How to Write a Photographer Follow Up Email

By Ray Baker

If you create images but cannot sell them, your photography business is likely to fail, writes ASMP contributor Blake Discher [1]. That sounds harsh, but it explains why a photographer follow up email is not a courtesy: it is a sales tool. Most photographers I meet send one quote and then hope. The follow up is where the next booking often hides.

What should a photographer follow up email do?

A good photographer follow up email does three jobs: it thanks the prospect, it asks one clear question, and it makes you easy to say yes to next time. It should not beg, guilt-trip, or reopen a closed sale. Keep it short, specific, and genuinely useful.

I would rather read a follow up that says, “I have a quick idea about the date you mentioned” than one that says, “I just wanted to touch base.” The first helps the client make a decision. The second only reminds them that they have not replied yet.

If your first reply feels weak, the problem often starts earlier. A strong client inquiry response template can give you a better opening, which makes the follow up easier to write later.

Key takeaways

• Write a follow up as a sales step, not a favour.
• Thank the person, ask one clear question, and make replying easy.
• Use a written record after phone conversations, especially for cancellations.
• Ask lost prospects what happened after the shoot, not straight away.
• Keep your photographer follow up email short, specific, and easy to act on.

Why do photographers avoid follow up emails?

Fear is the usual reason. You do not want to sound pushy, and you assume silence means no. I understand the discomfort, but silence after a quote is rarely a final answer. It is often just an inbox, a budget review, or a client waiting for one small detail to be resolved.

There is a difference between chasing and following up. Chasing sends the same message again with more urgency. Following up adds a small piece of new information or a simple choice. The second one feels professional, and it gives the client a reason to reply.

Professional Photographers of America (PPA) says clear, kind, professional communication helps photographers set expectations, build trust, and make sessions feel relaxed [2]. A follow up is part of that communication. If you stay organised, it feels less like a chore. A photography CRM setup can track when you last contacted each lead, so no warm enquiry slips away.

What should you say after a lost sale?

Blake Discher’s advice for ASMP still holds. When you lose a sale, thank the prospect for thinking of you. Do not burn the bridge, because clients move between companies and their hands may have been tied [1]. He suggests sending a hand-written card, ideally one featuring your work, and letting them know you would still like to work together [1].

If you ask why you lost, do it after the shoot. ASMP notes that studies have shown you might not get the truth as much as 50 percent of the time if you ask immediately [1]. A better move is to ask for advice, such as, can I get your advice on this? Then listen. This is also where a specific photography follow-up emails that recover warm leads can reopen a warm lead instead of ending the conversation.

Discher also suggests checking whether the prospect was a mismatch from the start. Ask about budget, look at the type of photography already on their website, and qualify before you spend time on a proposal [1]. That habit reduces the number of lost sales you need to chase later.

How do you follow up on a cancelled booking?

Cancellations are different from a quiet enquiry. ASMP’s 2021 Visual Creators guide explains that cancellation usually requires written notice, and an email or letter will generally suffice unless your agreement says otherwise [3]. If a client calls you, write a short summary of the conversation in an email afterwards. That contemporaneous writing can serve as evidence if the situation ever goes further [3].

Refer to your contract to see what it says about cancellation, postponement, and payment, then follow what the contract allows [3]. PPA also offers sample cancellation letters and guidelines for dissolving a contract professionally [4]. I would rather keep the relationship warm where possible, but the written trail matters first.

If the cancellation is not final, ask about rescheduling rather than treating the relationship as finished. ASMP’s guide says open communication eliminates confusion, fosters transparency, and creates trust for current and future projects [3]. A short written follow up is part of that.

What are 5 easy tips for follow ups?

PPA’s client communication guide suggests responding quickly and kindly [2]. I would keep the same tone in your follow up, whether you send it by email or after a phone call.

1. Send it soon. A few days after a quote or a message is usually enough. Quick follow ups feel reliable, not pushy.
2. Reference one detail. Mention the venue, the date, or the problem they mentioned, so it does not read like a bulk email.
3. Ask one question. Avoid “just checking in”. Try, “Would Wednesday or Thursday suit you for a short call?”
4. Give a useful bit of information. A small date update, a packaging note, or a reminder helps the client move forward.
5. Make replying easy. End with a one-action reply, such as “Confirm the date and I will hold it for 48 hours.”

These tips work for a sales enquiry, a wedding lead, or a commercial client. The goal is the same: make the next step obvious.

How can email marketing support your follow ups?

Your one-to-one follow up works better inside a simple email plan. In PPA’s video on creating an email marketing plan, Mary Fisk Taylor’s photography business uses sales letters for different customer types, with separate funnels depending on the client [5]. She has used a copywriting intern, Donald Miller’s Storybrand framework, and automation to keep the process moving [5].

You do not need to go that far on day one. I would start with one follow up sequence that matches the way you already speak to clients. If you want a slow build before the direct ask, an email nurture sequence for photographers can warm people up over several messages, so the direct follow up feels more natural.

You do not need a complicated system. I favour one simple list of leads, one follow up template you adapt, and one reminder to send it. Once that is working, you can add a broader nurture sequence or automate parts of the campaign.

Frequently asked questions

How soon should I send a photographer follow up email?

A few days after a quote or a message is usually enough, and no more than a week. For lost sales, ASMP suggests waiting until after the scheduled shoot before asking why [1].

Is a phone call better than a photographer follow up email?

Both work. A phone call can feel personal, but an email creates a written record. ASMP’s guide recommends following up any phone conversation with an email that outlines what was discussed [3].

What if the client has already gone quiet for a month?

Still worth one polite follow up. Reference the original project and ask one short question. Do not guilt-trip them. If there is no reply, keep their details in a CRM for later.

Should I offer a discount in a follow up?

I would not lead with a discount. It can train clients to wait for a lower price. It is usually better to ask what changed or offer a smaller practical next step, such as a planning call.

What should I do if the client says no?

Thank them, leave the door open, and move on. ASMP advises not to burn the bridge, because clients move between companies and may return later [1].

Does a photographer follow up email need a contract update?

Not always. For cancellations, yes, confirm any changes in writing and check your contract’s cancellation and payment terms before agreeing to anything new. This keeps both sides clear [3][4].

Should I use a photographer follow up email for every enquiry?

Yes, with a light touch. Not every lead deserves the same energy, but one short follow up is usually worth sending. You can keep a simple folder of templates so it takes less than five minutes.

Honest take

Most photographers are not losing work because their images are weak. They lose work because they stop communicating too early. A photographer follow up email is not about being pushy; it is about being organised, clear, and easy to work with. If you treat every follow up as a small sales task, you will stand out before you ever raise your prices.

References

1. Discher, Blake. So You Lost the Sale… Now What? ASMP Strictly Business Blog, 2015. https://www.asmp.org/strictly-business-blog/lost-sale-now/
2. Professional Photographers of America. Client Communication Skills for Photographers. 2025. https://www.ppa.com/articles/mastering-client-communication-elevate-your-photography-business-with-the-right-words
3. ASMP. ASMP COVID-19 Business and Legal Guide (Visual Creators). 2021. https://www.asmp.org/wp-content/uploads/2021/10/Guide_ASMP-COVID-19-Business-Legal.pdf
4. Professional Photographers of America. PPA Sample Contracts. n.d. https://www.ppa.com/benefits/contracts
5. Professional Photographers of America. Creating an Email Marketing Plan. n.d. https://www.ppa.com/photovision/watch/creating-an-email-marketing-plan

Shoot well and follow up faster,
Ray Baker