WhatsApp Follow-Up Sequence: Message Templates for Sellers

A lot of Farmasi sellers talk to customers at only two moments: when the customer asks for something and when there's a sale. In between, silence. The result is a relationship that cools off, and the customer ends up buying wherever is most convenient. A follow-up sequence fixes that. It's a planned set of touchpoints, each with a clear purpose, that keeps you top of mind without being intrusive.

What a follow-up sequence is

A follow-up sequence (sometimes called a communication cadence) is a series of messages triggered by moments in your relationship with the customer: a purchase, a product getting close to running out, a birthday, a stretch of time without ordering. Instead of improvising, you decide ahead of time when to reach out, what to say, and why.

A sequence is not a spam schedule. Every message needs a clear reason and should be useful to the person receiving it.

The four essential moments

To get started, four stages cover most of your opportunities:

1. Post-sale: right after delivery.
2. Repurchase: when the product is about to run out.
3. Birthday: a special day for the customer.
4. Inactive customer: when she hasn't ordered in a while.

Here's each one, with sample messages.

1. Post-sale: make sure everything went well

When: 1 to 3 days after delivery. Goal: show you care, answer questions about using the product, and invite feedback.

Hi Lucy! Did your order arrive okay? If you have any questions about the serum, just ask. Quick tip: apply it on clean skin before your moisturizer. Let me know what you think!

An optional second touch

When: 10 to 15 days later. Goal: see whether she's enjoying it. This is a great time to ask for a review.

Hi Lucy! It's been about two weeks with the serum. Are you liking the results? If you're up for it, a quick comment would mean a lot. It really helps other customers get to know the product.

If she sends a review, ask permission before sharing it on your Status.

2. Repurchase: get there before the product runs out

When: about a week before the product's estimated end date. Goal: make reordering easy before she looks elsewhere.

Usage time varies by product and by person. Use your experience and the customer's history to estimate it.

Hi Lucy! By my count, your serum is probably running low. Want me to set another one aside? I can deliver Tuesday or Wednesday, whichever works better for you.

A follow-up if there's no reply

When: 3 to 5 days later.

Lucy, just a quick reminder about the serum. If you still have some, no worries, just tell me whenever you'd like me to set one aside.

After this follow-up, stop. Pushing any further starts to feel like pressure.

3. Birthday: warmth with no strings attached

When: on her birthday (or the day before, if you want to offer something special). Goal: strengthen the relationship.

The first message should be birthday wishes only. If you want to offer a treat or discount, keep it light.

Happy birthday, Lucy! Wishing you a wonderful year full of health and lots of reasons to smile. Thank you for being one of my customers, it truly means a lot.

If you like to offer something special:

And as a little gift, I've put together a special discount for you to use on anything this month. Whenever you'd like to use it, just message me.

(Only offer deals you've decided on yourself and can afford to give.)

4. Inactive customer: reopen the conversation

When: after a stretch without orders. For many sellers, somewhere between 60 and 90 days makes sense, but adjust to your customers' habits. Goal: understand what happened and reconnect, with no pressure.

Hi Lucy! How have you been? It's been a little while since we talked and you came to mind. I've got some new skincare products I think you'd really like. Want me to send you a few options?

If there's no reply, one last, more open-ended message:

Lucy, if anything changed in what you're looking for, or if you had an issue with a product, please tell me, I'd really like to do better. And if you'd rather not get messages from me anymore, just let me know.

That openness to "no" matters. It respects the customer and keeps your list healthy.

How to build your sequence

Define clear triggers

Every message should be tied to an event: delivery date, estimated product end date, birthday, or last purchase date.

Use templates, but personalize

Keep templates handy to save time, but always include the customer's name and the specific product. Adjust the tone for each person: some prefer something more formal, others love emojis.

Watch the total volume

Add up every message a customer could get in a month. If someone who just ordered also has a birthday coming up and is on a deals list, that may be too much. Prioritize.

Respect consent

Only message people who have agreed to hear from you, tell them how to opt out, and remove anyone who asks right away. It's good practice and in line with privacy rules in many places.

Review regularly

Look at which messages get the most replies and which get ignored. Tweak the wording, the timing, and the intervals.

A complete sequence at a glance

• Day 0: sale logged and delivered.
• Day 2: post-sale check-in with a usage tip.
• Day 14: feedback request (optional).
• Estimated end − 7 days: repurchase reminder.
• +4 days: follow-up if there's no reply.
• Birthday: birthday message.
• No orders in 60 to 90 days: win-back message.

How Minha Boutique helps

Running a sequence like this from a notebook or memory is tough. In Minha Boutique, you set up your message sequence with post-sale, repurchase, birthday, and inactive-customer steps, using each product's usage duration and each customer's dates. The app shows you who should get each message, and you send it from your own WhatsApp, with text you can review and personalize.

Minha Boutique is independent and not affiliated with Farmasi. If you'd like to build your first sequence, you can try it free for 14 days. Details are on the pricing page.