From Hello to Hired: Your Guide to Lead Replies
If your marketing isn’t bringing in bookings, it might be time to rethink your lead replies. This report will show you how to boost your conversion rate—with easy-to-use tips, templates and more!
There are more than a few things that need to happen before a couple snags one of those coveted spots on your calendar. First, they need to find you. Then, they need to have done enough internet sleuthing to have their interest piqued. Lastly, they need to actually reach out—and then it’s time for you to seal the deal.
The thing is, even if your wedding business is easy to find and your marketing draws couples in, nearly half of pros say turning leads into bookings is their biggest challenge.
First things first—what are lead replies?
Before we dive in, it’s important to make sure everyone’s on the same page (there’s a lot of jargon #IYKYK).
Lead
Generally speaking, it is someone who is looking for your product or service.
Lead reply
Your response to an inquiry, which sets the tone for any potential relationship moving forward.
Qualified lead
In our industry, it’s someone who is engaged, (or soon-to-be engaged), planning a wedding, has submitted an inquiry and has a need for your products or services.
Quality lead
Someone who not only needs your product or service, but is also a good fit for your business because they are more similar to your ideal couple than not (read: their budget, location, style and date are great for you).
Pro tip: Following up with all your leads is really important if you want to convert more total leads into bookings. This is because you don’t always know if a lead is quality or not right off the bat—so you need to reply to find out!
Your lead replies are important because they aren’t “just another email” you need to send—your lead replies are the first impression you’re making and kicks off your sales process and client experience. That means how you reply to leads is your first official opportunity to build trust and rapport—building blocks of a positive relationship. It also helps convert a couple who is interested in your services into a booked wedding on your calendar by showing them what it’s like to work with you.
Did you know?
Your lead reply is a way to set yourself apart. Couples reach out to 5 vendors per category, on average, which is why standing out is important. You can do this by showing off your personality, your style, your expertise and being prompt with your reply. Plus, couples inboxes might face an influx of messages, so pay attention to your subject lines too.
The couple’s journey from ring to reply
We’ve talked a lot about couples as “leads,” so let’s pause for a moment and put ourselves in their shoes as excited, newly engaged people:
Engaging leads throughout the booking process
Building relationships before the event
Engaging leads doesn’t stop after the first email. Building consistent communication helps couples feel valued and confident in choosing you. Regular check-ins, providing helpful planning resources and timely follow-ups strengthen your relationship—turning prospects into paying clients.
Maintaining engagement post-event
Your communication after the wedding is just as important as before. Thoughtful follow-ups, requests for feedback and encouraging reviews and referrals not only leave couples with lasting positive impressions but also expand your reach through trusted recommendations.
Communicating with different generations
Couples of different generations have unique preferences and communication styles. Understanding these helps you tailor your lead replies and marketing efforts effectively. Keep in mind that no generation is a monolith and individuals will have different preferences.
- Gen Z: Prefers concise communication. Authenticity and immediacy resonate strongly with this group.
- Millennials: Values personalization and a seamless digital experience. They frequently use wedding planning apps and are responsive to personalized email outreach.
- Gen X: Balances digital and traditional communication methods. Appreciates straightforward information and clear value statements.
- Baby Boomers: Appreciates more direct, detailed communication. Phone calls and face-to-face meetings may resonate more deeply.
How couples plan their weddings with The Knot and WeddingWire
Couples may start by using filters in the marketplace to narrow down their vendor options based on key attributes. Once they’ve filtered their results, they then click through to individual Storefronts to explore additional details such as comprehensive pricing, availability, frequently asked questions (FAQs), vendor photos and reviews.
Since couples engage deeply with Storefronts to finalize their vendor choices, we encourage pros to update their Storefronts seasonally. Keeping your information fresh ensures you’re attracting couples who align closely with your ideal client profile. Regular updates also mean that when you receive an inquiry, it’s more likely to be from a genuinely interested and qualified lead. This proactive approach not only boosts the relevance of incoming inquiries but also improves the quality and likelihood of conversions.
Keep in mind, pricing is the number one thing couples look for when researching pros.
Pro tip: Learn more about why upfront and transparent pricing is important to couples and how to display your pricing in this report.
As mentioned, couples reach out to five vendors per category, on average. This is where your lead reply strategy comes in: The Knot and WeddingWire help get you the leads—and you convert them into bookings.
P.S. Don’t have a Storefront on The Knot and WeddingWire yet? Talk to a member of our team to get started.
What information are couples including in their inquiries?
- Wedding details (date, guest count, budget, services needed, etc.)
- Personal information (name, phone number, email, etc.)
- A templated or personalized message (for example, couples are prompted to share their wedding vibe)
Why do couples ghost?
Ghosting happens everywhere—from online dating to job interviews. We’ve all experienced the frustration of being ghosted, especially after thoughtfully responding to an inquiry. Couples ghost for various reasons, such as feeling overwhelmed by too many options, unclear or missing information or simply getting lost in a crowded inbox.
One effective strategy to minimize ghosting is to create urgency with limited-time offers or promotions. When you set a clear deadline, your services become a higher priority for couples, prompting quicker responses. Additionally, ensure you provide all critical information, like pricing and availability, clearly upfront to keep communication flowing and engaging.
Another valuable approach is consistent follow-ups—WeddingPro recommends reaching out 3–5 times within the first 30 days. Consistent communication ensures your messages remain at the top of couples’ crowded inboxes, reducing the chance of getting lost or ghosted. Each follow-up should add value, whether through helpful planning tools, reminders of promotions or open-ended questions to maintain engagement.
Pro advice for lead replies
Our best advice and mistakes to avoid based on what we’ve seen happen millions of times
With over 9 million leads sent to pros every year, and decades of experience connecting couples with pros, we’ve identified the top do’s and don’ts. Use them to turn your lead replies from a top challenge to cha-ching-money-maker!
Best practices for lead replies
Early bird gets the worm
There is no such thing as being “too quick.” Ideally, your lead reply goes out in less than 3 hours from receiving it (making couples 2.2X more likely to reply) and definitely reply before the 24 hour mark.
Start a conversation
It’s not about just replying, it’s about starting a conversation—and the best way to do that is with personalization. Include the couple’s names in your response and any important information and end your email with an open-ended question (it makes them 2.7X more likely to reply). Keep in mind that a more conversational approach to lead responses resonates with couples.
Keep ’em short and sweet
Everyone is on the go these days (44% of wedding planning is done on smartphones or tablets), so it’s very likely your lead is going to read your reply on their phone. Keep your responses to fewer than 250 words to avoid things reading like a novel.
Respond to all leads
You’ll find us standing on this soapbox until the end of time because every lead that lands in your inbox deserves a response! There are tools out there, like WeddingPro’s Quick replies templates, that can help manage your time and lead reply strategy.
Use inclusive language
Even though you’re running a business, it’s important to treat people like people. Avoid using words that are gender-centered (i.e. bride and groom vs. couple or partner), biased or non-inclusive and always ask for people’s preferred pronouns.
Follow up like you mean it
Respond to leads with helpful resources or tools, and always end with an open-ended question to encourage ongoing dialogue. Consider including your Calendly link to make scheduling follow-up meetings easy and convenient.
Mistakes to avoid with lead replies
Avoid pressuring them into a call
Unless the lead has asked for a call, don’t back couples into a high-pressure sales situation. Even though you might just want to be getting more information, it might feel like too much, too soon to them.
Avoid overloading them with information
You don’t want your lead to feel like they’re drinking out of a firehose, so avoid sending attachments unless they specifically asked for something.
Avoid saying “ball’s in your court”
Your goal is to keep the conversation going rather than making the couple feel like they could or could not reply to you. So instead of closing out emails with “Let me know!”, close with an open-ended question that encourages a reply.
Avoid saying you’re not available
The quickest way to close a conversation is by saying you’re not available on a particular date and leaving it at that. Try to keep the door open by asking if there is any flexibility in dates and including a few options. Especially for venues, while you may be booked for the date on the original inquiry, that date might not yet be set in stone. Keeping the door open with a reply asking about flexibility and some of your open dates may help you win the couple!
What a successful lead reply looks like
Feel free to copy, paste and customize.
Subject line: Let’s talk about your wedding
Hi [COUPLE’S NAMES],
Great news—we’re available on [DATE]! Thanks so much for thinking of [BUSINESS] for your big day. It means the world to us, and we’d be honored to be part of it.
Our packages range from [PRICE RANGE], and most couples typically spend around [AVERAGE SPEND]. Here’s a quick look at what’s included:
- [DETAIL]
- [DETAIL]
- [DETAIL]
Also, I couldn’t help but notice [A PERSONAL DETAIL FROM THEIR INQUIRY]. That sounds amazing! [OPEN-ENDED QUESTION RELATED TO PLANNING]? Looking forward to hearing more!
[YOUR NAME]
[BUSINESS NAME]
P.S. Looking for open-ended questions? Here’s some we have seen work well!
- What are the most important things you want for your wedding?
- What are the colors and themes you are thinking about?
- What kind of experience do you want to give your guests?
- Why are you interested in getting married here?
- How do you want to feel when you walk into your reception?
- What are the top three things you want at your wedding?
Save time on your lead replies with AI
The importance of lead replies? Check. The do’s and don’ts for improving your lead replies? Double check. Tools that can help you implement these strategies into your daily work? Triple check! That said, there’s one more tool in your toolbox that pros are starting to explore more: AI (artificial intelligence).
AI can help you save time and jumpstart brainstorming if you’re unsure about finding the right words—here’s a sample prompt to try:
Customize this prompt:
“You are a helpful sales assistant for a [TYPE OF BUSINESS] and your goal is to reply to a couple inquiring about [TYPE OF SERVICE] for their wedding. Write an email response to their inquiry and include these details [INCLUDE DETAILS FROM THEIR INQUIRY]. Write it in a voice that is [INCLUDE DETAILS ABOUT YOUR BRAND VOICE]. Keep it under 250 words. End with an open-ended question.”
Pro tip: Don’t forget to review the response to make sure it aligns with all the tips we’ve shared above!
Follow-up email strategy:
To stay top-of-mind, follow this proven 30-day cadence:
- Day 1: Confirm pricing and availability clearly.
- Day 3: Provide a helpful tool or planning resource, such as a wedding timeline or must-have photos list.
- Day 9: Create urgency with a limited-time promotion or special offer.
- Day 14: Send a friendly, informative email highlighting unique aspects of your business or personal touches that set you apart.
- Day 20: Offer another valuable tip or resource to help couples with wedding planning.
- Day 26: Send a recap email summarizing all previous communications and services offers you’ve provided.
- Day 30: Send a final email prompting action—a “last chance” to connect.
Pro tip: If you have a CRM or automation software, you can set up automations for some of these emails to save time and energy.
Post-event thank you notes:
Always express genuine gratitude after the event. This thoughtful gesture enhances your relationship, encourages positive reviews and builds goodwill for referrals.
Make sure all your lead reply emails follow these best practices:
- Keep it short (150 words or less)
- Be friendly yet professional
- Provide valuable information and helpful tools
- Create urgency when appropriate
- Let your personality shine through
- Conclude with one engaging, open-ended question to encourage replies
Let WeddingPro’s tools and resources help
Tools built based on decades of experience to help you level up your lead replies and increase conversions
WeddingPro is your trusted partner in navigating couple interactions, leveraging decades of industry expertise and insights to streamline your workflow and elevate your lead engagement. Our tools are designed specifically to support your business needs, ensuring you feel confident and capable at every stage of the sales process.
Increase visibility and get more leads with a Storefront
Before you have the chance to reply to an inquiry you have to get it—and advertising with WeddingPro helps you get in front of couples at the right time as well as share the information they need in order to make an initial decision.
Pro tip: 77% of couples say pricing is the most important factor they consider before contacting a vendor. Include upfront pricing information on your Storefronts to get stronger leads from more of your ideal couples.
Centralize communications in your WeddingPro Inbox
When you’re busy running a business, streamlining your communications is key—and today’s couples expect replies sooner than ever. In fact, pros who respond within 3 hours of receiving a message from couples are twice as likely to hear back. With WeddingPro Inbox, you can have everything you need to expedite your lead replies and communication. From a messaging hub to Quick replies templates, get your inbox organized—and turn more couples into clients.
Optimize your lead replies strategy
Tools like Read receipts in WeddingPro Inbox help you know when to follow up by showing when a couple has seen your reply. Plus, lead tags that show couple activity on our sites and with your Storefronts enable you to gauge intent and prioritize higher-intent leads.
Need some guidance on how to strengthen your lead replies to maximize your chances of booking? WeddingPro’s got your back. When a couple’s first message hits your inbox, you’ll see a banner with a rating of your drafted reply, based on our data-backed guidance. Click on it to access top tips to get couples to engage back, courtesy of our WeddingPro Educators.
Key takeaways
Quick, personalized lead replies can help boost reply rates.
Different couples will prefer different communication channels, such as your WeddingPro Inbox vs. texts or emails.
Consistent follow-ups over a 30-day period help keep your business top of mind.
Inclusive language and open-ended questions encourage genuine conversations.
WeddingPro has your back with tools and resources that streamline communication, save time and add value to your wedding business.
Read on to take your lead replies from good to great!
Photos: Kir2Ben; Renee Hollingshead Photography
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