how to write follow-up emails to couples who have ghosted You
So you’re a luxury wedding business owner and you’ve sent the proposal, and now… radio silence. How frustrating! But do you know what’s really happening?
Your potential couples aren’t ghosting you because they’re not interested, they’re stuck in decision-making limbo. So here’s how a well-crafted follow-up email can change everything.
Follow-up emails aren’t just polite reminders, they’re the difference between hearing crickets and getting booked.
Yet, many wedding vendors either don’t follow up at all, or they send emails that are vague, uninspired, or downright ineffective.
The Myth of the “One-and-Done Proposal”
So many wedding professionals assume that once they send a proposal, their job is done.
They think if the client is interested, they’ll respond.
But that’s just not true and here is why":
48% of salespeople never follow up after the first contact (source: Brevet Group).
Meanwhile, 80% of sales require 5 or more follow-ups to close the deal (source: The Marketing Donut).
That means if you’re not sending follow-up emails, you’re leaving money on the table - and letting other wedding vendors scoop up your potential couples.
Why Silence Doesn’t Mean “No”
Just because a couple hasn’t replied doesn’t mean they’re not interested.
Here’s what might be happening instead:
They’re overwhelmed: Planning a wedding is stressful, and your proposal might have been buried under a mountain of to-dos.
They have unanswered questions: They’re hesitating because something isn’t clear, but they feel awkward reaching out.
They’re procrastinating: People naturally avoid decisions, especially when there’s no urgency.
A thoughtful follow-up email can address these barriers and move them closer to booking.
Common Traps Wedding Vendors Fall Into
Let’s break down the most common mistakes and myths about follow-ups:
The “Too Cool to Care” Approach
Myth: “I don’t want to seem desperate or pushy, so I’ll just wait for them to respond.”
Reality: Silence doesn’t sell. If you don’t follow up, someone else will. Clients often book with the wedding vendor who stays on their radar - not necessarily the best or cheapest option.
The “Generic Reminder” Follow Up Email
Trap: Sending vague emails like, “Just checking in on your proposal!”
Problem: These emails lack value and feel like you’re fishing for a response. They don’t address the client’s concerns or offer a next step.
Failing to Create Urgency in Your Follow-up Emails
Myth: “If they’re interested, they’ll get back to me when they’re ready.”
Reality: Without a clear reason to act, clients will delay their decision. Creating urgency (e.g., limited availability) helps them prioritise your wedding services.
Ignoring the Power of Social Proof in Your Follow-up Emails
Trap: Assuming the proposal speaks for itself without reinforcing why others trust and value your services.
Problem: Clients are more likely to act when they know others have booked you or found your services invaluable.
Forgetting to Give Options
Trap: Leaving the next step open-ended (e.g., “Let me know when you’re free”).
Problem: Clients are busy. Without a specific suggestion, they’ll procrastinate because it’s easier than making a decision.
I’ll walk you through three types of follow-up emails that not only get responses but also encourage bookings. Plus, I’ll explain the psychology behind why they work so you can use these strategies with confidence.
1. The Invitation to Ask Questions follow-up email
Scenario: You’ve sent the proposal, but they’re not reaching out. They might have questions or concerns but feel awkward bringing them up.
Here’s what to send:
Subject: Let’s Chat About Your Wedding Proposal
Body:
Hi [Name],
It was so lovely to chat with you the other week, and I was so excited to hear more about your wedding vision.
I’m just following up as I sent your proposal a week ago. At this stage, most of the couples I speak with like to book an additional call to go over any questions or reservations they have about the proposal.
Does next Wednesday at 5pm work for you? Let me know, and I’ll book you in.
Why This Works:
Social Proof: When you mention “most couples,” it signals that asking questions or booking a follow-up call is normal. This reassures them that it’s okay to express doubts or concerns.
Reduces Risk: Knowing others have taken the same step makes it feel like a safe, tried-and-tested choice.
Simplifies the Decision: By proposing a specific time, you eliminate decision fatigue. Instead of weighing options, they just have to say “Yes” or suggest an alternative.
Common mistake to avoid: Leaving the timing open-ended (e.g., “Let me know when you’re available”). This adds unnecessary mental work and delays their response.
2. The Gentle Nudge With Urgency follow-up email
Scenario: You’re still waiting for a reply, and you can’t hold their date forever. It’s time to create some urgency.
Subject: Checking in About Your Wedding Proposal
Body:
Hi [Name],
I hope you’re doing well and are having a great week! I wanted to check in and see if you’ve had the chance to fully digest the proposal and explore why my [X services] are the best choice for your [X wedding].
I don’t want to put any pressure on you, but I thought I’d make you aware that I have a few other couples interested in booking the same month. While I’ve been holding your date, I’ll only be able to do so for another week to ensure fairness.
If you have any questions or are ready to move forward, please let me know by replying to this email. Really looking forward to hearing from you!
Why This Works:
Creates Urgency: Scarcity motivates action. When they know your availability is limited, it forces them to prioritize their decision.
Triggers FOMO: The fear of missing out is powerful. Knowing other couples want their date makes them value your services more.
Builds Trust Through Social Proof: Mentioning other interested couples shows you’re in demand, making you seem more credible and desirable.
Common mistake to avoid: Don’t fake scarcity. If you genuinely have other couples interested, say so. False urgency erodes trust and damages your reputation.
3. The Break-Up Email
Scenario: They’re still not responding, and you need to move on - but not without one last push.
Subject: Releasing Your Date
Body:
Hi [Name],
I hope you’re doing well! I just wanted to follow up regarding the proposal for your [X wedding]. Since I haven’t heard back, I’ll go ahead and release your date to allow other couples the opportunity to book.
If this isn’t the case and you’re still interested, please let me know before the end of the day. Otherwise, I’ll leave you here and wish you all the best with your wedding plans—I’m sure it will be an incredible day!
Why This Works:
Triggers an Emotional Response: People hate losing something they’ve already imagined having. By making it clear their spot will be gone, you force them to confront how much they want your services.
If they really want you: They’ll act quickly to secure the date.
If they don’t: They can move on guilt-free, giving you clarity to focus on other leads.
Creates Clarity: A clear deadline helps them make a decision. It’s not pushy—it’s practical and fair.
Common mistake to avoid: Don’t make this your first follow-up email. This works best as a last-ditch effort after other approaches have failed.
The Psychology of a Good Follow-Up email
Here’s why the strategies I shared earlier work so well:
Social Proof Builds Confidence
Mentioning that “most couples” book a follow-up call or that others are interested in the same date makes your service feel like a safe, popular choice. People value things more when they know others value them too.
Urgency Creates Action
Scarcity (e.g., “I can only hold your date for another week”) taps into FOMO. When clients think your availability is at risk, they’re more likely to prioritise booking you.
Clarity Reduces Friction
Proposing a specific time for a call removes the mental work for clients. They don’t have to figure out their schedule - they just have to confirm or suggest an alternative.
The “Loss Aversion” Effect
The break-up email works because people hate losing opportunities. When faced with the possibility of “missing out” on your services, they’ll either act quickly or move on - giving you closure either way.
The Stats Don’t Lie
If you’re still not convinced, let’s look at some hard numbers:
60% of customers say “No” four times before saying “Yes” (source: Invesp).
44% of salespeople give up after one follow-up—but 80% of sales are closed after 5+ follow-ups (source: Brevet Group).
67% of lost sales are due to sales reps not following up effectively (source: Marketing Sherpa).
Persistence pays off - especially in the luxury wedding market, where decisions take time because you are asking them for a lot of money, you should understand the gravity of the decision and clients need reassurance.
