Welcome to Part 2 of our guide on how to increase email open rates. In the first part, we looked at the basics, now we’re diving into more advanced strategies to boost engagement and get your emails in front of more eyes.
Whether you’re emailing clients, leads, or your wider list, these tips will help you get better results from every send.
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8. Use Emojis (Carefully) to Boost Visibility and Increase Email Open Rates
Emojis can be a useful tool to help your emails stand out, but like most things, a little goes a long way.
When used intentionally, emojis can:
- Draw the eye to your subject line
- Add a touch of personality
- Help your message stand out in a crowded inbox
But when overused, they can make your email look spammy or unprofessional, and that can hurt your open rates instead of helping them.
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What’s worked for me
Personally, I’m a fan of emojis, but I use them with purpose.
I usually add them in the subject line, and sometimes in the email body, if the email requires it.
And I keep it consistent with three small hearts in my brand colours 💙🧡🤍 , which ties in with my Photography Biz Success branding.
Since I started doing this, I’ve noticed a clear increase in email open rates.
It’s subtle, but that little pop of colour makes my emails jump out more in the inbox, and over time, my audience has started to recognise those hearts as a sign it’s from me.
It helps me build trust and visibility, without being too loud.
Tips for photographers using emojis
- Choose one emoji that fits the tone of your email, like a camera 📸, calendar 🗓️, or sparkle ✨
- Keep it to one or two per subject line
- Use emojis that are relevant to your message, not random for the sake of it
- Test different styles to see what resonates with your audience
Where to place them
- Beginning of the subject line to catch attention: Example: 📸 “3 easy ways to prepare for your next shoot”
- End of the subject line to reinforce the vibeExample: “Your gallery is ready to view 💙🧡🤍”
Remember, your goal is to make your emails look inviting and personal, not promotional or clickbaity. Used well, emojis can become a visual part of your email identity.
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9. Stay Out of Spam and Junk Mail
You could write the best email in the world, but if it lands in someone’s junk folder, they’ll never see it. That’s why it’s so important to understand how to avoid the spam trap.
Email providers are constantly on the lookout for anything that looks suspicious or unwanted. So the more transparent and trustworthy your emails are, the better chance they have of landing where they belong, in the inbox.
Start with permission
Never add people to your email list without their consent.
It might seem harmless to pop in a few past clients or people you’ve chatted with on Instagram, but without proper permission, you’re putting your sender reputation at risk.
Instead:
- Use opt-in forms on your website or landing pages
- Be clear about what they’re signing up for
- Let them know the type of emails they’ll receive and how often
If someone knows what to expect, they’re much less likely to mark your email as spam, and much more likely to open and engage.
Use a trusted email marketing platform
I use Kit (formerly ConvertKit) which handles all the tech behind the scenes, things like authentication, spam protection, and deliverability rates.
Whether you’re using Kit, Flodesk, or another platform, make sure you choose one that’s reputable and GDPR-compliant.
Since levelling up my email strategy and paying for a professional email platform, I’ve been able to increase email open rates and also increase my subscribers.
Don’t use a free email domain
If you’re sending emails from an address like [email protected], stop now. Free domains are more likely to get flagged as spam.
Instead, invest in a professional email address; something like [email protected], linked to your website domain. It looks more professional and gives your emails a much better chance of reaching your subscribers.
Be easy to unsubscribe
This might sound counterintuitive, but making it easy for people to unsubscribe actually helps your email performance. Why?
Because if someone can’t find the unsubscribe link, they might mark your email as spam instead, and that damages your sender reputation with every platform you use.
Keep your unsubscribe link clear and easy to find. And don’t take it personally, if someone’s no longer interested, it’s better for both of you that they leave the list.
Keep your emails clean and honest
- Avoid deceptive subject lines or clickbait
- Don’t overuse salesy language or ALL CAPS
- Test your emails before sending, most platforms offer previews or spam score checks
The more trustworthy your email campaigns are, the more reliably they’ll land in inboxes, which means your open rates stay healthy and your list remains engaged.
10. Focus on Writing Amazing Content
Once your email gets opened, your next job is to hold their attention. And that comes down to one thing: great content.
If your subscribers enjoy reading your emails, they’ll keep opening them. They might even look forward to them.
That kind of engagement is what drives up your click-through rate and builds real trust over time.
What makes content amazing that will increase email open rates?
It doesn’t have to be flashy or long. But it does need to be:
- Clear
- Relevant
- Easy to skim
- And written in a way that feels human (we’ll come to that in the next section)
You don’t need to reinvent the wheel every week. Just think: What’s one helpful, entertaining, or insightful thing I can share today?
Tie it to your audience’s real life
For example:
- A family photographer might share:“5 ways to prep your kids for a stress-free photo shoot”
- A wedding photographer could write:“The 3 best moments to capture during golden hour”
- A branding photographer might offer:“What to wear for confident, scroll-stopping brand photos”
Each of these topics offers value, builds trust, and connects directly to what your subscribers care about, their lives, their goals, and their story.
Don’t forget your purpose
Yes, you want to deliver value, but your emails still serve your business. So it’s okay to include a simple call to action like:
- “Click here to book your spot”
- “Browse the new print collection”
- “Reply if you’d like more info on branding sessions”
When your content is strong, asking for the next step feels natural, not pushy.
And remember, every useful email you send strengthens your overall email list. The more your audience trusts your content, the more they’ll interact with future email campaigns.
So always aim to write something worth reading. Because great content doesn’t just get opened, it gets remembered.
11. Write Like a Human (and Don’t Be Afraid to Be Funny)
There’s a common mistake photographers make when writing email campaigns: they switch into “formal marketing mode” the minute they hit the keyboard.
Suddenly, it’s all “valued client” and “exclusive opportunity”, and it doesn’t sound like you at all.
Let’s be honest, that tone rarely builds connection. And it doesn’t help you increase email open rates or your click-through rate, either.
People want to hear from a real person
Your readers signed up to your email list because they connected with your work, and probably with your personality, too. So let that voice shine through.
Write how you’d speak to a client you enjoy working with. Keep it clear, friendly, and easy to read. Break up your paragraphs. Use contractions. And most of all, be yourself.
A little humour goes a long way
Now, you don’t need to try to be hilarious — but the odd light-hearted comment or self-aware moment can make your emails more enjoyable to read.
For example
“I nearly forgot to attach your gallery link… again.
Let’s pretend I didn’t just panic-check it twice.”
or:
“I said I’d share three tips. I’ve written five. Let’s go with it.”
These small touches make you relatable. And when your emails feel human and relaxed, people are more likely to open the next one, too.
Don’t try to impress, try to connect
You don’t need fancy words or long-winded intros.
You just need to talk to your audience like you’d talk to them in real life.
When your emails feel like they’re coming from a friend, not a business, you build the kind of trust that leads to bookings, referrals, and long-term loyalty.
So yes, share helpful tips. Yes, include booking links.
But do it with warmth, personality, and maybe even a smile. It makes all the difference.
12. Ask Your Audience for Feedback
Sometimes the simplest way to improve your email open rates is to just ask your audience what they want.
You don’t need to guess what kind of content they enjoy, or when they prefer to hear from you.
They’ll tell you, if you ask the right questions.
And by involving your readers, you make them feel seen, valued, and part of your business journey.
How to ask
You can keep it light and casual, it doesn’t need to be a formal survey.
Try adding one of these at the end of your email campaign:
- “Was this helpful? Hit reply and let me know.”
- “What kind of tips would you like me to share next?”
- “Do you prefer short and snappy or longer reads? I’m all ears.”
Or, if you want to go a little deeper:
- Send out a short survey (Google Forms is free and easy)
- Ask 2–3 quick questions about what they’d love to read, how often they want emails, or what they struggle with most in relation to photography
You could even segment your email list based on responses and tailor future content to match.
Why feedback matters
You’ll learn:
- Which types of emails are actually making an impact
- What tone your audience responds to
- What’s missing, and what they’re opening for
Even just one or two honest replies can give you valuable insight.
Plus, the act of asking builds connection.
It tells your subscribers, “You matter here.”
That kind of relationship goes beyond just open rates, it helps turn followers into loyal clients.
13. Make Sure Your Emails Work on Mobile
Here’s something you might not have thought about: most people are opening your emails on their phone, not their laptop.
In fact, mobile opens now account for over 60% of all email activity across most industries, including photography.
So if your emails aren’t easy to read on a small screen, you’re risking lost engagement, and lower click-through rates.
Why mobile matters
You might have the most beautifully written email campaign, but if someone has to pinch and zoom to read it, they’ll likely give up and swipe away.
And if your image-heavy email takes too long to load, it might not even get seen, which means your open rate doesn’t get the follow-through it deserves.
Simple ways to make your emails mobile-friendly
- Use short paragraphs – 1–2 lines max. Long blocks of text are hard to read on a phone.
- Use a single-column layout – Avoid multi-column designs that break or shrink.
- Add clear buttons – Make your call-to-action easy to tap (not just a small link).
- Use large, legible fonts – Avoid anything below 14pt for body text.
- Preview on mobile – Most email platforms let you check what your email will look like on a phone before you send.
Choose images carefully
As a photographer, visuals are your strength. But too many large images can cause emails to load slowly, especially on older phones or patchy connections.
So:
- Optimise your images before uploading
- Use JPGs over PNGs where possible
- Include meaningful alt text (for accessibility and clarity)
Remember the user experience
Think of it this way: your subscribers are probably opening your email while making a coffee, walking the dog, or waiting in the school pickup queue.
So every second counts.
If your message is quick to load, easy to read, and offers something useful, they’ll read it.
If not, it’s gone in a swipe.
And that’s why designing with mobile in mind is no longer optional, it’s essential for building a healthy email list and keeping your audience engaged.
14. Ask Your Audience for Feedback
Sometimes the simplest way to improve your email open rates is to just ask your audience what they want.
You don’t need to guess what kind of content they enjoy, or when they prefer to hear from you.
They’ll tell you, if you ask the right questions.
And by involving your readers, you make them feel seen, valued, and part of your business journey.
How to ask
You can keep it light and casual, it doesn’t need to be a formal survey.
Try adding one of these at the end of your email campaign:
- “Was this helpful? Hit reply and let me know.”
- “What kind of tips would you like me to share next?”
- “Do you prefer short and snappy or longer reads? I’m all ears.”
Or, if you want to go a little deeper:
- Send out a short survey (Google Forms is free and easy)
- Ask 2–3 quick questions about what they’d love to read, how often they want emails, or what they struggle with most in relation to photography
You could even segment your email list based on responses and tailor future content to match.
Why feedback matters
You’ll learn:
- Which types of emails are actually making an impact
- What tone your audience responds to
- What’s missing, and what they’re opening for
Even just one or two honest replies can give you valuable insight.
Plus, the act of asking builds connection.
It tells your subscribers, “You matter here.”
That kind of relationship goes beyond just open rates, it helps turn followers into loyal clients.
Final thoughts round-up
Email marketing isn’t about sending more, it’s about sending better.
Whether you’re brand new to building your email list, or you’re already sending regular email campaigns, there’s always room to improve how you connect with your audience.
These 14 strategies aren’t complicated.
Most take just a little thought and consistency.
But together, they can make a real difference to your open rates, your click-through rates, and your overall success as a photographer in business.
So start small. Try one or two changes this week.
And if something works, keep going.
Your email list is one of your most valuable business assets.
Treat it with care, speak to your subscribers like real people, and always lead with value.
The results will follow.
Well done for staying with me through this longer than intended blog, but I hope you’ve gained much value and been able to implement some or all of my suggestions and you’ve been able to start to increase email open rates and your newsletter and emails become the backbone of your photography business.
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Until next time,
Nicky x
