One Client, Multiple Sessions
A maternity client is not a one-session client. She is a 3-5 session client over the next year if you set up the pipeline correctly. Maternity leads to newborn. Newborn leads to milestone sessions. Milestone leads to first birthday. First birthday leads to annual family portraits.
The key is automated follow-ups at the right moments.
The Pipeline Stages
Stage 1: Maternity Session (28-34 weeks)
When a maternity client books, capture the due date as a custom field in their creavio client record. This date drives every automation that follows.
During the maternity session, mention your newborn services. Plant the seed: "I would love to photograph your baby once they arrive. I will send you information when it gets closer."
Stage 2: Newborn Pitch (2 weeks before due date)
Set up a creavio automation that triggers 2 weeks before the due date:
"Your due date is getting close! If you are interested in a newborn session, now is the perfect time to reserve your spot. Newborn sessions are best within the first 14 days. Here is what to expect: [link to newborn info on your website]. Reply to this email or book directly here: [booking link]."
Offer a maternity client discount or bundled pricing: "Since you are already a client, I have a special rate for your newborn session." Track the discount in the invoice notes.
Stage 3: Birth Notification
When the client tells you the baby has arrived (or you see the announcement), update their record in creavio. Add the baby's name and birth date as custom fields. Confirm the newborn session date (ideally within 5-14 days of birth).
Stage 4: Newborn Session
Shoot and deliver the newborn gallery through creavio Collections. See the newborn photographer guide for detailed session workflow.
Stage 5: Milestone Follow-Ups
Set up automated emails based on the baby's birth date:
- 3 months after birth: "Your baby is 3 months old! Smiling, alert, and perfect for a milestone session."
- 5 months: "Almost sitting up! Sitter sessions are one of my favorites."
- 11 months: "First birthday coming up! Let's plan a cake smash session."
- 23 months: "Almost 2! Time for another round of photos."
Each email includes a direct booking link and one sample image from a previous milestone session.
Setting Up the Automation
In creavio
- Create a custom field: "Due Date" or "Baby Birth Date"
- Build an automation workflow triggered by the date field
- Add email steps at each milestone interval
- Include a booking link in every email
- Add a "stop" condition: if the client has already booked the next session, skip the reminder
Tracking Conversions
Tag clients as they move through the pipeline: "maternity-client," "newborn-booked," "3mo-milestone," "sitter-session," "cake-smash." Run a report on these tags quarterly to see your conversion rate at each stage.
Revenue Impact
A maternity client who books through the full pipeline represents $2,000-5,000 in total revenue over 12-18 months. Compare that to the $300-500 of a single maternity session. The pipeline multiplies your client value by 5-10x without any additional marketing spend.
This is not aggressive upselling. It is meeting your clients at the moments that matter in their lives. They want these photos. Your job is to remind them at the right time.