How to follow up with leads who didn't buy
Put enquiries that didn't buy into a short sequence of four or five useful messages over three to six weeks: answer their likely doubts, show proof from similar customers, and make one clear offer near the end. Stop the sequence as soon as they buy or reply, and let them opt out easily.
Why it matters
Most people who enquire aren't ready to buy that day. They're comparing, waiting for payday, or checking with a partner. If you only follow up once, you're left out when they finally decide.
A good sequence keeps you in mind without nagging, by being useful: the questions they're probably asking, examples of people like them, and a reason to act.
Because it's set up once and runs for every new lead, it works even in busy weeks when nobody has time to chase.
How to do it by hand
Define who enters and who leaves
Enter: anyone who enquired or signed up but hasn't bought within a few days. Leave: anyone who buys, books, replies or unsubscribes. Write these rules down first.
List their real doubts
Ask your sales team why people hesitate: price, timing, trust, 'is it right for me'. Each doubt becomes one message.
Plan four or five messages
Day 1: helpful recap and answer to the main question. Day 4: a common doubt answered. Day 9: proof from a similar customer. Day 16: a clear offer or deadline. Day 28: a polite last check-in.
Write short, personal messages
Send from a person, not 'noreply'. One idea and one link per message. Plain text often feels more personal than a heavily designed email.
Mix channels sensibly
Use email for most steps; add a WhatsApp or SMS message only if they gave consent for it, typically for the offer or the final check-in.
Measure replies and sales
Look at replies, bookings and sales from the sequence, not just opens. Rewrite the weakest message every month or two.
How to do it in Wirk
- Campaigns → Journeys → New journey: start blank, from a template, or describe it and click Draft it.
- Set the entry to 'Sends a form or landing page'.
- Add Send, Delay and Condition steps; conditions include 'Opened the last message' and 'Clicked the last message'.
- Add a Goal with the purchase event and 'End the journey for them', so buyers stop getting messages.
- Click Publish → Send for approval (admins can approve it straight away).
Example output
Example for a sample business
A five-step nurture sequence
Lingua Bridge, an English language school in Istanbul
For adults who asked about the evening IELTS course but didn't enrol.
| When | Channel | Message idea |
|---|---|---|
| Day 1 | Course recap: schedule, price, start dates, free level test link | |
| Day 4 | 'Can I really fit this around work?' A student's weekly routine | |
| Day 9 | Proof: how three students moved from band 5.5 to 7 | |
| Day 16 | WhatsApp (opted in) | Early-bird price ends Friday; two seats left in the Tuesday group |
| Day 28 | Last check-in: still planning IELTS this year? Reply with a date |
Subject: Fitting IELTS around a full-time job Hi Elif, The most common worry we hear is 'I work full-time, can I keep up?' Here's what a typical week looks like for our evening students: two 2-hour classes (Tuesday and Thursday, 7–9pm), about three hours of homework you can do on your phone, and one mock speaking test every two weeks. Most of our evening group work full-time. If a week goes wrong, recorded classes let you catch up. Want to see if it suits your level? The free level test takes 20 minutes: [link] Best, Selin, course adviser, Lingua Bridge
Written by our team for a sample business, not generated by Wirk
Template to copy
Nurture sequence plan
Who enters: [enquired / signed up] but no [purchase / booking] after [days] Who leaves: buys, books, replies or unsubscribes Day 1: recap + answer to their main question + one link Day [4]: doubt #1 answered: [price / time / trust] Day [9]: proof from a similar customer Day [16]: clear offer or deadline: [offer] Day [28]: polite last check-in, ask for a reply Sender: [person's name and role]
Common mistakes
No exit when they buy
Nothing annoys a new customer like 'still thinking about it?' the day after they paid. Always stop the sequence on purchase.
Every message is a discount
Leading with discounts trains people to wait. Answer doubts and show proof first; keep the offer for later in the sequence.
Too many messages, too close together
Daily emails for two weeks drive unsubscribes. Space them out and make each one worth opening.
Messaging without consent
Only add WhatsApp or SMS steps for people who agreed to those channels, and include an easy way to opt out in every message.
Questions and answers
How many follow-up emails should I send to a lead?
Four or five over three to six weeks is a sensible starting point. Stop earlier if they reply, buy or unsubscribe, and move people who stay quiet into your regular newsletter.
How long should a nurture sequence last?
Roughly as long as your typical buying decision. A few weeks for most services and courses; longer for property or big purchases, with wider gaps between messages.
Should I use email or WhatsApp to nurture leads?
Email for most steps, because it suits longer, useful content and is easy to opt out of. Add WhatsApp or SMS for one or two key moments if the person agreed to it.
What's the difference between a nurture sequence and a newsletter?
A nurture sequence is personal timing for each lead, triggered by their enquiry, with a clear goal. A newsletter goes to everyone at once on a schedule.