SMS reminders – how to send automatic reminders to customers

What is an SMS reminder?

An SMS reminder is a short text message sent ahead of a booked appointment, an event or a deadline. The purpose is simple: to help the recipient remember and act in time.

The effect is quick to notice. Fewer no-shows, fewer missed deadlines, fewer forgotten registrations. The customer gets a better experience, and you get less administration to clean up afterwards.

SMS reminders are used in almost every industry where time matters. Healthcare sends them before appointments, dentists before checkups, hairdressers before haircuts. Municipalities remind residents about garbage collection. Companies remind customers about unpaid invoices. What ties all these uses together is that the message is time-sensitive — it has to get through, and it has to get through now.

What sets an SMS reminder apart from other types of text messages is that it is always tied to something the recipient already knows about. It is not marketing. It is a friendly aid to memory, at exactly the right moment.

When should you send an SMS reminder?

SMS reminders fit when there is a risk that the recipient forgets something important. Here are the most common uses.

Booked meetings and appointments

This is the classic use. An SMS reminder the day before an appointment markedly reduces the number of missed appointments. That applies to the hairdresser, the dentist, the health center or the advisor.

In healthcare, two reminders are often sent. First one two days before. Then one two hours before the appointment.

Events and registrations

SMS reminders are effective before a webinar, a course or a seminar. You can also send practical information about the venue and times. They also work well for last-minute changes.

If you want to build a whole event, you can read more about our event platform for registrations and tickets.

Payments and deadlines

An SMS reminder about an unpaid invoice dramatically improves how many people act in time. It is also a friendlier tone than a formal reminder letter.

Subscriptions and recurring services

Time for the car inspection? Time to book a new appointment? Time to renew the membership? Recurring reminders help the customer. They also keep the customer in the relationship with your company.

Follow-up after email

Sometimes an important email has not been opened. An SMS reminder can then reinforce the message. The combination of email and SMS therefore often gives better results than either channel on its own.

Timing – when should the reminder be sent?

The timing is one of the most important factors. Too early, and the reminder is forgotten. Too late, and the recipient does not have time to act. Here are guidelines that work for most industries.

Booked appointments: 24 to 48 hours before

For booking-based services, 24 hours before is a good default. That applies to hairdressers, dentists and clinics.

In healthcare, two reminders are often used. First one 48 hours before. Then there is time to reschedule. Then one 2 hours before. That is the last chance to remember.

Events and webinars: 3 days, 1 day and 2 hours before

For events, a chain of reminders often works better than a single message. A reminder 3 days before gives the recipient time to plan. One the day before reinforces it. One 2 hours before is the final push.

Payments: 3 to 7 days before the due date

For invoices, 3 to 7 days before the due date is a good time. The recipient then has time to act without stress.

Time of day

For private individuals, afternoon and early evening work best. Preferably between 4 and 8 pm. For business customers, office hours are better. Preferably between 9 am and 4 pm. Avoid early mornings and late evenings unless it is absolutely necessary.

How to write a good SMS reminder

A good SMS reminder is short, clear and easy to act on. Here are the most important principles to follow.

Be clear right away

The recipient should understand within a few seconds what the message is about. Put the most important thing first. Avoid long courtesy phrases.

For example: "Reminder of your appointment with us tomorrow at 2:30 pm" is better than "Hi and thank you for choosing us, we just want to remind you that…".

Keep it short

A text message holds 160 characters. Longer messages are split up. That can also cost more. So focus on one message. Does the recipient need more information? Link to a page where it is gathered.

Include the right information

A reminder without concrete information is worthless. Always include the date, time and place when relevant. If the recipient is expected to do something, that should also be clear.

Use a clear sender

The recipient should see right away who the message is from. A company name as the sender is much better than an anonymous number. For example "Salong Klipp" or "Paloma".

Personalize with care

You can use first names to make the message feel more personal. Keep in mind, though, that long names take up space. If you use variables, you need to allow for "Alexander" being longer than "Eva".

Examples of SMS reminders

Here are concrete examples that work for different contexts. Use them as templates and adapt them to your business.

Example: hairdresser or beauty treatment

"Hi Anna! Reminder of your appointment at Salong Klipp tomorrow at 2:30 pm. Need to reschedule? Reply MOVE or book here: salongklipp.se/omboka"

Example: dentist or healthcare appointment

"Reminder: your dentist appointment is tomorrow at 9:00 am at Storgatan 12. Reply CANCEL at least 24 hours before to avoid a fee."

Example: webinar or event

"Hi! Our webinar on email marketing starts tomorrow at 1:00 pm. Your link: paloma.se/webb123. Welcome!"

Example: registration closing soon

"Last chance! Registration for the course closes tonight at 11:59 pm. Secure your seat: kurskompaniet.se/anmal"

Example: payment reminder

"Reminder: your invoice no. 1234 is due in 3 days. Amount 1,250 SEK. Pay here: foretag.se/betala"

Example: subscription renewal

"Hi Per! Your membership renews automatically on May 15. If you want to make changes, log in at mittkonto.se before then."

Automatic SMS reminders

Do you often send the same type of reminder? Then doing it manually every time is inefficient. With an automated solution, the right message goes out to the right recipient at the right time. Without you lifting a finger.

When does automation fit?

Automatic SMS reminders fit best in four situations:

• recurring bookings where the same type of reminder should be sent
• events with many participants where everyone needs a reminder before the start
• customer journeys where the reminder is tied to a particular step
• timed flows where the recipient is reminded a set number of days before an event

How an automatic flow works

An automatic flow is triggered by an event. When someone books an appointment, the reminder is sent automatically. You never need to remember to press send.

In more advanced flows, you can combine SMS reminders with email and segmentation. Read more about marketing automation and how to build smart customer journeys.

How much no-shows decrease

Studies in healthcare and dental care show clear results. SMS reminders often reduce the number of no-shows by between 20 and 40 percent. The effect is greatest when the reminder is sent at the right time. Concrete information about how the recipient can reschedule also helps.

Why do SMS reminders work so well?

It comes down to four things. First, a text message shows up directly on the lock screen. Second, the message feels personal because it lands on the private phone. Third, the format forces clarity, because you only have 160 characters. Fourth, the recipient can act right away by replying, clicking a link or calling.

Financial effect

Imagine a dentist with 1,500 bookings a month. If the no-show rate is 10 percent, that is 150 missed appointments every month. SMS reminders can halve that figure to 5 percent. That means 75 more completed appointments a month.

With an average fee of 800 SEK, that is 60,000 SEK a month. Over a year, it adds up to 720,000 SEK in extra revenue.

SMS reminder or email?

Both channels have their strengths. The choice depends on the purpose, the time frame and the type of information.

An SMS reminder fits when:

• the message is time-sensitive and needs to be seen within minutes
• the information is short and needs no longer explanation
• the recipient should act right away, for example confirm or cancel
• the message must not get lost in the inbox

Email fits when:

• the information is longer or requires attachments
• the recipient needs time to read it through
• you want to include images and formatted text
• the cost per message matters (email is cheaper)

In many cases, the combination works best. Send the detailed information through a newsletter or email. Then follow up with an SMS reminder as the date approaches.

Rules and GDPR

When you send SMS reminders, you need to follow both the GDPR and the Swedish Marketing Act. The rules differ, however, depending on the type of reminder.

A reminder tied to a service

A reminder about a booked appointment is usually allowed without specific marketing consent. The same applies to a paid course or a payment to be made. The legal basis is then the performance of a contract or a legitimate interest. You still need to handle the personal data in accordance with the GDPR, though.

A reminder with marketing elements

Does the reminder contain offers or campaigns? Then it counts as direct marketing. In that case, active consent from the recipient is required.

Basic rules to follow

Regardless of the type of reminder, four basic rules apply:

• the purpose should be clear to the recipient
• personal data should be stored securely and not longer than necessary
• the recipient should be able to stop future reminders easily
• document how and when the recipient gave their consent

You can find more about the GDPR and digital communication in our guide to GDPR, customer communication and marketing.

Common mistakes to avoid

Some mistakes come up again and again when companies start sending SMS reminders. Here are the most important ones to avoid.

Too early or too late

A reminder a week before is forgotten. One two hours before a hairdresser appointment leaves no chance to reschedule. So think the timing through based on what the recipient actually needs to be able to do.

Anonymous or unclear sender

If the recipient does not know who sent the message, there is a high risk that it is ignored. So always use a company name as the sender.

No clear action

A reminder without clear information creates frustration. "Call us if you want to reschedule" is better than nothing. But a direct link is even better.

Too often

Three reminders about the same thing is usually too many. It is perceived as spam. It also damages the relationship. One or two reminders are enough in most cases.

Confusing abbreviations

Saving characters by abbreviating words is tempting but risky. Write clearly and in full instead. Does it not fit in 160 characters? Then consider whether the message can be shortened.

How to get started with Paloma

With Paloma, you send SMS reminders in a secure and structured way. You can schedule mailings and segment recipients. You can also combine SMS with email and automation in the same platform.

• • send SMS reminders to one or many recipients
  • schedule mailings in advance or automate flows
  • filter and segment recipient lists
  • add links and variable data such as name or time
  • combine SMS reminders with newsletters and events
  • follow up on delivery, clicks and results

Read more about SMS mailings with Paloma. Or create a free account to try it right away.

Frequently asked questions about SMS reminders

Learn more about SMS for businesses

Do you want to work in a more structured way with SMS in your communication? Here are more guides to help you along.

• SMS mailings for businesses – send text messages to customers easily
• SMS marketing – strategy, rules and examples
• Bulk SMS – how to reach many customers quickly
• SMS service for businesses – how to choose the right solution
• Marketing automation – automate customer journeys with SMS and email