The problem: enquiries go cold between call and visit
Filling a childcare space is a chain of small moments: a parent enquires, books a visit, comes to see the setting, then decides. Every link in that chain leaks. A parent who booked a settling-in session on Monday has forgotten by Thursday. An emailed confirmation sits unopened. A waitlisted family drifts to another nursery because the follow-up never reached them.
None of this is a lack of interest. It is a lack of a reminder that actually gets seen at the right moment. For a small setting where every space matters, that gap is the difference between a full register and a vacancy.
Why SMS, not email, for reminders
Parents of young children are busy and rarely at a desk. A reminder needs to reach them on the phone that is already in their hand, and be read now rather than hours later. That is exactly what SMS does, and the channel data shows why it beats email for time-sensitive prompts.
Figures are widely reported industry averages for opt-in business messaging, not one setting's own results. SMS open rates are typically cited around 98% against roughly 20% for email. Open rate measures messages viewed on the device, so read it as visibility rather than deep engagement.
Speed is the other half. A reminder read within minutes reaches the parent while they can still act on it, note the time, set off, or reply to reschedule rather than simply not turning up.
Around 90% of text messages are read within three minutes of delivery, while email is commonly read hours later or missed. Source: aggregated 2026 SMS industry benchmarks.
How childminders use Smart Follow Ups SMS
The same Smart Follow Ups account that answers enquiry calls sends the texts that keep families engaged from first visit to registration. Each message is short, factual, and timed to the moment it matters.
Visit confirmation
As soon as a parent books a visit, an instant SMS confirms the date, time and address so nothing is lost after the call.
Day-before reminder
A reminder the day before the visit or settling-in session cuts the no-shows that come from parents simply forgetting.
Waitlist updates
When a space frees up, waitlisted families get a text with the offer and a deadline, so the space fills fast.
Post-visit follow-up
A friendly follow-up after the visit keeps your setting front of mind while the parent is deciding.
The parent journey, with SMS at each step
Illustrative journey. SMS touches the moments between steps where enquiries usually go cold.
What a good reminder looks like
The wording matters. A childcare reminder should be warm, clear and easy to act on, never salesy. For example:
Hi Sarah, this is Little Acorns confirming your visit tomorrow at 10am, 14 Mill Lane. Reply to this message if you need to change the time. We look forward to meeting you and Jack.
It names the setting, states the appointment, gives the address, and offers an easy way to reply. That is the line between a helpful reminder and a nuisance, and it keeps the message firmly on the right side of the rules.
Kept compliant by design
Reminders about a visit or session a parent has already booked are transactional service messages, not marketing, so they sit outside most PECR marketing-consent rules. Offers and promotions are different: those are marketing and need prior consent. Smart Follow Ups reminders identify your setting, stay factual, and give parents an easy way to reply or opt out. For the full detail, see the PECR and GDPR SMS compliance guide.
Set this up for your setting
Any childminder or nursery on Smart Follow Ups can send these reminders. The same number that answers your enquiry calls sends the texts, so parents get a consistent, professional experience from first contact to first day.