Follow-Up Sequence

Most people worry about follow-ups sounding automated. The real problem is silence — most sales happen between the second and fifth contact, but most businesses follow up once, if at all. A slightly imperfect automated follow-up beats the perfect one you never sent.

A typical rhythm: instant reply when the enquiry lands, a check-in after 24 hours, another at three days, one more at a week. Then stop. The sequence also has to stop the moment someone replies, books, or opts out. Nothing torches trust like a “just checking in” after they’ve already said yes.

How to sound human: use their name, reference what they actually asked about, and write the way you’d text — not “Dear valued customer”. Two or three well-timed, genuine-sounding messages beat ten generic ones every time.

One legal note: every commercial message needs a working way to opt out. That’s the law in Australia, not a nice-to-have.