The Email That Keeps Customers Coming Back
Six months after you deliver a custom dining table, your customer has lived with it through daily meals, holiday gatherings, and homework sessions. They’ve noticed how the wood grain catches morning light. Their guests have asked where they got it. They’re finally ready to tell you how much they love it—if you give them the opportunity.
The six-month follow-up email is one of the most powerful tools in a custom woodworker’s marketing arsenal, and most makers never send it.
Why Six Months?
The timing is intentional:
Initial excitement has settled. At delivery, customers are thrilled with anything new. Six months later, they know if the piece truly works in their lives.
Long enough for quality proof. If there were going to be problems—finish issues, joint loosening, wood movement—they’d likely have appeared by now. A piece that’s performing well at six months will probably perform well for decades.
Relationship maintenance. After six months without contact, you’re fading from memory. This touchpoint keeps you relevant for future projects.
Seasonal transition. If you delivered in spring, you’re now reaching them in fall. Different seasons, different home needs—maybe now they’re thinking about that bookcase for the living room.
What to Include in Your Follow-Up Email
The Opening: Genuine Check-In
Start with authentic interest in their experience:
“I hope this finds you well. It’s been about six months since your walnut dining table found its home with you, and I wanted to check in. How is everything holding up? Is the piece working well for your family?”
Care Reminder
Use this as an opportunity to reinforce proper care:
“As we head into the drier winter months, a gentle reminder about wood care: maintaining consistent humidity (ideally 35-55%) helps prevent cracking. If you notice the air getting particularly dry, a small humidifier in the dining room can help protect the wood.”
Open-Ended Question
Invite response without requiring it:
“I’d love to hear how the table fits into your daily life. If you have a moment to share, I genuinely enjoy hearing how pieces get used over time.”
Soft Prompt for Reviews
If appropriate, gently request a testimonial:
“If you’ve been happy with your table and have a moment to share your experience, I’d be grateful for a few words. Customer reviews help other families find custom work when they’re searching. [Link to review platform]”
Future Possibility
Plant a seed without being pushy:
“If you’ve been thinking about other pieces for your home—a matching sideboard, built-in shelving, or something entirely different—I’m always happy to discuss ideas. No pressure, just wanted you to know the door is open.”
The Template You Can Adapt
Here’s a complete follow-up email template:
Subject: Checking in on your [piece name] – 6 months later
Hi [First Name],
I hope this message finds you well. It’s been about six months since your [walnut dining table/cherry bookcase/oak desk] was delivered, and I wanted to reach out to see how everything is going.
How is the piece working for your family? I always appreciate hearing how furniture fits into people’s daily lives—it’s the part of the work that drawings and shop photos can’t capture.
A quick seasonal note: as we move into [winter/summer], [humidity reminder appropriate to season]. If you ever have questions about care or notice anything concerning, please don’t hesitate to reach out.
If you’ve been enjoying the piece and have a moment, I’d be grateful if you’d share a brief review on [Google/Houzz/Instagram]. Hearing from happy customers helps other families discover custom woodwork. [Optional: Include direct link]
Thank you again for trusting me with your project. Working on pieces for your home was a genuine pleasure.
Warmly,
[Your Name]
[Your Shop Name]
[Phone number]
Automating the Process
You don’t need expensive CRM software to do this consistently:
- Calendar reminders: When you deliver a piece, immediately set a calendar reminder for 6 months out
- Spreadsheet tracking: Maintain a simple spreadsheet with customer name, email, piece delivered, delivery date, and follow-up sent date
- Email templates: Save template versions in your email drafts for quick personalization
- Weekly routine: Pick a day each week to send any follow-ups that have come due
What Happens When You Get Responses
Follow-up emails generate three types of responses:
Enthusiastic Praise
This is your gold. These customers will provide testimonials, post on social media, and refer friends. Ask if you can use their words, request permission to photograph the piece in their home, and thank them genuinely.
Constructive Feedback
Sometimes you’ll hear about minor issues—a drawer that sticks, a finish that’s marking differently than expected. Address these promptly and graciously. Resolving small concerns builds loyalty and prevents negative reviews.
No Response
Many people don’t reply, and that’s fine. You’ve reminded them you exist, demonstrated ongoing care, and planted seeds for future work. The email served its purpose whether or not they respond.
Turning Follow-Ups Into Referrals
Happy customers are your best marketing channel. When someone responds positively:
- Thank them sincerely
- Ask if they’d be willing to be a reference for future prospects
- Inquire whether they know anyone else who might appreciate custom work
- Offer a modest referral bonus (10% discount on future work, or a gift card)
Direct requests for referrals feel awkward to many woodworkers, but customers understand. They want to help you succeed, and they want their friends to experience the same quality they received.
When Follow-Ups Reveal Problems
Occasionally, a follow-up uncovers an issue the customer hadn’t reported. Maybe they were too polite to complain, or they assumed the problem was normal.
This is actually good news. You’ve discovered a problem before it festered into resentment, before they told everyone they knew about their disappointment. Now you can fix it and transform a neutral or negative experience into a positive one.
Always handle these situations generously. The cost of repair is almost always less than the cost of a damaged reputation.
Building a Follow-Up System
For woodworkers delivering 20-30 pieces per year, a simple follow-up system adds maybe 2-3 hours of work annually. The return on that investment:
- Increased repeat business: Customers who receive follow-ups are 40% more likely to commission additional work
- More testimonials: Direct requests dramatically increase review rates
- Early problem detection: Catch issues before they become complaints
- Referral opportunities: Warm introductions to new potential customers
- Relationship depth: Customers remember the makers who cared beyond the sale
Beyond Six Months
Consider additional touchpoints:
- One year: Brief “anniversary” check-in, especially for significant pieces
- Seasonal: Humidity reminders at the start of heating and cooling seasons
- Portfolio updates: “Wanted to share some recent work” emails with photos
- Holiday greetings: Simple year-end message maintaining connection
Each touchpoint keeps your name in front of past customers and reminds them who to call when they need more furniture.
The Bottom Line
The six-month follow-up email costs you nothing but a few minutes of time. It generates testimonials, reveals hidden problems, opens doors for repeat business, and differentiates you from every other woodworker who considers the job done at delivery.
Start today. Pull up your delivery records from six months ago, draft a personal email, and send it. The responses will convince you to make this a permanent part of your business practice.
