Follow up with new leads within 24 hours of initial contact. Keep the email under 120 words: reference the original touchpoint, briefly state the outcome you deliver, and ask one simple question. Don’t pitch in the first email—just start a conversation. Plan for 3–4 follow-ups over two weeks before sending a final close-out message.
A lead that doesn’t hear back quickly becomes a lead that goes somewhere else. These templates cover the full arc from first contact follow-up to warm prospect re-engagement—built to be short, specific, and easy to personalize.
Template 1: After an inbound inquiry
Use when someone fills out your contact form or sends a cold inquiry.
Subject: Re: Your inquiry—let’s talk [project type]
Hi [Name],
Thanks for reaching out. Based on what you shared, I think I can help with [specific thing they mentioned].
I’ve helped [type of client] with [similar project] and [one concrete result]. Happy to share more context on a quick call.
Do you have 20 minutes this week?
[Your name]
Template 2: After a referral introduction
Subject: [Referrer name] mentioned you’re working on [project]
Hi [Name],
[Referrer] suggested I reach out. I worked with them on [brief thing] and thought what you’re doing with [their project] might be a good fit for what I do.
Would a quick 15-minute call this week make sense to explore?
[Your name]
The fastest way to kill a warm referral is a slow response. If someone was just introduced to you, respond the same day. Enthusiasm is a selling point.
Template 3: Lead follow-up after no response (day 5–7)
Subject: [Name]—still interested in [project type]?
Hi [Name],
I sent a note a few days ago but wanted to make sure it didn’t get lost. Still happy to connect about [project] whenever the timing works.
Is this still on your radar, or has the project changed direction?
[Your name]
Template 4: Re-engaging a cold lead (30+ days)
Subject: Checking in—[project name] still relevant?
Hi [Name],
We chatted a while back about [project]. I’m not sure if the timing was off or if priorities shifted, but I wanted to check in.
If it’s still something you’re working toward, I have capacity coming up. If not, totally fine—just let me know so I can close this out on my end.
[Your name]
When to use each template
- Template 1: Same day as inbound inquiry
- Template 2: Within 24 hours of the referral intro
- Template 3: Day 5–7 if no reply to Template 1 or 2
- Template 4: Day 30–60 for any lead that went cold
The one rule these templates share
Every template ends with a question. Not a statement, not a pitch—a question. Questions create conversational obligation. They’re easy to reply to. And they move the lead forward without pressure.
Waco makes it easier to know when to send: it tracks when prospects open your proposals so you can follow up at peak interest. For early-stage leads, you can also track when they’ve viewed any document you’ve shared, and time Template 2 or 3 around that signal.
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