As summer winds down, agencies, brands, and publishers shift into high gear. Fall is one of the busiest times in the creative industry-budgets reset, campaigns launch, and the lead-up to the holidays means decision-makers are booking talent fast. That also means your outreach has more competition. So how do you make sure your emails, promos, and portfolio shares don't get lost in the shuffle?

Here are seven ways to stand out this season:

1. Lead with Relevance

Generic outreach rarely gets results. Clients want to feel like you're reaching out to them specifically-not just anyone with an inbox. Take a few minutes to research who you're contacting and reference something that matters to them, whether it's a campaign they produced, a client they work with, or an aesthetic they clearly value. Tools like Agency Access make this easier by giving you direct access to up-to-date contacts across agencies, brands, and publishers-so you can find the right decision-makers and customize your approach with confidence.

2. Keep It Concise

When someone is juggling deadlines and back-to-back meetings, a long email is likely to get skipped. Keep your outreach short, scannable, and to the point. A few sentences explaining who you are, why you're reaching out, and where they can see your work is enough. Think of it as a teaser, not a full conversation. If your email is easy to digest quickly, you increase the chances of it actually being read-and responded to.

3. Show Seasonal Range

Fall is a season of transition, and brands are planning everything from cozy lifestyle shoots to holiday campaigns. If you have work that speaks to these seasonal themes, now is the time to highlight it. Even if your portfolio isn't directly tied to fall, curate your outreach around what clients are likely to be working on in the coming months. Showing you understand the seasonal rhythm of the industry not only makes your work feel timely, but also positions you as someone who gets the bigger picture of their needs.

4. Highlight One Strong Project

It's tempting to pack an email with as much work as possible, but that can overwhelm your reader. Instead, focus on one standout project that showcases your skills, your voice, and your ability to deliver. Include a single image in the body of the email or link directly to that specific project. Once you've captured their attention, clients can dive deeper into your portfolio if they want more. This focused approach keeps your outreach clean, memorable, and impactful.

5. Personalize Your Subject Line

Your subject line is your first impression-and often the deciding factor in whether your email gets opened. Skip vague headers like "New Work" and opt for something more specific. For example:

• "Bold Editorial Beauty – New Work"
• "Holiday Lifestyle Shoot – Captured in NYC"
• "Adventure Series for Outdoor Brands"

A subject line that feels personal and relevant signals that the email inside is worth opening. Think of it as the headline to your pitch-it should spark curiosity and show value right away.

6. Follow Up (Thoughtfully)

One email is rarely enough to get noticed. Creative professionals often have packed inboxes, and even if your work resonates, your message may get buried. A thoughtful follow-up a week or two later is not pushy-it's professional persistence. Keep it polite and concise, perhaps adding a new detail such as another image from the project or a quick note connecting your work to a trend you've seen in the market. Avoid repeating the exact same message, and limit yourself to one or two follow-ups. Done right, it shows commitment without creating pressure.

7. Make It Easy to View Your Work

No matter how strong your outreach is, it falls flat if your portfolio is difficult to access. Always include one clear, direct link to your work-skip large attachments that slow down inboxes. Make sure your website loads quickly, is mobile-friendly, and highlights your best projects right away. Many clients will first open your email on their phone, so that seamless experience matters. A clean, easy-to-navigate portfolio makes it simple for them to envision how your work could fit their next campaign.

The Takeaway

Outreach is a mix of timing, strategy, and persistence. This fall, focus on making your emails relevant, concise, and easy to act on. By curating your work, personalizing your approach, and following up thoughtfully, you give yourself the best chance of standing out. A few small adjustments can help your outreach rise above the noise-and put your work in front of the right people at the right time.