Booking Confirmed? What to Email Next for Better Show-Up Rates.

For location-based entertainment (LBE) businesses, a booking confirmation isn’t the end of the customer journey, it’s the beginning of a crucial window where your communication can make or break show-up rates. Below we will explore what to email after a booking is confirmed, offering practical tactics for boosting attendance, strengthening customer retention, and leveraging email marketing platforms for optimal results.

The Booking Confirmation: Setting the Right Tone and Expectations

Immediate Confirmation and Warm Welcome

The first email after a booking should confirm the reservation and set a positive, anticipatory tone. Personalization is key, address guests by name, reference their chosen activity, and express genuine excitement for their visit. This initial touchpoint reassures guests that their booking is secure and that your team is ready to deliver a memorable experience.

Key Elements to Include:

Booking details: Date, time, location, and activity specifics
Contact information: How to reach your venue for questions or changes
What to expect: Brief overview of the experience, dress code, or arrival instructions
Digital waiver reminder: Encourage guests to complete waivers in advance, streamlining check-in and reducing day-of friction

Digital Waivers as a Strategic Entry Point

Including a digital waiver link in your confirmation email is a best practice for both operational efficiency and marketing. Every guest who signs a waiver becomes a valuable contact for future engagement, provided you obtain explicit consent for marketing communications. This not only speeds up check-in but also ensures you’re building a robust, compliant email list from every booking.

The Reminder Sequence: Timing, Content, and Multi-Channel Touches

Structured Reminder Flow

Don’t rely on a single confirmation email. A sequence of well-timed reminders can dramatically improve show-up rates. Research and best practices suggest sending three to four reminders, spaced to keep your event top-of-mind without overwhelming your guests.

Recommended Reminder Cadence:

Immediately after booking: Confirmation with all details and waiver link
3-7 days before the event: Friendly reminder with tips for preparation (e.g., what to bring, parking info, group coordination)
24 hours before: Final reminder, emphasizing arrival time, waiver completion, and any last-minute updates
Day-of (optional): SMS or email for real-time updates, weather alerts, or a quick “We’re excited to see you!”5

Content That Drives Attendance

Each reminder should add value and reduce barriers to attendance:

Highlight the benefits of attending (“Don’t miss out on this adventure!”)
Provide practical information (directions, parking, what to expect)
Reiterate the importance of completing digital waivers in advance
Offer a direct line for questions or last-minute changes

Multi-Channel Approach

While email is the backbone, consider supplementing with SMS reminders, especially for day-of updates. SMS read rates can be as high as 98%, making them an effective complement to email for ensuring guests don’t miss critical information.

Using Waivers and CRM Integration to Personalize and Automate

Seamless Data Collection and Integration

Digital waivers are more than a legal requirement, they’re a marketing goldmine. By integrating your waiver platform with your CRM or email marketing tool, you can automate data collection, segment your audience, and personalize follow-ups based on guest preferences and visit history.

Personalization Tactics:

Use guest names and reference specific activities in every email
Segment reminders by group type (birthday, corporate, family) for tailored messaging
Include personalized tips or offers based on past visits (e.g., “Welcome back!” or “First-timer? Here’s what to know.”)

Automated Flows for Efficiency

With CRM integration, you can trigger emails automatically at each stage of the guest journey:

Confirmation and waiver request upon booking
Reminders at set intervals
Post-visit thank-you and feedback requests

This automation ensures no guest slips through the cracks and that every communication is timely and relevant.

Optimizing Deliverability and Engagement with DirectIQ

Deliverability: The Foundation of Show-Up Success

Even the best-crafted emails are useless if they land in spam. DirectIQ offers industry-leading deliverability, with 99.9% inbox placement, smart inbox optimization, and automated bounce handling to ensure your reminders reach your guests.

Best Practices for Deliverability:

Use a verified sender address and connect your domain to your email platform
Regularly clean your list to remove inactive or invalid contacts
Employ DirectIQ’s Boost Lists to focus on highly engaged recipients, improving open rates and sender reputation
Test your templates with Inbox Preview and scan for spam triggers using tools like Spam Doctor

Analytics and Continuous Improvement

DirectIQ provides real-time analytics, allowing you to track open rates, clicks, and conversions for every campaign. Use this data to:

A/B test subject lines, content, and timing for maximum engagement
Identify which reminders drive the highest show-up rates
Continuously refine your approach based on performance insights

Security and Trust

DirectIQ’s advanced authentication protocols (SPF, DKIM, DMARC) protect your sender reputation and ensure your communications are trusted by both inbox providers and recipients.

Conclusion

A strategic post-booking email flow, anchored by timely confirmations, thoughtful reminders, and seamless digital waiver integration, is essential for maximizing show-up rates in location-based entertainment. By leveraging automation, personalization, and robust deliverability solutions like DirectIQ, you ensure every guest feels informed, valued, and eager to attend. The right emails at the right time don’t just fill your venue, they lay the foundation for lasting customer relationships and future visits.