How to build a boiler service reminder sequence

Step 1: Start with consent, not copy

Short answer: before writing a word, sort your customer list by the permission you can actually show.

Canada's anti-spam rules apply to commercial texts and emails. The CRTC's FAQ describes the general expectations: you need consent, you must identify yourself and you need a working way to unsubscribe. It also notes that senders should be able to prove consent. ISED's consent page describes the difference between express consent and implied consent, and implied consent can have time limits.

In practice, we tag each customer record with one of three statuses:

If most of your list lands in "unknown", that is not a failure. It is a reason to add opt-in moments to every invoice, plan sign-up and service visit. Our service list audit guide walks through the sort.

Step 2: Choose channels per customer

Short answer: use the channel each customer agreed to, and plan for two channels where possible.

• Text is read quickly and works well for short, action-oriented reminders.
• Email carries more detail, such as what the visit includes and how to prepare.
• Postal mail reaches people who don't use the other two, and it doesn't depend on electronic consent in the same way.

A mix usually works better than any single channel. A text that gets ignored is often followed by an email that gets read.

Step 3: Time it to your season and your capacity

Short answer: send reminders weeks before the cold arrives, and only as fast as your team can book visits.

The heating season starts at different times across the country. Coastal British Columbia has milder winters, while the Prairies and the North need heat for much of the year; our coverage hub has a page per region. A sensible default for southern Canada is to start in mid-August. In colder regions, start earlier.

Within the window, release reminders in batches. If your team can do 40 visits a week, sending 400 reminders on one day creates a backlog. Send to plan members first, then other consenting customers, and pause when the booking calendar fills.

Step 4: Write short messages with one clear action

Short answer: say who you are, why you are writing, what to do next, and how to stop receiving messages.

All templates below use placeholders. Replace them with your own details.

First reminder (text)

"Hi [First name], it's [Business name]. Your boiler's yearly check is due in [Month]. Reply YES and we'll call to book a time, or call [Phone]. Reply STOP to opt out."

First reminder (email)

Subject: "Your boiler's yearly visit is due, [First name]"

"Hi [First name], this is [Business name]. Our records show your [Equipment type] was last serviced in [Month, Year]. We're booking yearly visits for [Month] now. Reply to this email or call [Phone] to choose a time. [If plan member: Your visit is included in your plan.] You can stop these reminders at any time using the link below. [Business name], [Mailing address]."

Follow-up (text, 7–10 days later)

"Hi [First name], [Business name] here again. We still have openings in [Month] for your boiler visit. Reply YES to book or STOP to opt out."

Final note (email, 2–3 weeks later)

A short email saying the booking window is closing, with the phone number and a reply option.

Step 5: Handle replies and opt-outs properly

Short answer: answer replies quickly, honour opt-outs promptly and record both.

A reminder that gets a "YES" and no call back for a week does more harm than no reminder at all. Assign someone in the office to reply-handling during the campaign window. When someone opts out, record it in the customer file so they don't receive marketing messages from another system later.

Step 6: Measure and adjust

Short answer: track bookings per hundred reminders, opt-out rate and how quickly people book.

After each batch, look at:

• visits booked per hundred reminders sent
• days from reminder to booking
• opt-out rate
• which channel produced the most bookings

If opt-outs rise, review timing and tone. If bookings are low but opt-outs are also low, the message may be unclear or the booking step too hard. The service reminders page explains how we report these numbers.

Regional notes for reminders

Short answer: language and timing vary by region, and both affect your messages.

• Quebec: the OQLF explains French-language obligations for businesses, including commercial communications. Plan for French-first reminders for Quebec customers; see our Quebec page.
• New Brunswick: many households prefer French; offering reminders in both languages is good service, even where not required.
• Nunavut: territorial language law affects commercial communications; see the territories page.

Common mistakes

Short answer: blasting the whole list, sending during the rush and making booking hard.

1. Sending to contacts with no documented consent.
2. Writing long messages that bury the booking step.
3. Starting reminders when the first cold snap has already hit.
4. Forgetting the opt-out instruction.
5. Letting replies sit unanswered.
6. Not recording which reminder produced which booking.

Each of these is easy to fix once you know to look for it. If you would rather have the sequence built for you, call, text or email, and we'll review your current reminders during the free 7-day review.