Most service businesses don’t lose jobs because their price is wrong. They lose them because nobody followed up. A simple follow-up email sequence fixes that, and once it’s set up, it runs every day without anyone remembering to hit send.
Here are the five emails we set up first for almost every client, what each one should say and when it should go out.
1. The instant reply
When: Within a minute of a form fill or booking request.
This email confirms you got their request, tells them what happens next and gives them a way to reach you sooner. It buys you time while you call them back, and it stops them from filling out three competitors’ forms while they wait.
Keep it short:
- Thank them by name
- Say who will contact them and roughly when
- Add your phone number and a link to book a time directly
Pair it with a text. Email is great for detail, but a text gets seen first. Our post on speed to lead explains why the first five minutes matter so much.
2. The quote follow-up
When: Two days after you send a quote, then again at five to seven days.
This is the email that makes the most money, and it’s the one most businesses skip. People rarely say no to a quote. They just go quiet because they’re busy, comparing options or unsure about one detail.
A good quote follow-up:
- Asks if they have any questions about the quote
- Answers one common worry, like timing, warranty or financing
- Makes the next step easy: “Reply YES and we’ll get you on the schedule”
The second follow-up can be even simpler: “Still thinking it over? Happy to walk through the options on a quick call.”
3. The appointment reminder
When: The day before the appointment, plus a text the morning of.
No-shows cost you a time slot you can’t sell again. A reminder email should confirm the date, time window, address and anything the customer needs to do, like clearing access to the unit or putting pets away. Include a link to reschedule. A rescheduled job is far better than a wasted trip. Our SMS marketing guide has reminder text examples.
4. The review request
When: The same day the job is done, ideally within a few hours.
The best time to ask for a review is while the customer is still happy and the work is fresh in their mind. Thank them, tell them reviews help a small business like yours, and give them a direct link to your Google review page. One click is the goal.
If they don’t leave one, send one gentle reminder three to five days later, then stop. More on this in our guide to getting more Google reviews without being pushy.
5. The check-in that brings them back
When: Based on your service cycle: 6 months, 12 months or the start of a season.
Your past customers are your cheapest source of new jobs. An HVAC company can send a pre-season tune-up reminder. A cleaning company can check in after 30 days. A restaurant can send a birthday offer. This email keeps you top of mind so they don’t go searching on Google next time and find a competitor.
How to set this up
You don’t need a big marketing team. Most CRMs built for local businesses, including GoHighLevel, HubSpot and Jobber, can trigger these emails automatically from a form fill, a quote status, a calendar booking or a job marked complete.
A few rules we follow:
- Send from a real person’s name, not “noreply”
- One message, one clear next step
- Stop the sequence as soon as they reply, book or pay
- Write like you talk, then cut it in half
Follow-up emails are the third piece of a simple local business marketing funnel: ads bring people in, the landing page turns them into leads and follow-up turns leads into customers.
FAQ
For a quote, two or three over about ten days is plenty. After that, move them to a monthly or seasonal list instead.
Both. Use text for anything time-sensitive and email for detail, links and anything they may want to refer back to.
Personal, one-to-one style emails sent right after someone contacts you tend to get far higher open rates than newsletters. If yours are low, check your subject lines and your sender name first.
The bottom line: Set up this follow up email sequence once and it keeps working while you’re on the job.
Want this follow up email sequence running on autopilot?
We’ll write and set up a follow-up sequence that matches how your business actually works, from first inquiry to repeat customer. Request a proposal.