Most trades lose work between the enquiry and the quote being accepted. Not because the price is wrong, but because the customer goes cold, gets busy, or books whoever followed up first. A simple, well-timed email nurture fixes that. Below is a practical, UK-focused 6-email sequence that moves a homeowner from first contact to a booked survey and installation—without you chasing from the van.
The rules of a converting nurture
Keep it human, quick to skim, and laser-focused on one next step. Use plain English, a single clear button, and mobile-friendly templates. Personalise with name, job type and postcode. Always include a phone number for those who’d rather call. And, yes—stay GDPR-compliant with consent and an easy unsubscribe.
Email 1 — Instant Acknowledgement (Day 0)
Goal: Stop the search and set expectations.
What it says (short): “Thanks for your enquiry, here’s what happens next.” Confirm you’ve received the details, give a 48-hour response window (or faster), offer a self-serve slot picker, and include quick prep tips (photos, access).
Why it works: People stop ringing around when they feel looked after.
Subject ideas: “We’ve got your request 👋”, “Thanks—two quick next steps”.
Email 2 — Credibility & Process (Day 1–2)
Goal: Build trust before price.
What it says: Who you are, how you work, typical timelines, guarantees, and what a survey/installation day looks like. Add 3 bullets of proof (years in business, accreditations, review score).
Why it works: Removes uncertainty so your quote isn’t compared on price alone.
Subject ideas: “How we handle your job—start to finish”, “What to expect with [Your Company]”.
Email 3 — Social Proof & Case Study (Day 3–4)
Goal: Make the outcome feel real.
What it says: One short before/after story matching the enquiry (boiler swap, bathroom, driveway, rewire). Add two review snippets and a mini photo. Finish with Book your survey.
Why it works: People buy the result, not the spec.
Subject ideas: “From cold showers to cosy in a day”, “See how we solved this in [Town]”.
Email 4 — Objections Answered (Day 6–7)
Goal: Remove the speed bumps.
What it says: 5 short Q&As: pricing transparency, dust/mess control, warranties, access/parking, payment options (incl. deposits/finance if applicable). Link to FAQs.
Why it works: If you answer the unasked questions, you earn the job.
Subject ideas: “Five quick answers before you book”, “Costs, mess, timings—straight answers”.
Email 5 — Urgency & Availability (Day 10–12)
Goal: Create a polite nudge to act.
What it says: “We’ve opened 6 survey slots next week in [Area]. Pick one here.” If seasonal, mention deadlines (winter boilers, pre-Christmas bathrooms, summer gardens).
Why it works: Scarcity converts better than “just checking in”.
Subject ideas: “Free survey slots next week in [Area]”, “Quick nudge: want Wednesday or Friday?”
Email 6 — Final Check-In & Referral (Day 14–21)
Goal: Close the loop gracefully and mine the list.
What it says: “Still deciding? Hit reply with any question.” Offer to keep them on a seasonal tips list. Add a soft referral ask: “Know a neighbour who needs this? Forward this email.”
Why it works: You stay helpful, not pushy—and you seed future work.
Subject ideas: “Still on your list?”, “One last thing before we close your enquiry”.
Where a VA fits in (so you don’t)
A VA from VA4Trades can build and run the whole engine while you stay on the tools.
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Set-up & templates: Create branded, mobile-friendly templates in your CRM (GoHighLevel, Mailchimp, Jobber/ServiceM8 integrations).
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Automations: Trigger Email 1 on form submit or missed call; branch flows by service (boiler/bathroom/electrical/landscaping).
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Copy & assets: Write the 6 emails, collect reviews, compress photos, and slot in before/after stories that match each enquiry.
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Calendar & booking: Connect to your diary so buttons book live survey slots with buffers and travel time.
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List hygiene & deliverability: Keep lists clean, verify domains (SPF/DKIM/DMARC), remove bounces, and protect your sender reputation.
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Follow-up ops: Layer a light SMS/call touch for high-value quotes, and a “no-reply rescue” task for your team.
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Reporting: Weekly dashboard: new enquiries, bookings, show-up rate, quote value, wins by channel—so you can scale what works.
Pro tips to lift conversions
Keep one CTA per email (“Book a survey”), avoid image-heavy designs, send from a real name + replies monitored, and always include a phone number. Refresh case studies quarterly and A/B test subject lines monthly. For larger jobs, pair the sequence with a price guide PDF; for small jobs, tighten the cadence and drive to call-now.
Ready to turn enquiries into booked installs?
If you want this 6-part sequence written, built and plugged into your CRM—plus a dashboard that shows it’s working—book a quick call with VA4Trades and we’ll map it to your services in under an hour.
👉 Book a call: tell us your trade, area and target jobs, and we’ll show you the flow and the numbers you can expect.
FAQ
1. What is an email nurture sequence for trades?
It’s a planned set of short, helpful emails that guide a homeowner from first enquiry to a booked survey and installation. Instead of “just checking in,” each message has a job—acknowledge, explain the process, show proof, answer objections, offer slots, then close the loop—so quotes turn into booked jobs without you chasing from the van.
2. How many emails should I send between enquiry and quote?
- Six works best for most home-service jobs:
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instant acknowledgement, 2) credibility/process, 3) case study, 4) objections answered, 5) availability/slots, 6) final check-in + referral.
For small ticket work you can compress to 3–4; for bigger installs, keep six and add a price guide or finance explainer.
3. What’s the best timing for follow-ups?
Use this baseline: Day 0, Day 1–2, Day 3–4, Day 6–7, Day 10–12, Day 14–21.
Move faster in peak season or for emergencies; slow slightly for high-consideration projects. Always send from a real name, with one clear CTA and a phone number.
4. How can a VA run this for me?
A VA can build the templates, wire the automations in your CRM (e.g., GoHighLevel/Mailchimp), trigger Email 1 instantly on form submit or missed call, swap case studies by service, keep lists GDPR-clean (SPF/DKIM/DMARC set, bounces removed), connect the calendar so buttons book live survey slots, layer light SMS/call follow-ups for high-value quotes, and report weekly on opens, clicks, bookings and win rate—so you just see the diary fill.