Tom is a wedding photographer based in Kent. Last year he tracked every enquiry he received for six months. Of the 94 booking enquiries he got, 31 never got a reply from him. Another 28 got a reply that was either too slow (more than three days) or too generic (just a price list).
He converted 35%. He thinks he should have converted 60%.
"I was losing enquiries to people who sent a better email than I did," he says. "That's embarrassing to admit but it's the truth."
Why Most Enquiry Emails Fail
Wedding vendors get enquiry emails that are either too vague ("Hi, I'm getting married, are you available?") or too long (novels about the couple's entire relationship). Vendors respond with either nothing, a template price sheet, or a three-paragraph description of their services.
Both sides are failing each other. The enquiry email sets the tone for the entire client relationship. It needs to be specific, warm, and action-oriented.
The Enquiry Email That Works (From the Couple's Side)
Before we get to vendor responses, let's look at what a good enquiry email from a potential client actually looks like, because vendors need to know what they should be triggering.
A good couple enquiry email:
- Names both partners
- Gives the date and venue (or at least the month/year and region)
- Says how they found the vendor
- Mentions something specific they like about the vendor's work
- Asks one clear question
Example:
Hi Sarah,
We found you through Kate's recommendation (she said her wedding last April was amazing — we're her cousins). We're getting married on 14 June 2025 at Chilham Manor in Kent. We love your moody woodland shots and Kate mentioned you did her first dance in low light beautifully — that matters to us.
Are you available that date? And roughly what would your full-day coverage cost?
Thanks, Tom and Jess
Notice: specific, no fluff, clear ask.
The Vendor Response That Converts
Now the vendor side. Here's the email Tom now sends that gets a 70% response rate:
Subject line: Re: 14 June 2025 at Chilham Manor — I'd love to hear more
Hi Tom and Jess,
Thanks so much for getting in touch, and what a beautiful venue — I shot there twice last year and the light in the garden is incredible in June.
I'm available for 14 June and would love to chat more about your day. A few quick questions that help me put together something useful for you:
- How many hours of coverage are you thinking? Most of my couples go for full-day (getting ready through first dance) but half-day can work well too depending on the schedule.
- Are there any specific moments you're most excited about capturing? I always ask because the answers are usually unexpected — a grandmother's reaction, the first look, the cake cutting. Helps me plan.
- Do you have a budget in mind? I know it's an awkward question but it helps me direct you to the right package. I know planning a wedding involves about forty thousand decisions right now, so no pressure to have all the answers. If you can give me a sense of the above, I'll put together a tailored quote and we can jump on a call if it makes sense. Looking forward to hearing more, Tom [Website] [Instagram] [Pricing page link]
The difference: it acknowledges the specific details, shows he's paid attention, asks useful questions, and makes the next step easy.
Three Mistakes Vendors Make
1. The auto-reply price list
Sending your full pricing in the first email is a mistake. It forecloses conversation before you understand what the client actually needs. A price list without context either scares people off or undervalues you.
2. Waiting more than 48 hours
Couples are emailing three vendors simultaneously. The first one to respond meaningfully gets the meeting. Three days is an eternity in wedding planning time.
3. Being too formal or corporate
Wedding vendors are part of the emotional experience. If your email reads like a contracts department, you're already sending the wrong signal.
The Template That Works
Here's a slightly modified version of Tom's response template you can adapt:
Hi [Name],
Thanks so much for getting in touch about your [season] wedding — I'm genuinely excited to hear more.
A few quick questions to help me put together something that actually fits what you're looking for:
[Question 1 — specific to your service]
[Question 2 — about their vision or priorities]
[Question 3 — about budget, handled gracefully]
I'd love to jump on a 15-minute call if it feels like a fit — or we can just keep emailing. However works for you.
Best,
[Your name]
Personalise the questions. Change the tone to match yours. But the structure? Non-negotiable.
This was a sample from ContentForge — I help wedding vendors get consistent, professional content that converts enquiries into bookings. From £97/mo.
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