Building a Follow-Up Strategy That Converts Inquiries into Bookings
Your beautifully optimized contact form did its job—the inquiry landed in your inbox. But now what?
If you don’t have a strong follow-up strategy, you're leaving money (and dream clients) on the table. As a former wedding planner of 12 years, I’ve been in your shoes—balancing inbox chaos with client demands, trying to respond quickly without sounding like a robot. Now, as a coach for wedding pros, I help others avoid the same missteps I made early on and implement systems that actually convert. In a world where inboxes are overloaded, attention spans are short, and couples are contacting multiple vendors at once, your follow-up game can be the key difference between a booking and a dead end.
In this blog, we’ll cover what actually works when it comes to follow-up, including how quickly to respond, what to say (and what to stop saying), how to stand out without being salesy, and why consistency matters more than you think.
Speed Matters (But It Doesn't Have to Mean You're Glued to Your Phone)
Studies show that the faster you respond, the more likely you are to book. Sounds obvious, but in the wedding industry, many vendors still respond days later—or not at all.
That doesn’t mean you need to be online 24/7. Automate your first response so that couples feel seen and acknowledged immediately. But make it personal. Avoid generic lines like "Thanks for your inquiry!"
Instead, try something like:
"Hey [Name], we’re so excited you found us! We’ll personally be in touch soon, but in the meantime, here’s a peek behind the scenes on Instagram and a few reviews to get a feel for what it's like to work with us."
Stop Saying "Just Checking In"
The biggest follow-up killer? Bland emails with no purpose.
When you send a message that simply says "just checking in" or "please let us know if you have any questions," you're giving them a reason to ignore you. It doesn’t create urgency, add value, or inspire engagement. Instead, your follow-up should serve a purpose and offer a next step.
Try weaving in a small piece of helpful content that reflects where they are in the booking process. This keeps the conversation going without sounding pushy.
Think:
"Since you mentioned you're early in planning, I thought you'd enjoy this quick-read guide on what to book (and when) to avoid the last-minute scramble."
Or:
"A recent couple of ours was in the same phase of planning and found this planning checklist super helpful—wanted to pass it along in case it's helpful for you, too."
Keep the Conversation Going With Questions
Don’t overwhelm your lead with a 12-page PDF. Remember: wedding planning can feel like drinking from a firehose. Your goal is to invite them into a conversation—not a presentation.
Keep your message short (think one scroll on a phone) and end with a low-pressure, engaging question. This builds trust, invites them to reply, and gives you valuable insight into what matters most to them.
Example:
"We'd love to know—are you envisioning your wedding as a one-day event, or something more like a weekend celebration?"
Or:
"Have you attended any weddings recently that totally inspired you (or left you thinking, nope—not that)?"
It’s about starting a dialogue—not delivering a sales pitch.
Use Texting Wisely (And Respectfully)
Texting is powerful when used intentionally. It’s quick, convenient, and aligns with how most of today’s couples communicate. But it also requires tact and boundaries.
Always ask on your contact form whether texting is okay—and if they opt in, keep your message brief, kind, and purposeful.
"Hi [Name]! Just saw your inquiry come through—so excited to connect. Are you free for a quick chat later this week?"
Be sure to use a business number or CRM-integrated text platform (not your personal cell). And once they’ve booked, set clear expectations that ongoing communication will shift to email to ensure nothing gets lost.
You’re showing up in a way that feels warm, responsive, and professional.
Follow-Up Cadence: Don’t Give Up Too Soon
Most wedding pros stop following up after one or two messages—and then blame ghosting. But let’s reframe that: it’s often not ghosting. It’s overwhelm. It’s distraction. It’s inbox overload.
That’s why having a cadence—built on persistence without pressure—is key.
Here’s a sample rhythm:
Day 1: Automated email + personal reply
Day 3: Follow-up with a resource or testimonial
Day 5-7: Quick touch base with a thoughtful question
Week 2-3: Final follow-up or soft close ("We’ll be here when you're ready!")
Long-term: Drop them into a nurture sequence with occasional check-ins, blog posts, or planning tips
The key is to stay present without becoming overwhelming. Think consistency, not chase.
Bonus Tip: Stand Out With Personality
In a sea of sameness, your brand voice can be your superpower. Couples are reading a dozen emails that say the same thing. So ditch the robotic tone.
From your subject line to your sign-off, make it feel like you. Are you playful and funny? Use a clever subject line or GIF. Are you warm and sentimental? Use heartfelt language that connects. Are you calm and organized? Let your tone reflect professionalism and peace of mind.
Whatever your style, let it shine through. Personality builds connection—and connection leads to bookings.
Want to hear more on this topic? Tune in to Weddings For Real episode 307 with Ian from Madera Estates, where we go even deeper into building a smart, respectful, and effective follow-up strategy.
And if writing emails or building proposals makes you cringe, we’ve got your back. Grab our Client Booking Bundle in the Template Shop—pre-written emails, editable proposals, and everything you need to follow up with confidence and clarity.
Need More Inspiration?
Looking for more ways to stand out, streamline your workflow, and build a sustainable, thriving business? Join The Planner's Vault, where I share all my top tips, tools, and strategies to help you become the go-to wedding planner in your market. Inside, you’ll find resources for everything from client experience to marketing and pricing strategies.
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