Guide
Follow-up automation sequences, with templates
Ready-to-adapt follow-up sequences for new enquiries, quotes, no-shows and past clients: timing, channel, wording, and the rules that keep them helpful rather than annoying.
VAULT 33|27 · Updated 12 November 2026 · Reviewed 12 November 2026 · 3 min read
Three rules for every sequence
- Any reply stops the sequence and alerts a person. Automation starts conversations; people continue them.
- Every message must be useful on its own: an answer, a reassurance, a next step. Never "just checking in".
- Service is not marketing. Following up an enquiry or quote someone asked for is service. Promotions to past clients are marketing and need the right consent, especially by text, email and WhatsApp.
Adapt the wording to your voice and your industry. Replace anything in [brackets].
Sequence 1: new enquiry, no booking yet
| When | Channel | Message |
|---|---|---|
| Instantly | Email or the channel they used | "Thanks [Name], we have your enquiry about [service]. [One-line answer to the most common question.] You can book a time that suits you here: [link]. [Person] will also call you [today / tomorrow morning]." |
| Same day | Phone | A call from a person. If no answer, leave a short message and send the next text |
| Day 1 | Text or WhatsApp | "Hi [Name], [Person] from [Business]. Tried to call about your [service] enquiry. When is a good time? Or book here: [link]" |
| Day 3 | Something useful: what to expect, typical timeline, an answer to a common worry, with the booking link | |
| Day 7 | "Should we keep your enquiry open? Reply 'yes' and we will be in touch, or 'not now' and we will close it." |
Sequence 2: quote sent, no decision
| When | Message |
|---|---|
| Day 2 | "Did the quote make sense? Happy to go through anything, or adjust it if your plans have changed." |
| Day 5 | Reassurance: what is included, guarantee or warranty, how the work is done, a short example of similar work |
| Day 10 | "Should we hold the quote and your preferred dates, or close it for now? Either is fine, just let us know." |
Sequence 3: booking confirmed
| When | Message |
|---|---|
| Instantly | Confirmation with date, time, address, what to prepare, and how to reschedule |
| Day before | Reminder with the same details and a one-tap reschedule link |
| Two hours before (optional) | Short reminder for high-value or high no-show appointments |
Sequence 4: no-show
| When | Message |
|---|---|
| Same day | "Sorry we missed you today, [Name]. Things come up. Would you like to rebook? [link]" |
| Day 3 | One gentle reminder with the booking link, then stop |
Sequence 5: after the job
| When | Message |
|---|---|
| Day 1 | Thank you, and how to contact you if anything is not right |
| Day 3 | Review request with a direct link, sent to every client, not only the happy ones |
| When the service is due again | A useful reminder, for example a certificate renewal, check-up or service interval, if they agreed to hear from you |
Channel and consent notes
- Replies to someone who contacted you are service messages.
- Marketing by email or text generally needs consent under UK and EU rules, with a limited "soft opt-in" exception in the UK for existing customers about similar products, if they had a chance to opt out.
- WhatsApp requires opt-in before you message people first, and approved templates outside the 24-hour window. See our WhatsApp guide.
- Always offer an easy way to opt out, and honour it everywhere.
Measure each sequence
Track for each sequence: how many people entered, how many replied, how many booked or bought, and how many opted out. Change one message at a time and compare.
We build these sequences in your CRM through workflow automation, with every message logged on the client record.
Sources
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