Follow-Up

Most leads don't convert on the first visit.

Email campaigns, list segments, and automated flows built around your actual customer base, so a person who isn't ready today doesn't just disappear. Connected to your CRM where you have one.

What this covers
CampaignsOne-off and recurring sends, written for your audience
SegmentsSplit by what actually matters, not a generic list
AutomationTriggered by real behavior, a fill, a cart, a missed follow-up
The Problem

A lead that goes cold is spend you already paid for.

Ads and search bring someone to the door once. What happens after that first visit, whether anyone follows up, whether the next message actually fits where that person is, usually decides if the spend to get them there was worth it.

What's Included

Built for your base, not a generic template.

01

Campaigns

One-off and recurring sends, written for your audience and your offer, not a generic newsletter template.

02

Segments

Your list split by what actually matters, purchase history, engagement, stage in the funnel, so the message fits the person.

03

Automation

Flows triggered by behavior, a form fill, an abandoned cart, a missed follow-up, separate from one-off commercial sends and CRM connection where you already have one.

What we need from you: access to your email platform (or we help you pick one), and your existing list if you have one. No product photos required, though they help if you want campaigns to match your other creative.

What You'd Actually Get

A flow map first, then your own numbers.

What you'd get first is a map of the flows that make sense for your business and your list size, and, once sending, the real engagement and conversion numbers from your own account. Here is one short flow written out, so you can see what a flow map contains.

Demonstration

A three-email flow drafted for a fictional business, to show the structure: what sets each email off, what it is for, and what it asks next. It is not running for anyone, and the copy below is a sketch, not a finished send.

Trigger: enquiry, no reply after 2 days
"The part most people ask us about first"
Objective
Answer the question that stalls the decision, usually price range or how long it takes, before asking for anything.
Next step
Reply to this email. No booking link yet.
Trigger: 4 days later, still no reply
"How this usually goes"
Objective
Remove uncertainty about the process itself: what the first conversation covers and what it does not commit them to.
Next step
Book a time, with the length stated.
Trigger: 10 days later, no reply
"Should I close this off?"
Objective
Give an easy exit. A clear no is more useful than a contact who quietly stops opening.
Next step
Reply either way, or do nothing and the sequence stops.

Every email states its trigger, what it is trying to do and what it asks for next. Which flows are worth building depends on your list size and how people actually buy from you, so the map comes before anything gets written.

How It Connects

Follow-up only works if there's a signal to follow up on.

The flows here are triggered by what happens on your site or landing pages, a form fill, a quote request, an abandoned checkout, and fed by the same research that shapes everything else.

Process & Scope

Map the flows, then build what matters first.

Not every business needs the same set of flows. Scope depends on list size, what platform you're already on, and what's already connected.

01

Audit the list & platform

What's already there, what's deliverable, and what's connected to your CRM or store.

02

Map the flows

Which triggers actually matter for your funnel, built around real behavior, not a generic template pack.

03

Build & connect

Campaigns and automations live in your own email platform and CRM.

04

Report

Opens, clicks and conversions from your own sends, reported honestly even when a flow underperforms.

FAQ

Common questions

No. If you don't have one yet, the first step is setting up capture on your site and forms, list growth comes before segmentation or automation.
Yes. Automated flows run on triggers, like a cart abandonment or a missed follow-up. Commercial sends and newsletters are planned and sent on a schedule. Both matter, and they're treated differently.
Where you already have one, yes, scoped to what that CRM supports. If you don't have one, we'll tell you honestly whether you need one before recommending anything.

Let's see what's actually happening to your leads after the first contact.

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