What’s inside
Every stage of the follow-up, covered
Twenty emails, grouped by where a lead is in your pipeline. Copy the one that fits, fill in the highlighted bits, and read it back once before you send.
01
New leadsReply quickly, show you’ve read their message and make it easy to book a call.
Day 0 to 302
Engaged leadsStay useful and move them towards a call.
Days 3 to 1003
Cold leadsA nudge sequence over two to three weeks, each email shorter and easier to reply to.
Days 3 to 2104
Hot leadsBe clear, be helpful and make the next step easy.
Proposal to signed05
Referrals & lost leadsPast clients, referrals and the ones that got away.
OngoingBefore you start
Five rules that make them work
Most enquiries don’t go cold because the email was wrong. They go cold because nobody sent the second one.
01
Reply within 24 hours
Speed matters more than polish. A quick, warm reply beats a perfect one sent three days later.
02
One email, one job
Every template has a single goal: book a call, send a quote or get an answer.
03
Make the first two lines about them
Mention their business, their website or something they said, so they know you’ve read their message.
04
Keep going until you get an answer
Most sales are won between the third and seventh contact. Stopping after one email leaves work on the table.
05
Log every send in your CRM
Move the lead to its new stage after each email, so you always know who’s next and nobody gets missed.
