Last Updated: April 2025 • Stage 4: Get Customers • Step 4.10
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You've just received a new lead enquiry. You send a quick "Thanks, I'll get back to you" email and add a reminder to follow up in a few days. Then life happens. The reminder gets buried. The lead goes cold. Sound familiar?
Here's the uncomfortable truth: 80% of leads are lost simply because of poor follow-up. Not because your service isn't good enough. Not because your pricing is wrong. But because you didn't stay in touch consistently during those critical first two weeks.
The solution isn't working harder—it's working smarter. A simple 5-email automated sequence does the heavy lifting for you, keeping you top-of-mind whilst you focus on actually delivering your service.
This template gives you exactly that: five distinct, ready-to-use emails that turn cold enquiries into warm conversations, automatically.
What You'll Have When Done:
5 drafted email templates loaded into your automation system, ready to deploy to every new lead
Time Needed: 45 minutes
Difficulty: Beginner
Prerequisites:
Email marketing platform or CRM, basic lead capture form
On this page:
→ Quick Start: Load the Sequence (10 minutes)
→ Complete Guide: Customise All 5 Emails
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Before you start, make sure you have:
☐ Chosen your email marketing platform
☐ Completed your simple follow-up system mapping
☐ Access to your email marketing tool or CRM dashboard
Step 1: Log into your chosen platform (MailerLite, ActiveCampaign, Brevo, etc.)
Step 2: Create a new automation workflow or email sequence. Look for options like "New Automation," "Campaign," or "Workflow."
Step 3: Set the trigger to "Form Submission" or "Contact Added" (depending on how new leads enter your system). If you're using a simple CRM, this might be "New Contact Created."
Step 4: Add 5 email steps to your sequence with these delays:
Step 5: Copy the template for Email 1 from the complete guide below and paste it into your first email step. Save as draft.
[MEDIA:SCREENSHOT:email-template-structure]
Caption: The recommended structure for a 5-part follow-up sequence with suggested delays.
You've completed Quick Start when:
✓ Your automation workflow is created
✓ All 5 email steps are added with correct timing
✓ Email 1 template is pasted in (even if not fully customised yet)
✓ The workflow is saved (but not yet activated)
✅ Completed the quick version? Move on to Set Your Response Time Standard or continue below for the detailed walkthrough of what to write in each email.
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This builds on defining your simple follow-up system. You've already mapped out the stages a lead goes through—now we're filling in the actual communication that moves them through those stages.
Purpose: Confirm receipt, set expectations, and make them feel heard immediately.
Template Structure:
```
Subject: Got your enquiry, [First Name] 👍
Hi [First Name],
Thanks for getting in touch about [specific enquiry topic/service].
I've received your message and I'll get back to you with a proper response within [24 hours/2 business days].
In the meantime, here's what happens next:
You should hear from me by [specific day/time].
Thanks again for reaching out.
[Your Name]
[Your Business Name]
[Phone Number]
```
Critical Personalisation Points:
Why This Works: It's immediate, specific, and sets a clear expectation. Most businesses send nothing or send a generic "We'll be in touch." You've just differentiated yourself in the first 60 seconds.
[MEDIA:TEMPLATE:5-email-sequence-download]
Caption: Download the full copy-and-paste templates for all 5 emails.
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Purpose: Deliver genuine value without asking for anything. Build trust.
Template Structure:
```
Subject: Quick resource for [their problem]
Hi [First Name],
Whilst I'm putting together your [quote/proposal/response], I thought this might be useful.
Most people I work with struggle with [specific common problem related to their enquiry]. Here's a quick tip that helps:
[One specific, actionable piece of advice — 2-3 sentences maximum]
[Optional: Link to a helpful resource, guide, or case study]
I'll have your [quote/proposal] ready by [deadline from Email 1].
[Your Name]
```
What to Include as "Value":
Critical Rule: This email must be 100% helpful and 0% salesy. No "Book a call now" or "Limited time offer." Just pure value.
Why This Works: You're demonstrating expertise and generosity before they've paid you anything. This builds trust faster than any sales pitch ever could.
Every email needs a clear Call to Action—but in this case, the CTA is simply "Read this" or "Download this," not "Buy now."
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Purpose: Show them that others have trusted you and got results.
Template Structure:
```
Subject: How [similar client] solved [their problem]
Hi [First Name],
I wanted to share a quick story that might be relevant to your situation.
[Client Name/Type] came to me with a similar challenge: [brief description of their problem].
Here's what we did:
[2-3 bullet points of the solution]
The result: [Specific outcome — time saved, money saved, problem solved]
"[Short testimonial quote if you have one]"
I'm finishing up your [quote/proposal] and will send it over tomorrow.
[Your Name]
```
What to Include:
Why This Works: Social proof reduces risk. They're thinking "Will this work for me?" This email answers "Yes, it worked for someone just like you."
Time-Saving Positioning: Before launching this sequence, ensure the form triggering it works flawlessly. Not sure if your lead capture form is fully integrated or slowing down your page load? NetNav's audit checks the health of key website components that impact lead capture in 60 seconds.
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Purpose: Pre-emptively address the concerns that stop people from moving forward.
Template Structure:
```
Subject: Common questions about [your service]
Hi [First Name],
By now you've probably got a few questions. Here are the three I hear most often:
"How long does this actually take?"
[Your honest answer — 2 sentences]
"What if it doesn't work for my situation?"
[Your honest answer — 2 sentences]
"Is this going to be expensive?"
[Your honest answer — 2 sentences, including typical range if appropriate]
If you've got other questions, just hit reply. I read every message.
[Your Name]
```
The Three Objections to Address:
Critical Rule: Be honest. If your service takes 6 weeks, say so. If it's not cheap, explain why. Transparency builds trust; vague reassurances destroy it.
For more detailed responses, create pre-written objection handlers that you can reference or link to.
Why This Works: By Day 7, if they haven't responded, they're probably stuck on one of these three concerns. Addressing them directly often unsticks the conversation.
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Purpose: Give them a low-pressure out whilst opening the door for re-engagement.
Template Structure:
```
Subject: Still need help with [their enquiry]?
Hi [First Name],
I haven't heard back from you, which usually means one of three things:
If you still need help with [their specific enquiry], just reply to this email.
If not, no worries at all — I'll stop bothering you. 😊
Either way, I hope you get it sorted.
[Your Name]
```
Why This Works: It's the "permission to break up" email. It's low-pressure, human, and often triggers a response even if it's just "Not right now, but I'll keep you in mind."
Important: This should be the last automated email in the sequence. If they don't respond, they should be moved to a different list (e.g., "Cold Leads" or "Newsletter Only") rather than continuing to receive sales emails.
[MEDIA:SCREENSHOT:email-platform-automation-setup]
Caption: Example view of an automation workflow setup in a typical CRM (e.g., ActiveCampaign or MailerLite).
You've completed this guide when:
✓ All 5 email templates are written and customised with your details
✓ Personalisation fields (First Name, Enquiry Topic) are correctly inserted
✓ Each email includes a clear next step or CTA
✓ The sequence is loaded into your email platform with correct delays
✓ You've sent a test enquiry and confirmed Email 1 arrives immediately
🎉 Completed? Your lead nurture system is now live. That single automation puts you ahead of 90% of your competition. You're ready for Set Your Response Time Standard.
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Problem: The templates sound too robotic or generic.
Fix: Inject a personal story or a single, human anecdote in Email 2. Use casual language and avoid excessive marketing jargon. Read each email out loud—if it sounds like a robot wrote it, rewrite it in your own voice.
Problem: I don't know what value to add in the middle emails.
Fix: Go back to your core customer problems (Stage 1) and dedicate one email to solving one small, high-impact problem without needing a sale. Think: "What's one thing I could tell them right now that would make their day easier?" That's your Email 2 content.
Problem: Leads go cold after Email 3 and unsubscribe.
Fix: Ensure the unsubscribe button is clear (it's legally required anyway), and make the final two emails purely helpful/low-pressure check-ins ("Did you still need help?" instead of a direct sales pitch). If people are unsubscribing, your emails are too pushy or too frequent. Dial back the sales language.
If you're running into deliverability issues—or if your new leads aren't even getting this sequence—there might be an underlying technical issue with your domain authentication (SPF/DKIM). NetNav includes a simple check to ensure your domain is authorised to send emails correctly, saving you hours of headache.
For more detailed help with email setup and deliverability, see our full guide on Email Marketing Basics for Micro Businesses.
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Immediate Next Step:
→ Set Your Response Time Standard — Formalise your speed of response and commit to clear lead handling times.
Go Deeper:
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You've completed setting up your critical lead nurturing sequence—a massive step towards customer acquisition. NetNav can audit your entire site across 9 pillars in 60 seconds, verifying that the website itself is optimised to bring in the quality leads this sequence deserves.
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