The timing and the content
The right moment is the day before, late in the afternoon. Earlier is too early and the message gets mentally filed; an hour before is too late for any reorganising. The day before is the only moment when a reminder can still change something.
The content has to fit on one screen: day, time, booked services, where you are and a link to move or cancel. Everything else — long greetings, promotions, invitations to follow you on social — reduces the chance the important information gets read.
The link to move is the part almost everyone forgets and the one that gives back the most. A reminder with no way out puts the client who can't come in front of an awkward choice: call and explain herself, or not turn up.
The information that counts
The chart is qualitative and shows how useful each element of the reminder is.
Useful reminder and useless reminder
The table separates a message that changes something from one that gets ignored.
| Aspect | Useless | Useful |
|---|---|---|
| Timing | An hour before | The day before |
| Length | Several paragraphs | One screen |
| Way out | A number to call | A link to move it |
| Content | Promotions too | Only the appointment |
How to write them
Pick the moment
The day before, late afternoon.
Lead with the information
Day, time and services on the first line.
Add the way out
A link to move or cancel.
Check the preview
On a phone only the first line gets read.
How to set them up
- Send the day before, at the hour that suits your clients.
- Keep the message to one screen.
- Always include the link to move or cancel.
The send time can be tuned to your own audience. A salon with office clients sends late afternoon; one with clients who are freer during the day can go earlier. The rule stays the same: early enough for the person to still be able to decide.
It's worth checking how the message lands on a phone, because the first line is what shows in the preview. If the preview says "Dear client, thank you for..." instead of "Tomorrow at 3:30pm", the reminder works far less well.
Confirmation, reminder and a link to change
Saloria sends the acknowledgement of a request, the confirmation, the change or cancellation notice and the day-before reminder, at the local time the salon chooses. Every message carries the link the client uses to move or cancel herself, within the limit the salon sets. Notifications to the salon can be switched off.
Frequently asked questions
When should the reminder go out?
The day before, late afternoon: it's the last moment the client can still reorganise or cancel in time.
What should the reminder say?
Day, time, booked services, address and a link to move or cancel. Nothing else.
Can I add a promotion?
Better not. A reminder is a service message; promotions need a different consent and make the rest less likely to be read.