What Does the Research Say?
Automated reminders are common advice for reducing no-shows. But does the research support this? And if so, what kind of reminders work best?
This article reviews published research on reminder effectiveness and translates it into practical recommendations for pet businesses.
The Core Finding: Reminders Work
A 2024 meta-analysis published in the Journal of Medical Internet Research examined 45 studies on appointment reminders (JMIR 2024).
Key finding: SMS reminders reduced missed appointments by up to 43% compared to no reminders.
This was across healthcare settings, but the principle applies to any appointment-based service. When customers are reminded about upcoming appointments, they're significantly more likely to show up.
SMS vs Email: What Works Better?
The research suggests SMS outperforms email for reminders:
| Channel | Typical Open Rate | Response Time |
|---|---|---|
| SMS | 90%+ | Minutes |
| 20-30% | Hours to days |
Why SMS works:
- Almost everyone has their phone nearby
- SMS notifications are harder to ignore
- Shorter messages are read quickly
- Feels more immediate and personal
Email still has value:
- More space for details (address, parking, what to bring)
- Provides a record the customer can search later
- Lower cost than SMS
- Better for longer-form content
Best practice: Use both. SMS for the alert, email for the details.
Optimal Timing
When should reminders go out?
Research consensus: 24-48 hours before the appointment is the sweet spot.
| Timing | Effect |
|---|---|
| 1 week before | Good for advance planning, but too early to prevent forgetting |
| 24-48 hours before | Optimal: allows rescheduling if needed, fresh in memory |
| Same day (morning) | Good additional reminder, especially for afternoon appointments |
| 2 hours before | Reduces genuine forgetfulness, too late for easy rescheduling |
Multi-reminder strategy: Many businesses find that sending 2-3 reminders at different intervals works best:
- 1 week before: "Your appointment is coming up next week"
- 24 hours before: "Reminder: [Pet] has a groom tomorrow at 10am"
- 2 hours before: "See you soon! [Pet]'s appointment is at 10am today"
Confirmation Requests Improve Results
Reminders that ask for confirmation outperform passive reminders.
Passive reminder: "Reminder: Your appointment is tomorrow at 10am."
Active confirmation: "Reminder: Your appointment is tomorrow at 10am. Reply YES to confirm or call us to reschedule."
When customers actively confirm, two things happen:
- They create a psychological commitment
- You identify at-risk appointments (no response = follow up)
Personalisation Matters
Generic reminders are less effective than personalised ones.
Generic: "Reminder: You have an appointment tomorrow."
Personalised: "Hi Sarah, Bella's grooming appointment is tomorrow (Thursday) at 10am at Happy Paws Bondi."
Personalisation elements that improve response:
- Customer name
- Pet name
- Specific service
- Date and time (including day of week)
- Location or address
Combining Strategies
Research on appointment attendance (from restaurant and healthcare sectors) suggests combining multiple strategies has compounding effects:
| Strategy | Estimated No-Show Reduction |
|---|---|
| SMS reminder only | 20-43% |
| + Confirmation request | Additional 10-15% |
| + Card on file | Additional 10-16% |
| + Deposit required | Additional 20-57% |
Combining reminders with card-on-file and deposits can reduce no-shows by 40-70% (OpenTable, Gingr).
The Human Element
Automation handles the mechanics, but content matters.
Tone considerations:
- Friendly, not robotic
- Clear, not cluttered
- Actionable (what to do if they can't make it)
What to include:
- Pet name (personalisation)
- Date and time (including day of week)
- Location (especially if you have multiple)
- What to bring (if applicable)
- Easy reschedule option
Example template:
Hi [Customer],
This is a friendly reminder that [Pet] has a [Service] appointment tomorrow ([Day]) at [Time].
Location: [Address]
Need to reschedule? [Link] or call us on [Phone].
See you soon! [Business Name]
Implementation Considerations
SMS Costs
SMS reminders have a cost. In Australia, expect to pay around $0.05-0.10 per SMS depending on volume and provider.
Cost-benefit calculation:
If you send 2 reminders per appointment:
- Cost: $0.10-0.20 per appointment
- If your average service is $95 and reminders reduce no-shows by 40%, the prevented revenue loss far exceeds the SMS cost.
Customer Preferences
Some customers prefer not to receive SMS. Good systems allow customers to opt for email-only reminders or set their own preferences.
Timing Your Send
Be thoughtful about when messages arrive:
- Avoid very early morning or late night
- Business hours or early evening work best
- Consider the appointment time (morning appointment = remind the evening before)
How Petboost Helps
Petboost sends automated reminders at configurable intervals:
- 1 week before: Optional advance notice
- 24 hours before: Standard reminder
- 2 hours before: Day-of reminder
Both SMS and email are included. Each reminder includes the pet name, service, date, time, and easy reschedule options. Combined with pre-authorisation and card-on-file, you have a complete no-show prevention system.
The Bottom Line
Research supports what many businesses have observed: automated reminders significantly reduce missed appointments. SMS is more effective than email alone, but combining both is best. Timing matters (24-48 hours is optimal), and asking for confirmation improves results.
The cost of reminders is small compared to the cost of empty appointment slots.
Ready to Automate Your Reminders?
Petboost sends automated reminders by SMS and email at intervals you choose. Customers receive personalised reminders with easy reschedule options. Setup takes minutes.
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