Practical guide

Know where every reply goes before you send.

The useful part of a follow-up is not the message. It is knowing exactly where each kind of reply will go before you send it. Below: the routing plan, then sample wording you edit and approve yourself.

The routing plan

Fill this in before any sequence is approved. If a row is empty, do not send.

Booking: Where does a "yes, book me" go? A booking link, or a named person who calls back within a day.
Question: Who answers, from which inbox, by when?
Not now: Recorded as a hold. No further touches until the date they give.
Stop: Becomes an explicit restriction for that address on that channel. Nobody asks again.
Bounce: That address is marked unavailable. No other address for the same person is touched.
Silence: The sequence ends after the last touch. Silence is not a reason to add a fourth.

Sample wording

Sample email copy only, for your own prior contacts. Edit every line so it sounds like you; you approve every message before it goes anywhere.

Home services

Trades, cleaning, landscaping, home improvement. Past quotes and jobs.

Touch 1 · a quiet check-in

Hi {first name},

You asked us about {service} a while back. If it is still on the list, I can send an up-to-date quote. If not, no problem at all.

{Your name}
{Business}

If you would rather not hear from us, use the unsubscribe link below and we will stop.

Touch 2 · one useful thing

Hi {first name},

One thing worth knowing before {season}: {one practical tip}. If you want us to take a look, reply and we will find a time.

{Your name}

Unsubscribe link below.

Touch 3 · last note

Hi {first name},

Last note from me. If the timing is wrong I will leave it there. If it is right, reply with a day that suits and we will book it in.

{Your name}

Unsubscribe link below.

Agencies and consultancies

Past proposals and enquiries from businesses.

Touch 1 · a quiet check-in

Hi {first name},

We spoke about {topic} last {period}. If it is back on your agenda, happy to pick it up where we left it.

{Your name}

Unsubscribe link below.

Touch 2 · one useful thing

Hi {first name},

A short note on {relevant change}. It may affect {their situation}. If a fifteen-minute call would help, reply and I will send times.

{Your name}

Unsubscribe link below.

Touch 3 · last note

Hi {first name},

I will stop here. If {topic} comes up again, reply any time and we will pick it up.

{Your name}

Unsubscribe link below.

Property and lettings

Past valuations, viewings and enquiries.

Touch 1 · a quiet check-in

Hi {first name},

We valued {property or area} for you last {period}. If you are still thinking about it, I can update the figure. If not, no problem.

{Your name}

Unsubscribe link below.

Touch 2 · one useful thing

Hi {first name},

A quick note on what has changed in {area} since we spoke. If it helps to talk it through, reply and I will send times.

{Your name}

Unsubscribe link below.

Touch 3 · last note

Hi {first name},

Last note. If the timing is off I will leave it there. Reply whenever it suits.

{Your name}

Unsubscribe link below.

This library is sample wording, not legal advice. It does not make any contact lawful to message and it does not promise a reply. Review it against your sector, your location and the restrictions in your own audit before anything is sent.

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