Templates · August 5, 2026
Follow-up sequence templates: call, SMS and email cadences
Four ready-to-use follow-up sequences with day-by-day timing across calls, texts and emails, plus rules for when to stop.
A good follow-up sequence is a short, planned set of touches across more than one channel, with a clear end. The follow-up sequence templates below give you timing and message outlines for four common situations. Copy the one that matches, change the timing to suit your market, and keep the stop rules.
For the thinking behind cadences, see the lead follow-up cadence playbook. This page is the paste-ready version.
Principles that apply to every sequence
- Speed first. The earliest touch matters most. See the speed to lead playbook.
- Rotate channels. Call, text, call, email beats four emails.
- Give each touch a reason. A question, a useful fact, a link to book.
- Stop on a signal. Reply, booking, opt-out, or end of sequence.
- Respect hours. Only contact people in sensible local hours, and honour opt-outs at once.
Template 1: new inbound lead (10 days)
| Day | Channel | Purpose |
|---|---|---|
| 0, within minutes | Call | Speak to them while interest is fresh |
| 0, if no answer | Text | Introduce yourself, link to book |
| 1 | Call | Second attempt, different time of day |
| 2 | Short answer to the most likely question, booking link | |
| 3 | Call | Third attempt |
| 5 | Text | Light check-in with one question |
| 7 | Call | Final live attempt |
| 10 | Polite close, leave the door open |
Text, day 0: "Hi [first name], it's [name] from [company]. I tried you about your enquiry on [topic]. Want to pick a time? [booking link]"
Email, day 2 subject: "[Topic]: the short answer"
Template 2: quote or proposal sent (14 days)
| Day | Channel | Purpose |
|---|---|---|
| 0 | Send proposal with a three-line summary | |
| 1 | Call | Check it arrived, offer to walk through it |
| 3 | Text | One question: any parts unclear? |
| 6 | Call | Ask about timing and decision process |
| 9 | Address the most common concern | |
| 14 | Call | Ask directly: go ahead, wait, or pass? |
Email wording, day 9: "Hi [first name], most people ask about [concern]. Here's how it works: [two sentences]. Happy to go through it on a quick call."
Template 3: missed appointment (5 days)
| Day | Channel | Purpose |
|---|---|---|
| 0, within an hour | Text | Light check, offer rebooking link |
| 0, same day | Call | Reach them if the text is unanswered |
| 2 | Rebooking link and what the call would cover | |
| 5 | Text | Final nudge, then stop |
Text: "Hi [first name], we missed you at [time]. No problem. Want to rebook? [link]"
See appointment booking script templates for the call wording.
Template 4: dormant lead reactivation (3 weeks)
| Week | Channel | Purpose |
|---|---|---|
| 1 | Re-introduce with one new thing | |
| 1 | Call | Short, low-pressure check-in |
| 2 | Text | One question about whether it is still relevant |
| 2 | Call | Second attempt, different time of day |
| 3 | Close the loop |
Keep the first message honest about the gap: "It's been a while since you asked about [topic]". More in reactivating old leads with AI calls.
Stop rules to build in
Write these down before launch:
- Replied, booked or spoke to a human: end the sequence and hand over.
- Said no or asked to stop: remove from all channels immediately.
- Wrong number or invalid email: mark and stop.
- Sequence finished: move to a long-term nurture list or close the lead.
- Daily cap: never contact the same lead on more than two channels in a day.
Message outline you can reuse
Every text or email in a sequence can follow this skeleton:
- Who you are (company and first name).
- Why now (their enquiry, quote, missed time).
- One idea (answer, question or fact).
- One action (reply, book, call).
Matching the sequence to calling hours
If an AI voice agent handles the call steps, set calling hours and retry hours so attempts land at different times of day. In Purple Voice campaigns you can set up to five retries with their own retry hours, and the not-reached analytics show who never picked up, which is your list for text and email steps. For timing, see best time to call leads.
Measuring a sequence
Track by step, not just overall: which touch produced the reply or booking, and how many leads reached each step. If most conversions come from touch one, tighten the first hour. If late touches never convert, shorten the sequence. AI calling metrics that matter covers the numbers worth tracking.
Try it
Purple Voice can make the first call to new leads, retry inside the hours you set, and send a summary and transcript of each conversation so the next step in your sequence is informed. The Free plan has no card requirement. Try it at voice.purplerocket.co.
Frequently asked questions
How many follow-ups should you send a new lead?
Many teams use somewhere between five and eight touches across one to two weeks for a new lead, mixing calls, texts and emails. The right number depends on your market and on how the lead responds, so treat it as a starting point to test.
What is a good follow-up sequence for sales leads?
Start with a call within minutes, follow with a text the same day, call again the next day, send an email with something useful, then space out later touches. Stop when the lead replies, books or opts out.
How long should you wait between follow-ups?
Tight at the start, looser later. Minutes to hours on day one, a day apart for the next few days, then every few days. Avoid repeating the same channel back to back.
When should you stop following up?
Stop when the lead books, replies with a no, asks to be removed, or the sequence ends without a response. Respect opt-outs immediately.
Can AI voice agents run follow-up sequences?
An agent can handle the call steps, including retries within set calling hours, while text and email steps run from your usual tools. Keep one owner for the full sequence so the lead is not contacted twice at once.
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