You’ve done it! They inquired. They scheduled a consultation call. They seemed excited by what you offer, and they told you they were ready to book! Then, you send them their beautifully customized proposal, aaaaand…crickets. Nothing. Nada. Silence. For whatever reason, they never reply and you add them to the ever-growing list of ghosty-ghost could-have-beens you’ll never get to work with. But does it have to be this way? I don’t think so! The secret lies in a mythical, magical tool called the Follow-Up Email.

Being left on read stings! It can also be very bewildering. There’s good news, though! Your “ghost rate” is actually something YOU have a degree of control over! Not total control obviously, because sometimes ghosts just gonna ghost. But if you notice your ghost rate is creeping uncomfortably high and you want to bring it down, there’s one place to start your work: your inquiry response email!

Think about all the points of contact you have (or wish you could have) with a client. From responding to their inquiry to finalizing their booking, from sending session tips to delivering their gallery, you are constantly sending emails to clients! And the emails you send are just as important to your client experience as the content of your website or the way you direct them on shoot day!