Why Email deserves more love in your photography biz

Most photographers spend a huge chunk of time trying to keep up with social media. Posts, reels, stories, sneak peeks, behind-the-scenes… all the things we’re told we “should” be doing.

I’m not saying socials don’t matter, because they totally do. They help people discover you, they’re a great way to show off your work and your style, build familiarity and engage with them directly.

But they’re only one piece of the marketing puzzle.

If you’re putting all your energy into Insta and Facebook, and none into email… you’re leaving money on the table.

Let’s talk about why email deserves a little more attention.

1. Your email list is something you actually own

Social media is borrowed space (more on that in a sec), but your email list is YOURS. In fact, it’s a literal business asset.

Every subscriber is someone who chose to hear from you - and that is GOLD.

2. Email actually reaches people

On socials, Zuckers decides who sees your posts, and often it’s a small percentage of your audience. And fair enough, he owns the platform.

Think of Insta and FB like renting a stall at the world’s busiest market. The owner keeps rearranging the stalls without telling you; sometimes you get shoved behind the doughnut van; one day the walkway in front of you is closed “for improvements"; sometimes the market is shut down for the day with no warning, no explanation, and zero f**** given (and don't even bother trying to contact the owner).

You’re there, you’re just not always visible. It's not personal, it's just the algorithm (ugh).

But your email list belongs to YOU. Your emails land exactly where you intend, and where people check most days - their inbox. Not only that, they're not checking in a mindless scrolling kinda way. When we check our emails, we do it with intention.

You don't have to cross your fingers and hope the algorithms push it a bit better today.

Email is your superpower, so why aren't you using it?

3. Email gives you space to share value, emotion, and the “why” behind your work

Social posts can be quick and easy content, and great for visibility. But they’re also surrounded by a gazillion other posts competing for attention.

Email gives you something social can’t: a moment of uninterrupted focus.

It’s where you can:

• Share helpful tips (without feeling like you’re shouting into the wind)

• Talk about the emotional side of photography

• Tell stories from sessions

• Explain how you work

• Help people feel confident before they book you

  
  

Of course you can share all of that in a caption on socials, but email lands differently. When someone opens your email, they’re choosing to read what you have to say, and they’re not half-distracted, skimming between a brunch photo, a dog reel, and a sponsored ad for a robovac (add in 68 more dog reels and that's me :-) )

Email creates a little pocket of attention that feels more personal and more intentional, and it's what often leads to enquiries.

4. Email supports your social content (not replaces it)

Think of your marketing like a family photo session (wait for it, I love an analogy)...

You wouldn’t show up with just your camera body. You bring the whole kit - lenses, cards, batteries, a pack of wipes (because: snot). Each bit of gear plays a different role and it’s the same with marketing.

Socials build awareness → Email deepens the relationship → Your website closes the loop → Enquiries happen.

When you’re only using one channel heavily, the system can work, but not nearly as well as it could.

5. Email doesn’t need to be frequent to be effective

You don’t need to send daily emails, you don’t need elaborate templates, and you don’t need a “strategy session” to write one.

You just need to show up consistently with something useful, interesting, or human (and just to be clear, consistent doesn’t have to mean frequent).

One good email a month can support your socials, boost enquiries, and build trust far more than most people expect.

So it’s not “email or socials.” It’s email and socials, working together.

People consume information in different ways. Some of us prefer to watch, some would rather read, some like tiny bytes of information like half a dozen words as a text overlay on a graphic. 

We can have different platform preferences too.

So it makes sense that when you have variety in how and where you deliver your message, you'll reach more people.

Each piece supports the next, and when everything works together, you don’t have to work as hard to stay visible.

If email feels overwhelming, I can help with that

Most photographers want to email their list… they just don’t know what to say, how to make it sound like themselves, or how often to do it.

That’s where I come in.

I write simple, conversational emails that keep them reading, and help your clients feel heard, connected, and excited to book you, without you having to stare at a blank screen.

And if you don’t even have a list, I can help you build one.

👉 Check out Ink & Lens for done-for-you words and marketing support.