If you’re a photographer who’s already offering free photo shoots to build your portfolio, I’m about to let you in on a little secret — you can take those free shoots and turn them into a powerful marketing tool that grows your email list.


That’s right. Your free shoots can do double duty: helping you create stunning portfolio work and building an audience you can market to long-term.


Why Free Shoots Are Still Worth It


Let’s get this out of the way, free shoots can get a bad rap, but when used strategically, they’re gold.


In my first year as a photographer, I offered 16 free shoots. Yes, sixteen. And it was one of the best things I did:


  • I built a strong, diverse portfolio.
  • I launched my business faster.
  • I figured out what I loved to photograph (and what I didn’t).


Free shoots gave me creative freedom and hands-on experience with real clients — all without the pressure of paid expectations.


The Common Mistake Photographers Make


Most photographers run free shoots like this:


They post on Instagram Stories: “Hey, I have a free shoot coming up, DM me to claim it!”


While this might fill your spots, it’s a missed opportunity. Those potential clients? They’re disappearing into your DMs instead of your long-term marketing system.


The Smarter Way: Turn Free Shoots into a Lead Magnet


Here’s the tweak that changes everything:


  1. Instead of telling people to DM you, tell them to sign up for your email list to get the details.
  2. Deliver all the information about the shoot, like dates, times, theme, & location, via your email.


Now, your free shoot offer becomes a lead magnet, something valuable you give away in exchange for someone’s contact information.


Why This Works So Well


Once you’ve collected their email address, you can:


  • Let them know about future mini sessions and full sessions.
  • Share behind-the-scenes content and photoshoot tips.
  • Build trust and familiarity so they think of you first when they’re ready to book.


The free shoot might be a one-time thing, but the relationship you start in their inbox can lead to multiple paid bookings over time.


Quick Steps to Try This Today


  1. Create a simple sign-up form using your email marketing platform (if you don’t have one, here’s a code for 25% your first year with Flodesk - the platform I love to use).
  2. Write a short post or story promoting your free shoot, but instead of “DM me,” link directly to your sign-up form letting them know when you plan to release the details.
  3. Release the details through your email platform and let them know how to claim the free shoot.
  4. Keep emailing them regularly so they stay engaged and excited about what you offer.


Pro Tip: This works best if you run free shoots in line with the type of photography you want to book more of. AKA. don’t offer newborn sessions if you want to focus on couples, for example.


As I mentioned above, I use Flodesk for my email management. After using Mailchimp for 10 years, I made the switch and never looked back. Flodesk allows me to build my email list, set up automations, offer lead magnets, & even sell courses and subscriptions! You can test it out & if it feels like a good fit for you, you’ll get 25% off if you sign up with this link.