Marketing & Getting Customers
How should I follow up with a lead, and how often is too often?
The short answer
Follow up when you have a useful reason, not merely to “bump this.” For a person who requested information, a thoughtful sequence over two or three weeks is usually enough. Stop sooner if she declines, unsubscribes, asks you not to contact her, or the applicable rules require it.
Use a four-touch sequence
Adjust this to the buying cycle:
- Same day: send what she requested and confirm the next step.
- Two or three business days later: answer the most likely obstacle or ask one relevant question.
- About a week later: share a useful example, option, or deadline that is real.
- Final note: close the loop and tell her how to return later.
Example final note:
Hi Mara, I haven’t heard back, so I’ll close this inquiry for now rather than keep filling your inbox. If the October workshop becomes timely later, reply here and I’ll send the current details.
That leaves the door open without pretending urgency.
Make each message earn its space
Weak: “Just checking in.”
Useful: “You asked whether the package works with Squarespace. It does, and I added the exact handoff steps below. If your site uses custom code, send the URL before booking so I can confirm the fit.”
Change channel only with permission and good reason. An email inquiry does not automatically invite repeated calls, texts, and direct messages.
Track the next action
Record source, need, last contact, next date, status, and reason lost. Use clear statuses such as new, qualified, proposal sent, waiting, won, lost, and not a fit.
If many leads disappear after the proposal, inspect the proposal and sales conversation. More reminders may not be the answer.
Follow the rules, not a template from the internet
Commercial email, text, telephone, privacy, and industry rules differ by location and customer. The FTC’s CAN-SPAM guide explains U.S. requirements for commercial email, including accurate sender information, nondeceptive subject lines, a postal address, and a working opt-out. Other laws may require consent before contact.
Keep proof of permission where required and honor opt-outs promptly. Ask a qualified local professional about the channels and jurisdictions you use.
Sources and further reading
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Related WAHMN resource
If you want a complete system for planning, creating, distributing, and measuring useful content, this course carries the process further. See Content Marketing Business.