How Follow-Up Messages Work
1
Your initial DM is sent
A follower comments your keyword (or replies to your Story), and WilloSend fires the first automated DM with your link or offer.
2
WilloSend tracks link clicks
Behind the scenes, WilloSend monitors whether the recipient has clicked the link in your original DM.
3
The follow-up fires — but only for non-clickers
After the delay you set (24 or 48 hours), WilloSend sends the follow-up message only to followers who have not yet clicked the link. Anyone who already converted never receives the nudge.
4
You capture the leads you would have lost
The follow-up catches the people who were interested but distracted — turning a would-be missed lead into a click, a subscriber, or a sale.
Follow-up messages are sent only to users who have not clicked the link in the original DM. Followers who already clicked will never receive a duplicate message — so you never come across as spammy to your most engaged audience.
What to Write in Your Follow-Up
The best follow-up messages are short, low-pressure, and value-focused. Vary your tone from the first message so the exchange feels like a natural conversation rather than a copy-paste repeat.Gentle Reminder
“Hey [First Name] — just checking if you got a chance to grab the guide! Here’s the link again: [link] 😊”Works well for lead magnets and freebies where the value is clear.
Open-Door Offer
“Still thinking about it? Happy to answer any questions — just reply here!”Works well for higher-ticket offers, courses, or coaching where hesitation usually means unanswered questions.
Scarcity or Deadline
“Quick heads up — this offer closes Friday! Grab your spot here: [link] 🔥”Use sparingly and only when the deadline is real. Credibility matters more than urgency.
Social Proof
“A few people have already grabbed this and loved it — just wanted to make sure you didn’t miss out: [link]”Effective when you already have results or testimonials to back it up.
How to Configure Follow-Up Messages
1
Open your campaign settings
In your WilloSend dashboard, select the campaign you want to add a follow-up to and click Edit.
2
Enable Follow-Up Message
Scroll to the Follow-Up section and toggle Add Follow-Up Message to on.
3
Set the delay
Choose 24 hours or 48 hours after the original DM. A 24-hour delay works well for time-sensitive offers; 48 hours is better for evergreen content where people may need more time.
4
Write your follow-up text
Compose a message that’s distinct from your first DM in both content and tone. Include the link again — don’t assume they remember it or can find it easily.
5
Save and activate
Save your campaign. The follow-up will now automatically queue for every non-clicker going forward.
When NOT to Send a Follow-Up
Follow-up messages add the most value when your initial DM click rate is low or moderate. If your original DM is already converting well, adding a follow-up may provide diminishing returns — or occasionally feel unnecessary to recipients.Skip the follow-up if...
- Your initial DM click rate is already strong (check Analytics Dashboard)
- Your offer is highly time-sensitive and the follow-up window has passed
- Your audience is small and highly engaged — they likely already saw the first message
Use the follow-up when...
- Your initial click rate is below expectations
- You’re delivering a high-value freebie that many followers will genuinely want later
- You’re running a promotional campaign where recovering even a few extra conversions has meaningful impact
Use the Analytics Dashboard to compare click rates between campaigns with and without follow-ups. Test the same offer both ways across separate posts to find what works best for your audience.