Why your follow-ups aren't working
You got an enquiry on Tuesday. A couple found you on Instagram, loved your work, and filled out your contact form. You replied the next morning with your pricing and availability. Then nothing. A week passes. You send a follow-up. Still nothing. Another week. You send one more. Silence.
You assume they booked someone else. Maybe they did. But here is the uncomfortable truth: in most cases, the problem is not that they chose a competitor. The problem is that your emails are not giving them a reason to reply.
Wedding videographer follow-ups fail for three consistent reasons:
- They are too slow. Research from wedding industry surveys consistently shows that the first vendor to respond to an enquiry books the job more than 50% of the time. If you are replying the next day, you have already lost ground to the videographer who replied in 20 minutes.
- They are too generic. "Hi, just following up on my previous email!" is not a follow-up. It is a reminder that you exist, and it gives the couple nothing new to respond to. Every email needs to add value or move the conversation forward.
- They focus on you, not them. Your email is about your packages, your availability, your pricing. But the couple does not care about your business. They care about their wedding. Every email should be framed around their day, their vision, their experience.
The good news is that fixing this does not require being a brilliant writer. It requires having a system: the right email at the right time, with the right tone. Below are templates for every stage of the wedding videography booking process, written specifically for UK videographers.
The initial enquiry response (within 1 hour)
This is the most important email you will ever send. Not because of what it says, but because of when it arrives. Speed is everything at this stage. The couple has likely enquired with three to five videographers simultaneously. The first thoughtful response wins their attention.
The goal of this email is not to close the booking. It is to start a conversation. You want them to reply, not to sign a contract.
Subject: Your [venue name] wedding - would love to hear more
Hi [first name],
Thank you so much for getting in touch about your wedding at [venue]. I have filmed there before and it is a gorgeous spot, especially [specific detail about the venue, e.g., "the courtyard during golden hour" or "the ceremony room with those huge windows"].
I would love to chat about what you are looking for. Every couple is different, and I find a quick call or video chat (15 minutes, nothing heavy) is the best way to make sure I am the right fit for your day.
Are you free for a quick chat this week? I am available [two or three specific time slots].
In the meantime, here is a recent film from a wedding with a similar vibe to yours: [link to relevant portfolio piece]
Looking forward to hearing from you.
[Your name]
Why this works: It is personal (venue name, specific detail). It asks a low-commitment question (a 15-minute chat, not a booking). It provides social proof (a relevant portfolio link). And it gives them specific times, which makes replying easy.
Key rules for the initial response:
- Reply within one hour. If you cannot do this manually, set up an auto-response that acknowledges the enquiry and promises a personal reply within a few hours. Something is better than silence.
- Reference their specific details. If they mentioned their venue, their date, or their style, use it. This immediately separates you from the videographer who sent a copy-paste price list.
- Do not lead with pricing. This is counterintuitive, but pricing in the first email reduces your response rate. It gives them a reason to say no before they have had a chance to connect with you as a person. Save the detailed pricing for the call or the second email.
- Include one portfolio link. Not your entire website. One film that matches their vibe. Curation shows that you listened.
The follow-up when they go quiet
Three days have passed since your initial reply and you have heard nothing. This is normal. Couples are overwhelmed with wedding planning. Your email is sitting in an inbox alongside messages from florists, venues, caterers, and their mum's opinion on table centrepieces.
The mistake most videographers make here is sending a timid "just checking in" message. Instead, add something new to the conversation.
Subject: Quick thought about your [month] wedding
Hi [first name],
I know wedding planning is a whirlwind, so no pressure at all. I just wanted to share something I thought you might find useful.
I put together a short guide on [relevant topic, e.g., "how to plan your wedding day timeline so you get the best light for photos and video"]. You can have a look here: [link]
If you are still thinking about videography for your day, I would genuinely love to chat. No sales pitch, just a conversation about what matters to you.
Either way, congratulations on the engagement and enjoy the planning!
[Your name]
Why this works: It does not chase. It gives. You are offering value (a useful guide) without asking for anything. This positions you as helpful rather than desperate, and it keeps you in their inbox in a positive way.
If they still do not reply after this email, send one final message about a week later:
Subject: Closing the loop on your enquiry
Hi [first name],
I completely understand if you have gone in a different direction or if videography is not the right fit for your day. No hard feelings at all.
I am going to close out your enquiry on my end, but if things change or you want to chat in the future, my door is always open. Just reply to this email and I will be here.
Wishing you both an amazing wedding!
[Your name]
Why this works: The "closing the loop" email is remarkably effective. It triggers a psychological response. People do not like loose ends. By politely saying you are moving on, you often prompt a reply from couples who were genuinely interested but got distracted. This single email recovers more lost enquiries than any other in the sequence.
The booking confirmation
They said yes. The contract is signed, the deposit is paid. This email sets the tone for your entire working relationship. Get it right and the client feels confident they made the perfect choice. Get it wrong (or skip it entirely) and buyer's remorse creeps in.
Subject: You're booked! Here's what happens next
Hi [first name] and [partner's name],
I am so thrilled to be part of your wedding day on [date]. Thank you for trusting me with something so important.
Here is a quick overview of what happens from here:
1. Your date is now secured in my calendar. I do not double-book, so [date] is all yours.
2. About 6-8 weeks before the wedding, I will send you a short questionnaire about your day. This covers the timeline, key moments you do not want to miss, and any special requests.
3. Two weeks before the wedding, we will have a final check-in call to go over everything.
4. On the day, I will arrive at [time] and you do not need to worry about a thing.If anything changes between now and then, or if you have questions at any point, just reply to this email. I am always happy to help.
Congratulations again. This is going to be brilliant.
[Your name]
Why this works: It eliminates uncertainty. The couple now knows exactly what to expect and when. It reinforces their decision by showing professionalism. And it gives them a single point of contact (this email thread) for any questions.
Pre-wedding check-in
This email goes out six to eight weeks before the wedding. By this point, the couple's stress levels are climbing. Vendors are sending final invoices, family members are causing drama, and the weather forecast is becoming an obsession. Your job with this email is to be a calm, reassuring presence.
Subject: [Date] is getting close - a few quick things
Hi [first name],
I hope wedding planning is going well (and that you are finding time to actually enjoy the process!).
With your day approaching, I have a few things I would love to get from you when you have a moment:
1. Your final day timeline (or the latest draft - it does not need to be perfect)
2. Any key family groupings or moments you definitely want captured
3. Details for the venue contact and your photographer (so I can coordinate with them on the day)
4. Any songs, readings, or surprises that I should be ready forI have attached a short questionnaire that covers all of this. Most couples fill it in over a cup of tea in about 10 minutes.
And a gentle reminder: the remaining balance of [amount] is due by [date]. I have attached the invoice for easy reference.
Cannot wait for your day. It is going to be incredible.
[Your name]
Why this works: It is practical and warm. It batches everything the couple needs to do into one clear email, reducing the number of back-and-forth messages. The balance reminder is tucked in naturally rather than being the focus, which keeps the tone positive.
Timing matters here. Send this on a Tuesday or Wednesday morning. Couples are more responsive mid-week when they are not consumed by weekend planning activities.
Post-delivery follow-up
You have delivered the final film. The highlight reel is uploaded, the full edit is shared, and you are waiting for a reaction. This is an emotional moment for the couple. They are reliving one of the best days of their lives. Your email should honour that moment without rushing to the next thing.
Subject: Your wedding film is ready
Hi [first name] and [partner's name],
Your film is ready, and I genuinely cannot wait for you to see it.
Here is your private viewing link: [link]
A small suggestion: watch it together, on a proper screen if you can, with a good cup of tea (or something stronger). The first watch is special, and you only get to experience it once.
If you would like any adjustments or have questions about sharing the film with family, just let me know. I want you to be completely happy with everything.
It was a genuine honour to be part of your day. Thank you for trusting me with it.
[Your name]
Why this works: It creates an experience around the delivery, not just a transactional handoff. The suggestion to watch together on a proper screen increases the emotional impact, which leads to stronger reactions, which leads to better reviews and referrals. This is marketing disguised as care, and it is genuine.
Wait at least three to five days after delivery before sending any follow-up. Let them process the emotion before you ask for anything.
The review request
Reviews are the lifeblood of a wedding videography business. But asking for them feels awkward, so most videographers either do not ask or send a half-hearted request that gets ignored. The key is to make it easy and to ask at the right moment.
Send this five to seven days after delivering the final film. The couple has had time to watch it, share it with family, and process the emotions.
Subject: A small favour (only if you have 2 minutes)
Hi [first name],
I hope you have had a chance to watch your film a few times by now (and maybe shed a tear or two with the family!).
I have a small favour to ask. If you are happy with the film, would you mind leaving a quick review on [Google / your preferred platform]? It does not need to be long. Even a sentence or two makes a huge difference for small businesses like mine.
Here is a direct link to leave a review: [link]
And if there is anything about the film you would like adjusted, please tell me first! I would much rather fix something than have you feeling anything less than thrilled.
Thank you again for having me at your wedding. It really was a beautiful day.
[Your name]
Why this works: It acknowledges the emotional context (watching with family). The "only if you have 2 minutes" framing reduces the perceived effort. The direct link removes friction. And the offer to fix things first shows confidence and integrity, which paradoxically makes people more likely to leave a positive review.
Additional tips for maximising review conversion:
- Send the direct review link. Do not send them to your Google Business profile and expect them to find the review button. One click to the review form. That is it.
- Suggest what to mention. Without being prescriptive, you can say something like "If it helps, couples often mention what they liked most about the film, what the experience was like working together, or a specific moment that stood out." This gives them a starting point and reduces the blank-page problem.
- Follow up once. If they do not leave a review within a week, send one gentle reminder. After that, let it go. Pushing harder damages the relationship.
Automating without losing the personal touch
Every template above is designed to feel personal. But if you are handling 20 or more weddings per year, sending each of these manually is not realistic. The answer is automation, done carefully.
The goal of automation is not to remove yourself from the process. It is to handle the predictable parts so you can focus your energy on the parts that actually need a human touch.
Here is what you can safely automate:
- The initial acknowledgement. An auto-response that arrives within minutes of an enquiry, confirming you received their message and will reply personally within a few hours. This buys you time without losing the speed advantage.
- The booking confirmation. Once a contract is signed, the confirmation email can be triggered automatically. The content is standardised because the process is the same for every booking.
- The pre-wedding questionnaire. Set a trigger for six weeks before the wedding date. The email goes out automatically, the questionnaire link is included, and the balance reminder is calculated from your invoicing system.
- The review request. Five days after you mark a project as delivered, the review request sends automatically.
And here is what you should never automate:
- The personalised initial reply. The first real email to a couple must reference their specific details. Automate the acknowledgement, but write the actual reply yourself.
- The follow-up when they go quiet. This needs to feel human. A generic "just checking in" automated email will do more harm than good.
- The delivery email. This is an emotional moment. Write it fresh each time, even if the structure is similar.
Most CRM and client management tools designed for creatives can handle this kind of selective automation. The key is to build your templates once, set the triggers, and then review each automated email before it sends. Some tools let you queue emails for review rather than sending them instantly, which gives you the efficiency of automation with the safety net of a human eye.
Tools like Clients Cut are being built specifically around this balance, letting videographers automate the administrative emails while keeping full control over the ones that matter most. The right system should save you time without making your clients feel like they are talking to a robot.
One final point: whatever system you use, track your response rates. If your initial enquiry reply is getting responses from 60% of couples but your follow-up is only getting 10%, you know exactly where to focus your attention. Most videographers never measure this because their emails are scattered across Gmail threads and WhatsApp conversations. Even a simple spreadsheet that tracks enquiry date, first reply date, and outcome will reveal patterns you never knew existed.
The difference between a videographer who books three weddings a month and one who books six is rarely the quality of their work. It is almost always the quality and consistency of their communication. These emails are not just admin. They are the backbone of your business.