Most agencies send a calendar invite and assume the prospect will show up. Some add a reminder from their booking tool 24 hours before. That is the entire confirmation process. It is not enough.
LaunchLeads, which has set over 152,000 appointments, identifies 70 percent as the benchmark for a healthy show rate and 65 percent as the floor for an acceptable one. Below 50 percent, the model is broken. The difference between a 45 percent show rate and a 72 percent show rate is not better leads. It is a confirmation sequence.
Touch 1: Immediate booking confirmation
Send a confirmation email the moment the call is booked. Include the calendar invite, the meeting link, and a single sentence about what the call will cover. The purpose of this touch is to create certainty. The prospect should not be wondering whether the booking went through or what to expect.
Touch 2: T minus 48 hours
Send an email 48 hours before the call. Include a piece of social proof: a case study, a client result, or a short testimonial. The purpose of this touch is to maintain intent. The prospect booked the call three days ago. Between then and now, their circumstances have not changed, but their attention has moved on. The T-48 email brings them back into the context of why they booked.
Touch 3: T minus 24 hours
Send an SMS 24 hours before the call. Keep it short. A version that works well: "Looking forward to speaking with you tomorrow at [time]. Is there anything specific you would like to make sure we cover?" This message does two things: it confirms the appointment and it invites engagement. A prospect who replies has now interacted with you twice before the call, which moves show rate and warms the conversation.
Touch 4: T minus 2 hours
Send a final email two hours before the call. Include the meeting link, your name, and a one-line description of what you will cover. Keep it to three sentences. The purpose is to remove friction at the moment the prospect is deciding whether to join.
Agencies that run this sequence consistently report show rates of 70 percent or above. Those that run no sequence typically land between 40 and 55 percent. The 15 to 30 percentage point gap represents real revenue. At 10 close calls per week with an average deal value of £5,000 per month, moving from 50 to 70 percent show rate is worth two extra calls per week, every week.