#6 - Keep the Spark Alive: Nurturing Clients After They Book
How to Keep Clients Excited Between Booking and Their Photoshoot
Picture this: a new client books a session. They’re buzzing with excitement, they love your work, and they can’t wait to have their photos taken. You send over your beautifully crafted session guide or a big welcome email, packed with all the details. And then... nothing. Weeks go by. The initial spark fades. Maybe they start to second guess themselves. Maybe they forget what they loved so much about working with you in the first place.
As photographers, we often put so much energy into the booking process that we forget what comes next can be just as important. Keeping that connection alive between booking and the actual session is key – especially if there’s a big gap in between.
In this post, I’m sharing the behind-the-scenes of how I use a simple but powerful email sequence to nurture my clients after they book. I’ll explain how I moved away from the traditional one-and-done info email and created a client experience that feels warm, welcoming, and completely stress-free. Let’s dive in.
Why a Big Session Guide or Email Isn’t Always Enough
I used to do what most photographers do: send one big welcome email or attach a fancy PDF session guide. It was beautifully designed, filled with everything they needed to know. What to bring, what to wear, how to prep their dog, what to expect on the day, what happens if it rains... the works.
But here’s what I started to notice: clients were still asking me questions that I knew I had covered. They were turning up a little unsure, a little unprepared. Or sometimes, they’d book and then go completely quiet until the day before the shoot (or worse, cancel).
That’s when I realised: it wasn’t that the information was missing. It was that it was too much all at once. Especially when you’re sending it right after someone books, when they’re still riding the high of that decision. It’s easy for that big info dump to get skimmed, saved for later, and then forgotten.
And when you’re booking out months in advance? That initial excitement can fizzle. Not because they’ve changed their mind – just because life gets busy. Out of inbox, out of mind.
Breaking It Down: My Email Sequence
So I decided to break the whole thing down into smaller, friendlier emails. Instead of giving them everything upfront, I now send a series of emails spaced out over the time between booking and the shoot.
Each one is short, easy to read, and focused on one topic. And most importantly: they sound like me. Warm, conversational, and filled with genuine excitement about the session.
Here’s a look at what that sequence includes:
1. Welcome + What to Expect
This first email goes out right after they book. It’s a virtual hug – a friendly thank you, a quick overview of what’s ahead, and reassurance that they don’t need to remember everything right now. I just want them to feel taken care of.
2. The Most Common Client Concern
A few days later, they get an email titled something like, "Worried your dog won’t sit still?" This is the #1 concern I hear, so I head it off early. I share a few funny behind-the-scenes stories, plus photos of dogs who looked like supermodels in the final images but were absolute chaos on the day.
3. What to Wear + Feeling Comfortable on Camera
A practical but low-pressure guide. I want my clients to feel comfortable and like themselves, so I include lots of examples and keep the tone casual. No rules, just suggestions that help them feel good.
4. Getting Your Dog Ready
This one covers grooming tips, whether or not to feed them beforehand, what treats and toys to bring, and how to keep them calm and happy. It’s always appreciated by pet parents who want to make the most of their session.
5. What Happens if it Rains
Since most of my sessions are outdoors and Melbourne weather can be... unpredictable, this email is all about rescheduling policies and how I make last-minute calls. It helps avoid any panicked messages the day before a storm rolls in.
Soon I’ll be adding a final email that covers what happens after the shoot – the artwork reveal, print options, delivery timelines, and so on. That way, the client journey is fully mapped out from start to finish.
The Impact on My Clients
The difference has been incredible. Clients show up excited, relaxed, and prepared. They remember little things I mentioned in emails. They feel like they know me already. And best of all? Fewer reschedules. Less ghosting. More connection.
Now, I haven’t had anyone say, “Wow, your nurture sequence changed my life!” – but I have felt the shift. And honestly, it’s made my life easier too.
Because here’s the best part: once the sequence was written, I automated it. I use Flodesk, which I love for its flat pricing and pretty templates, but any email platform would work. Each email goes out with a time delay, and I’ve set up an automation that pulls clients out of the sequence if their session gets moved or booked last minute.
It just ticks along in the background, giving each new client a personalised-feeling experience without me having to remember a thing.
It Doesn’t Have to Be Fancy
If you’re still sending one big email, or cobbling things together as you go, that’s okay. You don’t need a fancy setup or a full six-email sequence to start. You just need to think: what would make this experience easier and more fun for my client?
Then write one email. Maybe it’s a quick hello. Maybe it answers the question you get asked most. Maybe it’s a little peek behind the scenes to help build that connection.
Start there. Build on it when you can.
The goal isn’t perfection. The goal is to keep that spark alive between booking and shoot day – so your clients show up feeling confident, connected, and 100% ready.
Creating a client experience that feels thoughtful, personal, and low-stress doesn’t have to take heaps of time. With just a little upfront work, you can create something that keeps working for you – and for your clients – long after they hit “book now.”
And that’s what we’re all about here, right? Less busy work. More moments that matter.
Focus Assignment of the Week:
This week, I want you to brainstorm your own client nurture sequence.
Grab a notebook or open up a doc and jot down three emails you could send between booking and the session. Just three. Think about:
What your clients worry about most
What they need to know to feel comfortable
What would genuinely get them excited
Bonus points if you write one of those emails today.
Remember: you don’t have to send it manually forever. Start simple. Tweak as you go. Your future self will thank you.