be misinterpreted without the context of body language or tone of voice. This is something I’ve painfully had to learn a lot over the years since it’s natural for me to make sarcastic little quips since I find most things to be funny!

Choose your words carefully, and always aim to be polite and professional.

8. Proofread for Grammar and Spelling

While a single typo won’t ruin a client’s impression of you, consistent errors can detract from your professionalism. Make sure you take the time to proofread your emails for any spelling or grammatical mistakes. A well-polished email will give your clients confidence that you are detail-oriented in all aspects of your business.

Fortunately, a lot of email platforms and even customer relationship managers have built in spell checking to help make this easier and less of an issue.

9. Respond Promptly

Timely responses are key to maintaining good client relationships.

If you can’t give a detailed response right away, consider sending a quick acknowledgment like, “Thanks for your email, I’ll get back to you within the next day or two.” This reassures your clients that you’ve received their message and will respond soon.

Remember, delays in communication can lead to frustration, even if your final product is stellar.

10. Use a Professional Email Signature

Including a professional email signature at the bottom of your emails is a small but impactful touch.

Your signature should include things like…

• your name
• business name
• working hours
• contact information
• and even a picture of yourself or your business logo

Not only does this provide helpful information to your client, but it also reinforces your brand in every email.

11. Limit Attachments

Attachments can sometimes cause your email to be flagged as spam or require extra steps for your client to access.

When possible, try to avoid attachments, especially in your early emails.

Instead, provide the necessary information directly in the body of the email or through a link to a secure location. If attachments are necessary, make sure they’re clearly labeled, relevant, and described in the email.

12. Consider Timing

Be mindful of when you send your emails.

If you send messages at odd hours (e.g., late at night), they may get buried under other emails by the time your client checks their inbox.

Try to send emails during your regular business hours and be conscious of any time zone differences between you and your clients.

13. Follow Up When Necessary

If you don’t hear back from a client within a reasonable time frame, it’s okay to follow up politely.

People are busy, and sometimes emails slip through the cracks.

A quick, friendly follow-up can remind them to respond and show that you’re attentive.

You can also check if they’ve seen your message by enabling read receipts or following up through a different communication method, like a text or phone call.

14. Know When to Switch to a Call

Some matters are best discussed over the phone or in a video call, especially if you find yourself going back and forth in a lengthy email thread.

If a client has sent a long email with lots of questions, sometimes it’s more efficient to schedule a quick call to address everything at once.

Use your judgment to determine when a conversation may be more productive than another email.

Conclusion

Email communication may seem simple, but small improvements can make a big difference in how your clients perceive you and your business. By staying organized, maintaining professionalism, and being mindful of tone, you can ensure that your emails enhance the client experience.

By putting these tips into practice, you’ll not only improve the clarity and effectiveness of your communication but also foster stronger client relationships.