#8 - Inbox Overload? Why SMS Might Be Your Secret Weapon
Ever wonder why your perfectly crafted client emails seem to disappear into thin air? Picture this: You've spent 30 minutes writing a detailed shoot preparation guide, hit send with confidence, and then... crickets. No response, no acknowledgment, just digital silence. Meanwhile, your client's inbox continues filling with promotional emails, work messages, and subscription newsletters—all competing for attention with your crucial information.
But there's one place your clients are always looking: their text messages.
That tiny red notification badge has a 98% open rate, typically within minutes of arrival. And that's exactly why automated SMS might be the missing piece in your client communication puzzle.
When Email Just Isn't Enough
For years, I maintained a strict no-texting policy in my photography business. The reasoning was simple: I wanted clear boundaries between my personal and professional life. My mobile number was off-limits, and all communication happened through proper email channels.
It made perfect sense... until it didn't.
I started noticing a pattern: clients were missing important information. Sessions were arriving unprepared. Contracts remained unsigned until the last minute. And the most concerning part? When I followed up, the response was almost always some version of: "Oh, I never saw that email!"
This wasn't just occasional oversight—it was becoming a regular problem that affected the quality of my sessions and the smoothness of my client experience.
The Reluctant Text Message Experiment
Eventually, I caved and started sending simple text notifications whenever I sent important emails:
"Hey Sarah! Just emailed you the final details for Tuesday's family session. Could you please check it when you have a moment? Thanks!"
The results were immediate and undeniable. Response rates shot through the roof. Clients arrived better prepared. The whole process felt smoother.
But as my business grew and I brought on associate photographers, sending these texts manually became unsustainable. I was spending precious time typing out essentially the same messages day after day. That's when I turned to automation—and discovered it could be both efficient and personal.
Breaking Through the Digital Noise
Let's be honest about the state of email in 2025:
The average person receives 120+ emails daily
Work inboxes are often separated from personal accounts
Mobile notifications for email are frequently disabled
"Important" emails get automatically filtered into tabs most people rarely check
Meanwhile, text messages have:
A 98% open rate (compared to email's ~20%)
An average response time of 90 seconds
A central place on our phones that we check constantly
It's not that clients don't want to read your emails—it's that those messages are competing in an overcrowded channel. Text messages, however, arrive in a much less cluttered space.
Overcoming the Resistance to Business Texting
I understand the hesitation. I lived it for years. The concerns typically fall into three categories:
1. Boundary concerns: Will clients text me at all hours? Will I feel obligated to respond immediately?
2. Organisation worries: How will I keep track of text conversations? Will important information get lost?
3. Professionalism questions: Does texting seem too casual? Will clients take me less seriously?
Technology has evolved to address these very real concerns. With the right tools, you can:
Set working hours for notifications
Respond to texts from your computer rather than your phone
Keep conversations organised alongside your client management system
Maintain professional messaging while still feeling personal
My SMS Automation System
After some experimentation, I've landed on a system that works beautifully for my photography business. Here's how it's structured:
The Tools:
An SMS service connected to my actual phone number - I use ClickSend but Google Voice would also work if it's available in your country
Zapier to connect my CRM with the SMS service
Pre-written text templates for key moments in the client journey
The Process: Each automated text serves as a gentle nudge at critical touchpoints. They're not meant to replace emails or proper documentation—they simply ensure those important communications get seen.
Seven Key Moments for Automated SMS
I've identified seven perfect opportunities for automated text messages in the photography client journey:
1. The Welcome Text
When a new lead comes in, they receive a warm, brief introduction. It's simple but effective:
"Hi [Name]! This is Caitlin from [Studio Name]. Just wanted to say I'm excited you reached out about photography. I've sent some information to your email—take a look when you can, and I'm here if you have any questions!"
This immediately establishes that text is an acceptable way to communicate and often prompts them to check their email right away.
2. Planning Call Reminder
A day before their scheduled consultation:
"Looking forward to our call tomorrow at [time]! I've sent the Zoom link to your email. This will be a great chance to discuss your vision for the session."
This has saved countless missed appointments and last-minute reschedules.
3. Missing Document Reminder
If I notice a contract or questionnaire hasn't been completed a few days after sending:
"Quick reminder that your session questionnaire is waiting for you! It helps me prepare perfectly for your shoot. Check your email or client portal when you have a moment."
This friendly nudge has improved our document completion rate by over 70%.
4. Weather/Reschedule Updates
When sessions need to be moved due to weather or unforeseen circumstances:
"Hi [Name], due to the forecast for Saturday, we need to reschedule your outdoor session. I've sent options to your email. Let me know what works best!"
Getting immediate responses to reschedule notices has been brilliant for calendar management.
5. Post-Session Check-In
A day after their photoshoot:
"Hope you're still smiling from our session yesterday! Just checking in—how are you feeling about everything? Your images are now being carefully edited and will be ready in about [timeframe]."
This personal touch consistently receives grateful responses and builds anticipation for their finished gallery.
6. Gallery Notification
When their proofs are ready:
"Your photos are ready to view! Just emailed you the link to your private gallery. Can't wait to hear which ones are your favourites!"
This notification typically results in clients viewing their gallery within hours rather than days.
7. Product Delivery Updates
When physical products ship or are ready for pickup:
"Great news! Your beautiful wall art has shipped and should arrive by [date]. Keep an eye out, and let me know when this special package reaches you!"
Clients love being kept in the loop about their tangible products, and it reduces enquiry emails asking about delivery status.
Real-Life Impact: More Than Just Convenience
Just this morning, an automated planning call reminder text saved both myself and a client from an awkward situation. The client had experienced the loss of a beloved pet and completely missed all our previous emails about her upcoming session. The text message provided an easy way for her to respond and let us know she needed to reschedule.
Without that automated text, she likely would have been a no-show, leaving everyone frustrated. Instead, we were able to express our condolences and reschedule for a better time.
This highlights the human element of automated SMS—it's not just about efficiency. It's about meeting clients where they are and making their lives easier during what can be a busy time preparing for a photoshoot.
Implementation Without Overwhelm
The beauty of this system is that you don't need to build it all at once. Start with one key communication point that would benefit from better visibility.
For most photographers, I recommend beginning with either:
Gallery delivery notifications - This is when clients are most excited and eager to see their images, making it a natural place to introduce text communication.
Session prep reminders - Sending a text 2-3 days before a session can dramatically improve client preparation and reduce day-of stress.
Once you see the effectiveness of even one automated text message, you'll likely be motivated to build out the rest of the system.
Maintaining the Personal Touch
The key to successful automated SMS is ensuring it never feels robotic. Here are my tips for keeping automated texts feeling personal:
Use conversational language - Write as if you're texting a friend, not sending a formal business communication
Include their name - Always personalise with first names
Keep it brief - Text messages should be concise and to the point
Make it timely - Send messages at appropriate times during business hours - you can set texts to only send during business hours using Zapier, even if you're working at midnight (click here for instructions)
Respond personally - While the initial text may be automated, all responses should be handled personally
Remember, the goal isn't to replace personal interaction but to enhance it by ensuring important touchpoints aren't missed.
Common Questions About Business SMS
As I've shared this system with other photographers, a few questions consistently arise:
Will clients abuse having my phone number? Sometimes you will get a client who just doesn't get the boundary of work hours - but by utilising screentime limits, you can prevent those messages from interrupting you when you're out of office. I've found that most clients are respectful of business hours though, especially when you model appropriate texting behaviour.
What if I don't want to use my personal number? Various services allow you to set up a business number that forwards to your phone or can be managed entirely from your computer. Google Voice is excellent for US-based photographers, though unfortunately not available in Australia where I'm based. Whatever you choose, make sure it's a number that clients can call - because they will try to use it for phone calls.
How do I handle team members in this system? When you have associate photographers, clarity is key. Our automated texts specifically mention when communication is coming from the team versus me personally. For session-day coordination, we ensure clients know exactly who to contact.
Focus Assignment of the Week:
Ready to dip your toe into the world of automated SMS? Here's your assignment:
Identify one moment in your client journey where messages are frequently missed or would benefit from immediate attention.
Write a short, friendly text message that would address this communication gap. Keep it under 160 characters for single SMS delivery.
Research one SMS automation tool that integrates with your current systems. Popular options include:
Zapier + Twilio
Many CRMs now offer built-in SMS features
Dedicated photography business text services
Set up a test automation for just this one message and monitor the results for 2-3 weeks.
You don't need to change your entire communication system overnight. Start small, measure the impact, and build from there.
Remember: Every small improvement in client communication translates to a better experience for them and less stress for you. That's the ultimate win-win.