Sales follow-up templates: texts and emails that get replies

Most deals aren’t lost to a better competitor. They’re lost to silence: the quote that never got a second message, the lead who didn’t pick up and never heard from you again. The fix is a set of follow-ups you can send in seconds, so following up stops depending on whether you remembered.

Below are 24 templates grouped by situation, each with an email or longer version and a short SMS version. Swap the merge tags (like {first_name}) for your own fields, and edit at least one line so it sounds like you.

Before you send: consent basics

Texting and email are regulated differently, so check two things first. This is general information, not legal advice.

• Texts need permission. The FCC’s consumer guidance says commercial texts require written consent, while consent for informational texts may be oral, and that people may opt out “in any reasonable manner.” The wireless industry’s CTIA Messaging Principles and Best Practices (May 2023) adds that senders should say how to opt out, use standard “STOP” wording, and also honor plain-language requests like “unsubscribe” or “please opt me out.” If a customer texts you first and you simply reply, CTIA treats that as conversational messaging that needs no extra permission.
• Commercial emails need an opt-out and an address. The FTC’s CAN-SPAM compliance guide requires accurate headers, honest subject lines, a valid physical postal address and a clear way to opt out, with opt-outs honored within 10 business days. It makes no exception for business-to-business email.

In the templates below, short texts that may be a first touch or promotional include an opt-out line. For the full checklist, read our guide to TCPA-friendly texting.

New lead templates

1. Instant reply to a form (SMS)

Hi {first_name}, it’s {your_name} at {company}. Thanks for your request about {service}. Is now a good time for a 5-minute call? Reply STOP to opt out.

2. Instant reply to a form (email)

Subject: Your {service} request

Hi {first_name}, thanks for reaching out. I’ve got your details and I’ll call you shortly from {phone}. If a different time is easier, reply with what works and I’ll make it happen. — {your_name}

3. Missed their call (SMS)

Hi {first_name}, sorry I missed your call. I’m on a job until about 3. Can I call you then, or would you rather text the details here? Reply STOP to opt out.

4. Referral introduction (email)

Subject: {referrer_name} suggested we talk

Hi {first_name}, {referrer_name} mentioned you’re planning {project}. I’d be glad to help. Would a quick call on {day} or {day} work to see if we’re a fit?

After a call or visit

5. Recap and next step (email)

Subject: Recap of today’s call

Hi {first_name}, thanks for your time today. Here’s what I heard: {need_1}, {need_2}, and you’d like to start by {timeline}. Next step: I’ll send your quote by {date}. Anything I missed?

6. Quick thanks (SMS)

Thanks for meeting today, {first_name}. I’ll have your quote over by {date}.

7. Waiting on information (SMS)

Hi {first_name}, when you get a sec, could you send the {photos/measurements}? Then I can finish your quote today.

Quote sent

8. Quote delivered (email)

Subject: Your quote for {project}

Hi {first_name}, your quote is ready: {quote_link}. You can view it, download the PDF and accept online. The main options are on page one. Happy to walk through it on a quick call.

9. Quote delivered (SMS)

Hi {first_name}, your quote for {project} is here: {quote_link}. Any questions, just reply.

10. Two-day check-in (SMS)

Hi {first_name}, did you get a chance to look at the quote? Happy to adjust the scope if something doesn’t fit.

11. Quote expiring (email)

Subject: Your quote is valid until {date}

Hi {first_name}, a quick heads-up that your quote holds current pricing and scheduling until {date}. If you’d like to lock in a {month} start, you can accept it here: {quote_link}.

For more on structuring the quote itself, see how to write a winning quote.

No response

12. Gentle nudge (SMS)

Hi {first_name}, just checking in on {project}. Still on your list, or should I check back later?

13. Value add (email)

Subject: One thing to consider on {project}

Hi {first_name}, one tip while you decide: {useful_tip}. It’s a common question for {project_type}, so I thought it might help. Let me know if you’d like to talk it through.

14. Easy yes-or-no (SMS)

Hi {first_name}, quick one: are you still planning {project} this {season}? A simple yes or no is perfect.

15. Break-up message (email)

Subject: Should I close your file?

Hi {first_name}, I haven’t heard back, so I’ll assume the timing isn’t right and stop following up. If anything changes, reply to this email and I’ll pick it straight back up.

Break-up messages work because they’re honest and easy to answer. If you want to keep in touch with leads who aren’t ready, move them into a lead nurturing track instead of continuing to chase.

No-show

16. Same-day reschedule (SMS)

Hi {first_name}, we missed you at {time}. No problem, things come up. Want to grab another slot? Here are two options: {option_1} or {option_2}.

17. Next-day reschedule (email)

Subject: Let’s find a better time

Hi {first_name}, sorry we didn’t connect yesterday. If you’re still interested in {service}, pick a time that suits you here: {booking_link}.

18. Final no-show check (SMS)

Hi {first_name}, I don’t want to keep pinging you. Should I keep your {service} request open? Reply STOP to opt out.

More on preventing them in the first place: how to reduce appointment no-shows.

Won

19. Thank you and what happens next (email)

Subject: Welcome aboard, {first_name}

Thanks for choosing {company}. Here’s what happens next: {step_1}, {step_2}, {step_3}. Your main contact is {owner_name} at {phone}.

20. Day-before reminder (SMS)

Hi {first_name}, just confirming we start {service} tomorrow at {time}. Reply here if anything changes.

21. Review request (SMS)

Hi {first_name}, thanks again for choosing us. If you were happy with the work, a short review would mean a lot: {review_link}. Reply STOP to opt out.

Lost

22. Graceful close (email)

Subject: Thanks for considering us

Hi {first_name}, thanks for letting me know. If it’s helpful, I’d love to hear one thing we could have done better. Either way, best of luck with {project}.

23. Lost to timing (SMS)

Thanks {first_name}, understood. Mind if I check back in {month}? Reply STOP to opt out.

24. Win-back (email, months later)

Subject: Still thinking about {project}?

Hi {first_name}, we spoke in {month} about {project}. If it’s back on the list, I can update your quote with current pricing. Just reply and I’ll take it from there.

Build these into a sequence

Templates are most useful when they’re part of a plan. A simple sequence for a new form lead:

When	Channel	Template
Within minutes	SMS (with consent) or email	1 or 2
Within the hour	Call	—
Same day, if no answer	SMS	3
Day 2	Email	13
Day 5	SMS	14
Day 10	Email	15

Stop the sequence as soon as they reply, and keep a record of why each lead dropped out. Our guide to sales email templates covers merge-tag fallbacks and deliverability.

In Exa, you can save these as templates with merge tags in the unified inbox, and consent, opt-outs and quiet hours are enforced on every send. Automated messages scheduled during quiet hours wait until the morning instead of going out at night.

Final thoughts

Following up is less about clever wording and more about showing up consistently with something useful. Pick the templates that fit your business, make them sound like you, get consent before texting and build them into a sequence with a clear end. Then the only thing left is to send them.