Services · Email and follow-up
Email and follow-up automation
Communication automation means the predictable messages — confirmations, reminders, document requests, follow-ups after a quote — send themselves, at the right moment, in the right language. Messages that need judgement stay written by a person. The line is drawn by content, not by volume.
The business problem
Follow-up is not lost through neglect. It is lost because it depends on someone remembering, on a day when twenty other things also need doing.
And when it is lost, nothing shows it: nobody reports "I forgot to chase the quote from two weeks ago". The result surfaces later, as a conversion rate lower than it should have been.
How you recognise it
- The same five or six replies get written from scratch every time.
- A quote goes out and is never chased if the person who sent it is busy or away.
- Document requests are repeated by hand, sometimes three times for the same client.
- Nobody can say how many clients are waiting on a reply right now.
What the automated flow looks like
Select a step for detail.
Trigger identified
A real event in your business starts the flow: a request received, a quote sent, a document missing, an invoice due. The trigger is a state in the client relationship, not an arbitrary time interval.
form · CRM · email · ERP
State check
Before anything sends, the flow checks whether the message still makes sense: has the client already replied? Has the conversation moved on? Was the request resolved? A follow-up sent after someone replied damages trust more than it helps.
Template selection
The message matching the state and the language is chosen. Templates are written once by a person, then reused. Nothing is generated at random.
Real personalisation
Only what we actually know gets filled in: the name, what they asked for, which document is missing, which quote they received. We never claim an analysis that has not happened.
Sent at the right time
During working hours, in the recipient’s timezone, with a frequency cap per contact. One contact does not receive three automated messages in a day.
Escalation to a person
If the client replies, the flow stops and the conversation moves to a human. Automation opens the conversation; it does not hold it.
Visibility
Every send is recorded: what went out, to whom, when, with what outcome. Without this you cannot tell whether the flow works or merely runs.
Reference architecture — not a client result.
What we automate and what we do not
We automate: receipt confirmations, document reminders, follow-ups after a quote, status notifications, requests for missing information, transactional messages.
We do not automate: negotiation, responding to a complaint, explaining a complicated situation, any message where tone matters more than information. There, automation prepares the context and calls the person.
What affects the cost
The number of distinct flows, not the number of messages. One flow with seven branches costs more than three linear flows.
The number of languages. Each language means templates written by a person, not machine-translated.
The quality of your existing data. If the current state of a client cannot be determined with certainty, the first part of the project is cleaning data, not automating.
Frequently asked
Will it sound robotic?
It depends what you send. A reminder that a document is missing does not need to sound human — it needs to be clear. A sales message pretending to be personal is spotted in three seconds, so we do not write one.
How many messages does it send?
A cap is set per contact, not per system. Default rule: at most one automated message per day and three per week to the same contact.
What happens if someone replies?
The flow stops immediately for that contact and the conversation moves to a person. That is the state check in step two.
Can we use our existing address?
Yes, but the domain must be authenticated properly — SPF, DKIM and DMARC. Without them automated messages land in spam, and the domain reputation degrades for human email too.
Other solutions
Want to find out whether your process is worth automating?
Free initial audit, 60–120 minutes. No obligation to implement. If automation does not make enough economic or operational sense, we will tell you.