Booking reminders: what to send clients and when

Most clients who do not turn up never decided to skip the appointment. They forgot. That is why the cheapest fix for no-shows is one message sent at the right time, before any fine or deposit.

When to send it

A confirmation right after booking. The client should get it within the same minute. It answers the question "did my booking go through", and it holds the exact time and address.

A reminder a day before. A day gives the client time to change plans and let you know, and gives you time to fill the free slot. A reminder two hours before saves almost nothing: someone who forgot will not make it in time.

One exception: if the client booked only a few hours ahead, skip the reminder. They still remember, and an extra message only annoys.

What to write

Keep it short. Studio name, date, time, address and how to cancel:

Studio Lotos: a reminder of your visit tomorrow, 18 September, at 14:00. Národní 12, Prague. Can't make it? You can cancel using the link in the email.

No threats, no discounts, no requests for a review. A reminder where the client has to hunt for the time of the visit works worse.

The cancel link

It seems that making cancelling easy will bring more cancellations. In practice it turns a no-show into a cancellation. A client who cannot come will not come either way. The only difference is whether you find out a day ahead or when the hour is already gone.

Email or SMS

Email is free and has room for everything: the address, a map, an add to calendar button. But it is easy to leave unopened. An SMS shows up right on the phone screen, so nearly everyone reads it, but it costs money and has little room.

A sensible setup: confirmation and reminder by email for everyone, plus an SMS reminder where a no-show is expensive, such as long treatments. For those visits, add a deposit as well.

How to do it without manual work

Writing to every client by hand works while there are ten a week. Beyond that it takes more time than it saves. In Termeva the confirmation and reminder go out on their own, in the language the client booked in. You can compare plans on the pricing page.