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EMAIL AND CRM
Email and CRM automation that keeps every enquiry in one place
A useful CRM connection puts each enquiry into the tool you already use, with the source and the message attached, then sends only the messages you have approved. It is a tidy record, not a licence to email everyone who has ever been in touch.
- Enquiries land in one agreed place
- Acknowledgements and stop rules you have approved
- Quoted to your brief
This is part of our business automation work, scoped from an enquiry. Follow-on website work uses our published packages, from £1,000.
01 / What this is
Every enquiry should land in one place, with the next step attached
A useful website will already collect names, messages and contact details. The trouble starts after that.
Email and CRM automation, as we set it up, is the work of putting that record in order. An enquiry should arrive in the tool you have chosen, with the source, the message and a next action attached. An acknowledgement can go out so the person knows you have the message.
This is not a licence to email everyone who has ever been in touch. It is a tidy record, and a small set of messages you have signed off, running from a system you can see into. Chasing a quiet quote sits on our lead follow-up page. The first conversation on the website sits on AI chatbot service.
02 / When the record-keeping is the bottleneck
The lead exists, but not in a form anyone can use
If people cannot find you, or cannot work out how to get in touch, fix the website first.
Messages arrive by three different routes
A form goes to one inbox, a chat notification to another, and a voicemail stays on a handset. The person who should reply has to reconstruct the conversation from memory.
Nobody is sure who owns the enquiry
When two people could reply, both sometimes wait, or both reply with different answers.
Acknowledgements are sent only when someone remembers
A short “we have your message” email is easy to skip on a busy afternoon, and the visitor is left wondering whether the form worked.
Sequences keep going after the work is done
A welcome series that continues after someone has booked, or said they are not interested, does more harm than a missed email.
03 / What we set up
A record, the fields you need, and messages you have approved
We start from the inboxes and software you already use, rather than asking you to buy a new stack you do not need.
One place for the enquiry
Website forms, and other agreed sources, should create or update a record in the CRM or mailbox workflow you already rely on.
Tags and stages you will actually use
A long list of tags that nobody updates is worse than a short list that matches how you work.
Acknowledgements and simple emails
You approve the wording, the timing and the audience before anything is sent. Transactional messages, such as “we have your enquiry”, are treated differently from marketing emails, which need a lawful basis and a clear way to opt out.
Stop rules that are tested
A sequence should end when someone books, asks to be removed, or becomes a customer you now handle in person.
04 / How it works
Start with the inboxes you already have
01
Audit the current mess, honestly
We look at where enquiries actually land today: forms, forwarded mail, chat exports, phone notes and any CRM you already pay for. The aim is to see the gaps, not to sell you another product.
02
Agree the fields and the messages
We write down the few details that make a record useful, the stages you will use, and the emails you are willing to send.
03
Connect a form and follow a record through
We submit a test enquiry from your website, confirm that the record appears in the right place, and check that the acknowledgement and any later message arrive as agreed, then stop when they should.
05 / Consent and good sense
A tidy CRM is not permission to email everyone
Electronic mail used for marketing is regulated in the UK, and the rules are not the same as those for a simple “we have your message” reply. The ICO guide to electronic mail marketing is the official starting point. We are not giving legal advice, and we will not set up a broadcast to old leads without a conversation about whether you have a lawful basis to do it.
Marketing and service messages are not the same thing
Confirming an enquiry, sending a quote you were asked for, or emailing an invoice is not the same as a newsletter or a promotional sequence.
Unsubscribes and objections have to work
If a message needs a way to opt out, that link has to function, and the record has to update.
You remain responsible for the data
We agree in writing which tools will hold names, email addresses and message history, and we will not send those details to a product you have not approved. For official guidance, see the ICO’s AI resources. This is not legal advice.
We will not use an automation to write replies that invent a price or a legal, medical or financial view. If a message needs judgement, it should be drafted or approved by a person. The Department for Science, Innovation and Technology’s AI adoption survey 2026 found that most UK businesses still apply some human oversight to AI-generated outputs. That is a sensible way to treat outbound email as well.
06 / How it fits
The record is useful only if the rest of the path is clear
A CRM cannot rescue a website that hides the form, and it cannot do the job of a person who still needs to pick up the phone.
Fed by the website, and by chat
Forms, and a chatbot that has captured an enquiry, should create the same kind of record, not two rival versions of the same person. If the site itself is unclear, start with the enquiry path or a £99 SEO audit before you invest in the filing system behind it.
Alongside follow-up, bookings and invoices
Once the record exists, a quiet quote can be followed up, a booking can close the enquiry, and an invoice can use the same details. Those workflows are described under lead follow-up, online booking and invoicing, and we only connect them if you ask us to.
On the tools you already pay for, where they allow it
If you already use a CRM or an email tool that can accept a reliable connection, we start there.
07 / Pricing
Quoted to your brief
We do not sell a one-size CRM package, and we do not publish a fixed price for this work. The scope depends on the sources of enquiries, the tool that will hold the records, and the messages you want to send.
If the website itself needs work, those prices are already published: new websites from £1,000, Business multi-page websites from £2,500, optional support from £99 a month, and SEO from £500 a month. Those figures are for the services on our pricing page, not an automation subscription.
Send an enquiry08 / Guides
Helpful reading
09 / Get started
Tell us where enquiries land today
The most useful brief is a short tour of your current inboxes and tools, and a note on the messages you already send, or wish you sent consistently. We will tell you whether a CRM connection is the right starting point, or whether the website path should be tidied first.
- Scoped from your brief
- Built around the tools you already use
- Tested with a complete enquiry record
Want the wider picture first? See all business automation.
Why choose us
A CRM connection from the team that built the form
Records go wrong when the website, the form and the mailbox are designed in isolation.
See our awards, or start with a £99 SEO audit if you are not yet sure the website is sending you the right details.
Questions
Good to know
Do I need to buy a new CRM?
Not if the tool you already use can accept a reliable connection. We start from your current inboxes and software. If that tool cannot support the path safely, we will explain the limitation before we start, rather than forcing a migration you did not ask for.
How is this different from lead follow-up?
This page is about the record and the everyday messages that belong with it: an acknowledgement, a stage, and stop rules. Lead follow-up is the later sequence for a quote or enquiry that has gone quiet. The two often work together, and they are quoted separately if both are in the brief.
Can you work with the email tool I already use?
Yes, where it allows a reliable connection. We will not ask you to change tools for the sake of it. If a limitation in the product would break acknowledgements, unsubscribes or the record itself, we will tell you before we connect anything.
How do you handle consent and unsubscribes?
Marketing email is treated differently from a simple “we have your message” reply. You remain responsible for having a lawful basis where one is needed. An unsubscribe or an objection has to work, and the record has to update. We are not giving legal advice; see the ICO’s guide to electronic mail marketing.
Can website forms go straight into the CRM?
That is usually the first connection we make. A test enquiry from your website should create or update a record, with the original message attached, so nobody has to copy it across by hand.
Will this send marketing to old leads automatically?
No. We will not plug a historic list into a broadcast or a sequence without a conversation about whether you have a lawful basis to contact those people. A tidy CRM is not permission to email everyone.
How much does email and CRM automation cost?
It is quoted to your brief. We do not publish a fixed CRM package price; the work depends on the sources, the tool, and the messages you want to send. If the website needs work first, those prices are published: websites from £1,000, support from £99 a month, and SEO from £500 a month.
Where is the data stored?
In the tools you have approved, which we agree in writing. We will not send names, email addresses or message history to a product you have not agreed to use. You remain responsible for that information. See the ICO’s resources for official guidance. This is not legal advice.
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Tell us where enquiries land today, and which emails you already send. We will come back with a clear plan.