JBMOnboard360 / Lead follow-up email templates
Free templates
Lead follow-up email templates you can copy today.
Ten short follow-up emails for service businesses: clinics, med spas, salons, agencies, consultants and franchise locations. Each one has a subject line, when to send it, and the text. Replace the words in [brackets] and send.
Before you copy
Five rules for a follow-up email that gets a reply
- One question per email. "Would Tuesday or Thursday suit you better?" gets more replies than three paragraphs and a link.
- Use their words. Refer to what they asked about, in the way they asked it.
- Make the next step small. A 10-minute call or a reply with a preferred day is easier than "book a consultation."
- Stop when they say stop. Include a plain way to opt out, and honor it. For marketing emails in the US, the CAN-SPAM Act requires a working opt-out and your physical address.
- Never put health details in email follow-ups. If you're a healthcare provider, don't repeat symptoms, treatments or conditions in a follow-up email. Ask the person to call or to use your secure intake form.
A simple follow-up cadence
Most enquiries that go quiet do so after the first attempt. A written cadence fixes that. A sensible starting point for a service business:
| When | Channel | Template |
|---|---|---|
| Within the hour | Phone call, then email | 1. First reply |
| Same day, if no answer | 2. Missed you on the phone | |
| Day 2 | 3. Answer the likely question | |
| Day 4 | Phone call, then email | 4. Two times to choose from |
| Day 7 | 5. Anything holding you back? | |
| Day 14 | 6. Closing the loop | |
| After a consultation | 7. Recap and next step | |
| After a no-show | 8. Missed appointment | |
| Quote or proposal sent | 9. Proposal follow-up | |
| Lead went cold 60–90 days ago | 10. Re-engage an old lead |
Why "within the hour"? See our speed to lead statistics guide for what the research measured and what it didn't.
The templates
Ten lead follow-up emails
1 · Within the hour
First reply
Subject: Your question about [service]
Hi [first name], Thanks for getting in touch with [business] about [service]. I'm [your name], and I'll look after your enquiry. [One-sentence answer to what they asked, e.g. "Consultations take about 20 minutes and are free."] Would you like a quick call to find a time? Just reply with the best number and time of day. [Your name] [Business] · [phone]
2 · Same day
Missed you on the phone
Subject: Tried to call you, [first name]
Hi [first name], I tried you on [phone number ending 1234] a little earlier about [service]. No problem if it wasn't a good time. If email is easier, reply with a couple of days that work and I'll suggest a time. [Your name]
3 · Day 2
Answer the likely question
Subject: What [service] costs at [business]
Hi [first name], Most people who ask about [service] want to know three things, so here they are: · Price: [starting price or range] · Time: [how long it takes / how many visits] · Next step: [e.g. a free 20-minute consultation] If that sounds right, reply "yes" and I'll send two times to choose from. [Your name]
4 · Day 4
Two times to choose from
Subject: Tuesday or Thursday?
Hi [first name], I can hold one of these for you: · [Day, date] at [time] · [Day, date] at [time] Reply with 1 or 2, or tell me what works better. [Your name]
5 · Day 7
Anything holding you back?
Subject: Quick question
Hi [first name], I haven't heard back, which usually means one of three things: the timing is off, the price is a question, or you've already sorted it elsewhere. If it's one of the first two, reply and I'll see what I can do. If it's the third, no hard feelings, just let me know and I'll stop emailing. [Your name]
6 · Day 14
Closing the loop
Subject: Should I close your enquiry?
Hi [first name], I'll close your enquiry about [service] this week so you don't keep hearing from me. If you'd still like to go ahead, now or later, reply to this email any time and it comes straight to me. [Your name]
7 · After a consultation
Recap and next step
Subject: Following up on today
Hi [first name], Thanks for coming in today. As promised, here is the plan we discussed: [service/package name], [number of visits], [price]. When you're ready, reply with a preferred start date, or call us on [phone]. [Your name]
8 · After a no-show
Missed appointment
Subject: We missed you today
Hi [first name], We had you booked for [time] today and didn't see you. I hope everything's okay. Would you like to rebook? Reply with a day that works, or book here: [booking link]. [Your name]
9 · Proposal sent
Proposal follow-up
Subject: Questions on the proposal?
Hi [first name], I sent the proposal for [project] on [date]. Most clients have a question or two about [scope / timeline / payment schedule], so I've kept [day] at [time] free for a 15-minute call. Does that work, or is there a better time? [Your name]
10 · 60–90 days later
Re-engage an old lead
Subject: Still thinking about [service]?
Hi [first name], You asked us about [service] back in [month]. Since then we've [one genuine update: new location, new hours, new service]. If it's still on your list, reply and I'll send current availability. If not, reply "stop" and I'll take you off our list. [Your name]
For healthcare providers: keep these templates generic. Don't add diagnoses, symptoms or treatment details to email follow-ups or to WhatsApp. Our HIPAA intake forms page covers where that information belongs.
Make it stick
Templates only work if someone sends them
The hard part of follow-up isn't the wording; it's remembering. In JBMOnboard360 every lead has an owner and a next follow-up date, the follow-up queue shows what's due, and a daily digest by email and in the app lists overdue leads each morning. Leads from Meta lead ads, Google lead forms, website forms and inbound WhatsApp all arrive in one inbox. When a client messages you on WhatsApp first, the AI concierge answers from your knowledge base and books a callback. It does not make calls or send SMS.
The lead inbox and follow-ups come with the Business plan at $399 per location per month billed annually ($499 monthly), unlimited users. Read more on lead follow-up software.
Questions
Follow-up email questions
Is there a long-term contract?
You choose. Annual plans are a 12-month commitment at the lower annual price, and your price is locked for the term. Monthly plans cost more, and you can cancel them at any time.
How many times should you follow up with a lead?
There is no single right number. A common pattern for service businesses is five or six attempts over two weeks, mixing calls and emails, then a final email that closes the loop. Stop as soon as the person asks you to.
How soon should the first follow-up go out?
Within the hour during opening hours, and faster if you can. Research on online leads found contact rates drop sharply in the first hour, although it measured B2B leads.
Can I use these templates for patients?
Yes, as long as you keep them generic. Don't include health information such as symptoms, conditions or treatments in follow-up emails or messages.
Do I need an unsubscribe link in a follow-up email?
For commercial email in the US, the CAN-SPAM Act requires a clear way to opt out and your physical postal address. A personal one-to-one reply to someone's enquiry is treated differently from marketing; ask your advisor if unsure.
Keep reading
Related pages
Source: FTC, CAN-SPAM Act: A Compliance Guide for Business, checked October 2026. Nothing on this page is legal advice.
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