Why Your Pitches Aren’t Getting Replies, and How to Fix Them
You’ve crafted a thoughtful email, carefully linked your best work, and hit “send” to your dream client… Then? Crickets. If this sounds familiar, you’re not alone, and this post is for you.
In Episode 2 of the Booked by Email series, I’m diving into the three biggest reasons photographers don’t hear back from brands after pitching, and more importantly, what you can do to change that.
Truth Bomb: “No” Doesn’t Always Mean “No”
Before we get tactical, let’s set the record straight:
Not getting a reply doesn’t necessarily mean they’re not interested. It might just mean you emailed the wrong person, at the wrong time, with the wrong approach.
Let’s break that down.
1. You’re Emailing the Wrong Person
You could write the most beautifully crafted, compelling pitch… but if it lands in the inbox of someone who doesn’t hire photographers? It’s not going to get you booked.
Who should you be emailing?
Look for job titles like:
Art Director
Creative Director
Producer
Marketing Manager
Social Media Manager
Those are the people who commission photography. If your email goes to a general customer service inbox or someone in PR, it’ll likely get ignored.
Quick Tips to Find the Right Contact:
Scroll to the footer of the brand’s website, contact info is often listed there
Search the brand’s team on LinkedIn - use keywords like “creative,” “art,” “content,” or “social”
Use tools like Hunter.io or email guessers (just don’t overthink it)
Inside my course, The Success Studio, I walk you through my exact method to find and pitch the right contacts without being awkward or spammy.
2. Your Portfolio Isn’t Aligned
This one’s hard to hear, but so important. Even if your work is beautiful, if it doesn’t match the style, tone, or aesthetic of the brand you’re pitching to, they’ll likely pass. Not because you’re not talented, but because they can’t picture you as a good fit.
Example:
If your portfolio is full of soft, romantic imagery, and you pitch to a dark, edgy luxury brand, there’s going to be a disconnect. They can’t visualize how your current work serves their creative vision.
How to Fix It:
Only pitch to brands that feel like a natural match for your current style. Your work doesn’t have to be a perfect replica of their brand, but it should feel aligned, complimentary, and relevant.
In a pivot stage?
You can still pitch! Just focus on brands where your current portfolio fits now, and build new work that supports where you’re headed.
Inside The Success Studio, I spend a lot of time helping photographers curate their portfolios to attract the right kind of work - because aligned visuals are the foundation of a successful pitch.
3. You’re Not Following Up
This one is the most common mistake photographers make, and also the easiest to fix.
If you send one pitch, don’t hear back, and never follow up… you’re missing a huge opportunity.
Most people aren’t ignoring you, they’re just busy. Emails get opened on phones, skimmed during lunch, and forgotten by the time the next meeting starts.
How to Follow Up:
Wait 1 week
Send a polite, professional nudge
Keep it short and simple
You’d be shocked how many replies happen after the follow-up. In fact, some of my biggest clients came from a second (or even third) email.
I even include a full follow-up template inside my free email templates for photographers, grab them here.
Quick Recap: 3 Pitching Mistakes to Avoid
If your emails aren’t getting responses, check these three things:
✅ Are you sending it to the right person?
✅ Is your portfolio aligned with the brand?
✅ Did you follow up after your first message?
These are all things you can control, and when you do, pitching becomes a learnable skill, not a guessing game.
Want to Learn My Full Pitching System?
All of this (and so much more) is what I teach inside The Success Studio, my course for photographers who want to book fashion brands, build sustainable careers, and stop waiting to be “discovered.”
