If an enquiry to your clinic has gone quiet, message again two to three days after your last reply. Follow up once more about a week later. Send one last friendly message around two weeks after the enquiry, then stop. That is three follow-ups, each short, personal and easy to say no to.
The rest of this guide covers why enquiries go cold, the sequence as a table, example messages, which channel to use, and what the UK consent rules say about following up.
Why aesthetic consultation enquiries go cold
If you are watching old enquiries go cold, the reasons are usually ordinary ones. People go quiet for the same handful of reasons:
- Cost. They are working out whether they can afford it, or waiting for payday.
- Nerves. It might be their first treatment, or their first time with you.
- Comparing clinics. They asked three clinics the same question on the same evening.
- Timing. A holiday, a wedding, work, children. The treatment moved down the list.
- Your reply. It came a day late, or it answered the question and stopped there.
Every one of these can change within a fortnight. A kind follow-up gives them a reason to pick the conversation back up. For the inbox habits that stop enquiries going cold in the first place, see turning Instagram DMs into bookings.
Before you message, check where the conversation stopped
Read back through the thread first. Where it stopped tells you what the follow-up needs to do.
| Where it stopped | What the follow-up needs to do |
|---|---|
| They asked a question, you answered, they went quiet | Check they saw it and ask one easy question back |
| They said “I’ll think about it” or “I’ll check my diary” | Answer anything that is holding them back, and offer a time |
| They had a consultation and did not book | Recap what you discussed and ask if they have any questions |
| They told you they are not interested, or asked you to stop | Nothing. Do not message again |
If the enquiry was about anti-wrinkle injections or another prescription-only treatment, follow up about the consultation rather than the treatment. There is more on that further down.
The follow-up sequence
| Stage | When | Channel | What the message does | Consent check |
|---|---|---|---|---|
| 1. Reopen | 2 to 3 days after your last message | The one they used to contact you, usually Instagram DM | Checks they saw your reply and asks one easy question | Give a simple way to say no |
| 2. Help | About a week after that | The same channel | Gives something useful, such as what happens at a consultation | Give a simple way to say no |
| 3. Close the loop | Around two weeks after the enquiry | The same channel | Says you will leave it there and they can message any time | Last message in the sequence |
| After that | Stop | None | Only reply if they come back to you | Marketing needs consent or the soft opt-in |
Three messages over about two weeks is enough to show you care without chasing. If they reply at any stage, the sequence ends and the conversation takes over.
Example follow-up messages for each stage
These are example wordings written for this guide. They are not real client messages. Change them so they sound like you, and use the person’s name and the treatment they asked about.
Stage 1, reopen (2 to 3 days):
Hi [name], it’s [your name] from [clinic]. Just checking you saw my reply about [treatment]. Is there anything else you’d like to know, like downtime or how many sessions you’d need? If you’d rather I didn’t message again, just say and I won’t.
Stage 2, help (about a week later):
Hi [name], a lot of people ask what actually happens at a consultation, so here’s the short version. We look at your skin, talk about what you’d like to change, and go through the options and prices. You don’t have to book anything on the day. Would a consultation be useful? If not, no problem, just let me know.
Stage 3, close the loop (around two weeks):
Hi [name], I won’t keep messaging, I know life gets busy. If you’d like to talk about [treatment] at any point, message me here and I’ll pick it straight back up. Take care.
Each one asks at most one question, and each one tells them how to stop the messages.
Which channel: Instagram DM, WhatsApp, SMS or email
Follow up on the channel they used to contact you. If someone messaged you on Instagram, reply on Instagram. A text from an unknown number after an Instagram enquiry feels like a different conversation.
Only move to WhatsApp, text or email if they gave you that number or address and would expect you to use it, for example because they filled in your consultation form.
The same UK rules apply to all four channels. The ICO says the electronic mail marketing rules cover emails, texts, picture messages and direct messages via social media.
Instagram has its own rules on messaging too. We cover those in is DM outreach allowed on Instagram.
What UK consent rules say about following up an enquiry
The Privacy and Electronic Communications Regulations (PECR) set the rules for marketing by electronic message in the UK. The ICO, which enforces them, explains them in the pages linked below. This is what those pages say.
- Solicited messages. The ICO says you can send solicited marketing without consent, because the person has specifically asked you to send that message.
- Unsolicited messages. To send unsolicited marketing to an individual, you need their consent or you must meet all the conditions of the soft opt-in.
- The soft opt-in. You collected their contact details yourself, while selling or negotiating to sell a product or service. You only market similar products or services. You gave them a simple way to opt out when you collected their details, and you give one in every message after.
- What counts as negotiations. The ICO says nobody has to buy anything. It is enough that they actively expressed an interest in buying, which includes requesting a quote or asking for more details about what you offer. In one of the ICO’s examples, an online enquiry form asking for more details “may be enough”.
- Opting out. Every message needs a simple way to opt out. Once someone opts out, stop.
Whether a particular enquiry meets these conditions depends on what was said. A follow-up that only answers the question they asked is in a different position from a message promoting a new offer.
Three habits keep you on the safe side. Say who you are in every message. Give a simple way to say no, every time. Keep a note of anyone who asks you to stop, and never message them again.
This section is general information, not legal advice. The ICO says its guidance is under review after the Data (Use and Access) Act. Check the current ICO pages, linked below, for your clinic’s situation.
Patient communication: keep it kind and free of pressure
A follow-up is patient communication, so the same standards apply as in the treatment room. The ASA’s guidance on cosmetic interventions says people should not be rushed into a decision and should have plenty of time to consider their options.
- No deadlines. The ASA says to avoid time pressure, such as “Hurry, offer ends at midnight” or “Only three days remaining”.
- Be careful with discounts. The ASA says discounts on packages need particular care so they do not encourage unnecessary or unwanted treatment.
- No playing on insecurities. Do not suggest they are not good enough as they are.
- No Botox in the message. Botox is a prescription-only medicine and cannot be advertised to the public. The ASA says posts on your own social media count as ads, and that you can promote a consultation for wrinkles. Follow up about the consultation. The longer version is in is DM outreach allowed on Instagram.
If the enquiry stalled on the price, our guide to replying to “how much?” DMs and price objections covers what to say.
When to stop, and how to close the loop
Stop after the third message. If they have not replied to three short, friendly messages over two weeks, they will come back when they are ready, and your last message told them they can.
If they reply to say no, thank them and stop. “No problem at all, thanks for letting me know” is a complete answer. Make a note so nobody on your team messages them again by mistake.
If they come back in a month, pick it up as if no time has passed. Do not mention that they went quiet.
If following up is the job that never gets done
Most clinic owners know they should follow up. The time to do it is between clients, which is exactly when there is no time. Old enquiries are one of the groups our Setter works for clinics, alongside followers, story viewers and past clients.
The Setter is real people working inside your clinic’s own Instagram account, with no bots and no automation. The team starts 50 new conversations every weekday, nurtures the replies, handles objections and books qualified appointments into your diary. It costs £697 a month, with a three-month minimum. For how the outreach side works, see how to get more clients from Instagram for your aesthetics clinic.
Sources
- Electronic mail marketing ICO, guide to PECR. Covers emails, texts and direct messages via social media. Read 15 October 2026; the ICO says this guidance is under review after the Data (Use and Access) Act.
- How do we comply with the PECR electronic mail marketing rules? ICO. Solicited messages, consent, the soft opt-in and what counts as negotiations for a sale. Read 15 October 2026.
- Botox and non-surgical cosmetic interventions ASA and CAP. Prescription-only medicines, consultations for wrinkles, time pressure. Read 15 October 2026.
- Cosmetic interventions: social responsibility ASA and CAP. Time-limited offers and pressure to decide.
- Cosmetic interventions: advertising guidance ASA and CAP. Full guidance, including sales promotions and discounts.
About the author
Kat Martyn, Founder. Kat Martyn spent fifteen years in sales and marketing before retraining in skin at 33. She opened her own aesthetics clinic in 2019 and has since mentored more than 300 clinic owners. She founded Booked For You, the Instagram DM appointment-setting service for UK clinics.
Quick answers
How long should I wait before following up an aesthetic consultation enquiry?
Two to three days after your last message. That is long enough for them to have seen your reply and short enough that they still remember asking. Follow up a second time about a week later, and send a final friendly message around two weeks after the enquiry.
How many times should I follow up a cold lead?
Three times is plenty for a clinic enquiry: a short check-in, a helpful message, and a polite close. After that, stop, and only message again if they get back in touch or have agreed to hear from you.
Do I need consent to follow up an enquiry by text, WhatsApp or Instagram DM?
If the follow-up is marketing, the UK's PECR rules apply, and the ICO says they cover emails, texts and direct messages via social media. You need consent, or the conditions of the soft opt-in, which include giving a simple way to opt out in every message. The ICO says someone asking for more details about what you offer can count as negotiations for a sale. Check the ICO guidance for your own situation.
What should I say to a client who went quiet after a consultation?
Keep it short and personal. Mention what you talked about, ask whether they have any questions you can answer, and make it easy for them to say they are not going ahead. Do not add a deadline or a discount to hurry them.
Can I offer a discount to win back a cold enquiry?
The ASA says cosmetic promotions must not use time pressure, such as "Hurry, offer ends at midnight", and that discounts need particular care so they do not encourage unnecessary treatment. A follow-up that answers their questions is the safer route.
Can I mention Botox in a follow-up message?
Botox is a prescription-only medicine and cannot be advertised to the public. The ASA says posts on your own social media count as ads, and it advises clinics to promote a consultation for wrinkles instead. Follow up about the consultation.
Why do aesthetic consultation enquiries go cold?
Usually for ordinary reasons: the cost, nerves about the treatment, comparing clinics, waiting for payday or a better time, or a reply that came too late or ended without a question. Most of those can change within a fortnight, which is why a follow-up works.