Overview
Automated Campaigns help you bring clients back and fill open availability without ongoing effort. Because these messages are sent automatically, your content needs to work at any time, for any client, without manual edits.
You don’t need marketing experience to get this right. You just need clear, neutral messages that make booking easy and avoid details that automation can’t guarantee.
The guidance below shows what works, why it matters, and what to avoid when writing content for Boulevard’s automated email and text marketing campaigns.
Content Best Practices
1. Make the message clear and focused
These principles ensure your clients immediately understand what the message is about and what to do next.
Principle | Why it matters | What to do | What not to do |
Lead with the benefit | Your clients decide in seconds whether to keep reading your message | Start with availability or a clear signal that it’s a great time to book | Open with greetings, brand slogans, or “checking in” language |
Highlight one topic per message | Too much information reduces clicks and bookings | Focus the entire message on booking the next visit | Promote multiple services, products, or business announcements |
Avoid questions that expect a response | Questions can slow action in automated messages | Tell clients how to book and include the booking link | Ask if they’d like to book or check availability |
Good example:
“{{client.first_name}}, we’ve got a last-minute opening if you’re interested. Your next visit is easy to schedule!
Book your next appointment here: [link]”
Bad example:
“Hi there. We wanted to check in and share a few updates from our team. We’ve added new services, refreshed our space, and have some exciting things coming soon.
Would you like to book an appointment? Let us know what you’re looking for.”
2. Avoid specifics that automation can’t guarantee
These principles prevent messages from feeling incorrect or confusing when sent automatically.
Principle | Why it matters | What to do | What not to do |
Communicate with flexible timing
| Your automated campaigns send at different days and times | Use time-agnostic language like “coming up soon” or “available appointments” | Mention specific days, dates, or timeframes
|
Avoid assumptions | Details that don’t apply can confuse or frustrate clients | Use neutral language that applies to all clients | Guess how long it’s been or why they haven’t booked |
Keep your content service-agnostic | Each one of your clients has unique needs | Use “appointment,” “next visit,” or “schedule” | Name specific treatments or service types |
Good example:
“We’ve got open availability coming up! You can easily book your next visit online.
Pick a time here: [link]”
Bad example:
“It’s been a few weeks since your last facial. We have openings this week, including a few evenings.
Are you ready to book your next visit? Reply to let us know what works.”
3. Reduce friction and pressure
These principles help your clients feel comfortable booking without hesitation.
Principle | Why it matters | What to do | What not to do |
Make booking feel easy | Pressure causes clients to delay or ignore messages | Use calm, optional phrasing and one clear booking link | Create urgency, guilt, or fear of missing out |
Don’t rely on discounts | Discounts train your clients to wait for offers | Lead with availability and routine care | Default to promotions to drive bookings |
Good example:
“Appointments are available whenever it works for you. Take a look and book your next visit when you’re ready.
Schedule here: [link]”
Bad example:
“Spots are filling fast and you don’t want to miss out! Book today to lock in your 20% discount before it expires.
Claim your offer now: [link]”
4. Build trust and consistency over time
These principles help your message come across clearly in email and text.
Principle | Why it matters | What to do | What not to do |
Use personable language | Your clients trust messages that sound human | Write the way your front desk would speak to a regular client | Use marketing, sales, or promotional language |
Keep your tone consistent | A mixed tone feels unprofessional and unreliable | Use the same tone in email and text | Change style or formality between channels |
Make your business name obvious | Your clients receive texts from many businesses | Clearly identify your business in every text | Assume your clients know who the text is from |
Good example:
"We’re here when you’re ready for your next visit. Booking is simple and always available online.
Schedule here: [link]"
Bad example:
“Hey beautiful. Big news from your favorite self-care destination. We’re offering exclusive VIP access just for you.
Tap now and don’t miss out.”
Choosing a channel
Use text and email for different purposes. Both work best when the messages match how your clients read.
Text works best when:
You want clients to see the message quickly.
The message can be understood at a glance.
The goal is a fast booking with minimal reading.
Email works best when:
You want to add a bit more context without overexplaining.
You want a clear booking button clients can tap or click.
You want to reinforce your brand in a calm, non-urgent way.
Using both together increases reach and client engagement without adding manual work.
Examples
Example Text Messages
“Appointments are available. Book your next visit here: [link]”
“Ready when you are. Schedule your next visit: [link]”
“Our next appointment is easy to set up. Start here: [link]”
“Take a moment to plan your next visit: [link]”
“We’re booking appointments online. Reserve yours here: [link]”
“When it works for you, we’re here. Book here: [link]”
Example Email Subject Lines
“Appointments are available at {{ business.name }}”
“Book your next visit at {{ business.name }}”
“Now booking at {{ business.name }}”
“Your next visit starts here”
“Ready to book your next visit?”
“Plan your next visit with {{ business.name }}”
Final Rule of Thumb
If your message quickly explains why booking makes sense and makes it easy to book, it will perform well.
Automated campaigns aren’t about perfect personalization or clever copy. They’re about consistency, clarity, and removing friction. Start with the principles at the top, review your content every few months, and let the automation do the work.