A Guide To Email Marketing for Photographers

Like many photographers, you’re probably always on the lookout for potential clients and may have considered sending emails to likely prospects. Email marketing for photographers is a great way to build deeper connections with your existing clients and expose new people to your work. These email campaigns can help you narrate a story, show off your distinctive artistic style, and let clients — potential and existing — know you’re committed to showcasing their special moments in a way that captures their unique personalities.

Benefits of Email Marketing for Photography Business Owners

There are a lot of potential benefits to sending regular photography email newsletters to dedicated subscribers. It’s an opportunity to showcase your unique style and the approach you bring to each job. It can also remind past clients of your photography services, particularly if you ask their permission to use a sample shot from a previous session in your photographer newsletters. 

Happy clients are likely to forward your email to their friends and family, which provides you with the opportunity to add new names to your list of subscribers — and your potential clients. Over time, you stand to build a community of avid followers. Some may even become new photography clients.

Make sure your marketing efforts showcase your unique approach to each client as well as your final product. Though you should focus more on sharing your art than improving your conversion rate, with the right blend of photography and personality, you can do both.

4 Tips To Create a Flawless Email Marketing Campaign

One of the most important aspects of successful email marketing for photographers is knowing which strategies will help you reach your audience effectively. Here’s a look at four significant factors to consider.

1. Choose the Right Email Marketing Platform

Not all email service providers are created equal, and you should experiment with a few to see which you find easiest to use. You’ll want to pay special attention to how the email solution you’re testing delivers images. Though the text is important, your photography should be the central feature. Pick an option that lets you send high-quality images without compressing them or displaying them awkwardly within the body of the email.

2. Build Your Subscriber List

Of course, you’ll need email addresses to send your newsletters to. And while “the more, the merrier” is often true in marketing, it’s not just about getting as many subscribers as possible. Your target audience should be genuinely interested in your photography services. Offering free consultations, discounts, or other valuable content, such as a list of questions to ask a photographer before hiring them, can encourage people to join your email list.

3. Segment Your Audience To Craft Personalized Messages

Nothing shows you’re paying attention like email marketing efforts that treat each recipient like an individual. While this may not always be possible over a series of emails, you still want to try to segment your photographer’s email list based on special interests or specific needs.

You could target pet lovers, the recently engaged or newly married, families, or professionals, all of whom may need different services at different times. Customizing how you present your photography services to each group can really improve your click-through rates.

4. Track Metrics and Test To Improve Your Email Campaigns

Photography email campaigns don’t end when you click send — that’s just the beginning. Though it does require a little extra effort, you’ll want to keep track of things like open rates, click-through rates, and unsubscribe rates. These can help you determine what’s working for you and highlight areas for improvement.

Grow Your Business With a Community of Like-Minded Photographers

Don’t just stop at email marketing. Building an email list is one great way to further your professional photography goals, but it doesn’t have to be the only way. Networking, sharing, and learning from your peers can help you progress both artistically and professionally.