How to Grow Your Email List and Book Clients Without Being Weird About It
Here’s the truth: if you’re building a photography business and you’re not building an email list, it’s like opening a bakery and not telling anyone where it is.
You need a list. Not a follower count. Not an algorithmic miracle. An actual list of real people who want what you’ve got.
Let’s break this down like we’re at a coffee shop and you’re panicking over your latte because you “don’t want to be salesy.”
Why Email? Isn’t Instagram Enough?
Short answer? No.
Longer answer: Instagram is like a flirty stranger at Trader Joe’s. Email is someone who gave you their number on purpose.
You don’t own your Instagram followers. You do own your email list. And when you launch something, run a mini session date, or open your calendar for fall bookings, you want to talk to the people who’ve already said they’re interested.
This is how you book sessions before you even post them publicly. This is how you get off the social media hamster wheel.
But How Do I Start a List (When I Don’t Even Have Clients Yet)?
Let me say this loud: you do not need to be fully booked to start your email list. You need a form, a freebie, and some charm.
Step 1: Pick an Email Service Provider (ESP)
Use Flodesk (the one I use), Kit, or MailChimp to start. You want something:
- Easy to design
- Allows segmentation (so you can tag people like “mini session interest” or “VIP fall fams”)
- Doesn’t make your brain hurt
Step 2: Create a Freebie That Your Ideal Client Actually Wants
This is the juicy bait. And friend, it is not a newsletter. Nobody wants a newsletter from someone they don’t know yet.
They want something helpful. Something free that solves a small problem.
Here are some ideas:
- “What to Wear for Your Family Photo Session (with links to local shops or Amazon!)”
- “5 Ways to Get Your Kids to Smile Naturally in Photos”
- “The Ultimate Fall Family Photo Prep Checklist”
Wrap it up in a pretty PDF that you make on Canva, or even just an email with bullet points. Put it behind a form on your website (super easy to make and get my 50% here: FloDesk) and boom—list building begins.
Step 3: Make That Freebie Obvious Everywhere
- Link in bio on Instagram
- Link in your email signature
- Highlight on your homepage
- Add a pop-up or slide-in on your site (they work, sorry)
- Mention it in blog posts and captions
Don’t be shy. You’re helping them. Not spamming them.
How to Actually Grow the List (Even If You Don’t Have a Huge Audience)
1. Your Existing Network
Text your friends. Ask your mom group. DM your tennis club.
Example:
“Hey! I just made a free guide for prepping kids for photo day—do you want it? I’m building my photography biz and starting a VIP email list.”
You’re not asking them to book. You’re offering value. That’s how you stay out of the cringe zone.
2. Referral Amplifiers
Got a few raving fans already? Ask them to share your freebie.
“Hey Jess! I know you loved your session—would you be willing to share my free ‘What to Wear’ guide with a few of your friends? I’m trying to grow my VIP list so they’re first to know about future session dates.”
People love helping their photog bestie.
3. Mini Giveaway
Run a giveaway for a free session—but to enter, they have to join your email list. (Be very clear that the winner will be chosen from the list. This keeps you legally tidy.)
Then deliver value to everyone on the list—bonus tips, early access to session dates, etc. Make it worth being there.
What Do I Say to My Email List? I’m Not a Writer!
Say the same stuff you’d say if you bumped into your favorite client at Target. Be human. Be helpful. Be a little funny.
Here’s a simple format for your first 3 emails:
- Welcome Email: Thanks for grabbing the freebie! Here’s a quick hello and what to expect.
- Helpful Story: Share a behind-the-scenes from a session + 1 tip they can use.
- Booking Sneak Peek: Let them know your calendar is opening soon—and they get early access.
You’re nurturing a real relationship here. Don’t stress about being perfect. Stress about being invisible.
Advanced Move: Create a VIP Waitlist
Have a mini session date coming up? A seasonal release? Create a waitlist that’s tied to your list.
“Sign up here to be the first to grab a spot when my Fall Minis open!”
Then, when you send that first email to the VIPs, spots will book before you even hit post on Instagram.
And you, my friend, will feel like an absolute boss.
TL;DR: You Need a List. Like, Yesterday.
If you’re serious about building a sustainable photography business—one that lets you book dream clients without the 24/7 hustle—you need to be growing your list right now.
✨ No awkward sales tactics. ✨ No giant following required. ✨ Just value, consistency, and a sprinkle of boldness.
Need help figuring out what freebie to offer? I’ve got ideas for that coming soon. (Or DM me. I love a good brainstorm.)
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