Here's a number that should keep you up at night: the average workshop loses 20-30% of customers each year to simple forgetfulness. Not bad service. Not competition. Just... they forgot to come back.
In New Zealand, we have a built-in marketing opportunity that most workshops completely waste: WOF expiry dates. Every six or twelve months, every car owner in the country HAS to get their vehicle inspected. That's guaranteed demand, delivered to your customer database on a silver platter.
Yet most workshops still rely on customers remembering to come back. Spoiler: they don't remember. They're busy. They've got jobs, kids, lives. Your workshop isn't top of mind until they notice that little sticker says "expired."
This guide shows you how to fix that - with automated WOF reminders that actually work.
97%
SMS open rate (vs 20% for email)
15-25%
Typical booking rate from reminders
$12K+
Potential annual revenue from reminders
Why WOF Reminders Matter (The Numbers)
Let's do some quick maths for a typical NZ workshop:
Revenue Calculation
- Active customers: 500
- Vehicles needing annual WOF: ~400
- Without reminders, ~30% forget or go elsewhere: 120 lost jobs
- With effective reminders, recapture 50% of those: 60 extra jobs
- Average WOF + service value: $200
- Extra annual revenue: $12,000
That's just from WOF reminders. Add service interval reminders and you could double it. For a few dollars in SMS costs and some software setup, the ROI is ridiculous.
The Anatomy of an Effective WOF Reminder
Not all reminders are equal. A vague "your service might be due" email gets ignored. A well-crafted, timely reminder gets bookings.
Here's what works:
Weak Reminder
"Dear Customer, We hope this email finds you well. We wanted to remind you that your vehicle may be due for service soon. Please contact us at your convenience to book an appointment. Kind regards, ABC Motors"
Problems: Impersonal, vague timing, no urgency, requires customer effort
Strong Reminder
"Hi Sarah, your Mazda 3's WOF expires on 15 March - just 2 weeks away! Book online now at [link] or reply to this text. We have slots available next week. - ABC Motors, Upper Hutt"
Wins: Personal, specific date, urgency, easy action, clear identity
The Key Elements
1. Use Their Name
"Hi Sarah" beats "Dear Customer" every time. People respond to their name. It shows you know who they are, not just sending spam.
2. Mention Their Vehicle
"Your Mazda 3" is way more relevant than "your vehicle." It proves this message is actually about their car, not a generic blast.
3. Specific Date, Specific Urgency
"Expires 15 March - 2 weeks away" creates action. "May be due soon" creates procrastination.
4. Easy Action
Online booking link, or "reply YES to book." The fewer steps, the higher conversion. Don't make them hunt for your phone number.
5. Clear Identity
Sign off with your workshop name and location. People get lots of texts - make it immediately clear who you are.
Timing: When to Send Reminders
Timing is everything. Too early and they forget. Too late and they've already booked elsewhere (or they're driving around with an expired WOF and don't care anymore).
| Timing | Channel | Purpose |
|---|---|---|
| 4 weeks before expiry | Early notice - plant the seed, mention any current promotions | |
| 2 weeks before expiry | SMS | Primary reminder - specific date, booking link, urgency |
| 3 days before expiry | SMS | Final reminder - "Last chance, WOF expires Monday!" |
| Day of expiry (if not booked) | SMS | Expired notice - "Your WOF is now expired. Book today?" |
Don't Overdo It
Four messages max. Any more and you're annoying. The goal is helpful reminders, not harassment. If they haven't booked after four reminders, they've made their choice - don't burn the relationship by pestering them further.
SMS vs Email: Which Should You Use?
Short answer: both. But understand their strengths:
SMS Strengths
- 97% open rate (usually within minutes)
- Works for everyone - no app needed
- Perfect for urgent, time-sensitive reminders
- Easy to reply to
Costs ~10-15c per message
Email Strengths
- Can include detailed information
- Add images, branding, multiple links
- Better for early/informational reminders
- Easy to include booking button
Essentially free to send
Best practice: Email for the first (4-week) reminder where you can include more detail. SMS for the urgent reminders (2 weeks, 3 days, expired) where immediacy matters.
Automating Your Reminders
Manually sending WOF reminders is not sustainable. With 400+ vehicles in your database, you'd spend hours daily just on reminders. That defeats the purpose.
Here's how automation works in workshop software:
System Knows WOF Dates
When you look up a vehicle via NZTA rego check, the WOF expiry is captured automatically. Or you can enter it manually from the job.
You Set Rules
"Send email 4 weeks before WOF expiry. Send SMS 2 weeks before. Send SMS 3 days before." Set it once, runs forever.
System Sends Automatically
Each day, the system checks what's due and sends the appropriate reminders. Personalised with customer name, vehicle, expiry date. You do nothing.
Bookings Flow In
Customers click the booking link or reply to the SMS. Appointment lands in your calendar. Revenue appears without you lifting a finger.
Beyond WOF: Other Reminders That Work
WOF is the obvious one, but the same system works for:
Service Intervals
"Your Hilux is due for its 10,000km service" - based on last service date + interval
COF Reminders
Same as WOF but for heavy vehicles - if you do them
Deferred Work
"6 months ago you deferred brake pad replacement - time to revisit?"
Cambelt Intervals
"Your Subaru's cambelt is due at 100,000km - you're at 95,000"
Registration Renewal
Not your service, but a touchpoint - "Rego due soon, need anything checked?"
Seasonal Prompts
"Winter's coming - time for a battery and tyre check?"
What About Customers Who've Gone Elsewhere?
Not everyone who gets your reminder will book with you. Some have moved, some use a different workshop now, some just don't open texts.
That's fine. Don't take it personally. But do:
- 1 Track your conversion rate. If you're getting 15-25% booking from reminders, you're doing well. Lower than 10%? Review your message content and timing.
- 2 Clean your database occasionally. Bounced emails, dead phone numbers, customers who've asked to stop - remove them. Quality over quantity.
- 3 Don't burn bridges. If someone asks to be removed from reminders, do it immediately and politely. They might come back someday.
Getting Started
If you're not doing automated reminders yet, here's your action plan:
Step 1: Check Your Data
Do you have customer mobile numbers? WOF expiry dates in your system? If not, start capturing them on every job.
Step 2: Choose Your Tool
Workshop software with built-in reminders is easiest. Standalone SMS tools work but require more manual setup.
Step 3: Write Your Templates
Draft your reminder messages. Use the principles above. Keep them short, personal, and action-oriented.
Step 4: Set Up Automation
Configure the timing rules. Test with a few customers (yourself, staff) before going live.
Step 5: Monitor and Adjust
Track bookings from reminders. Adjust timing or wording if needed. Celebrate the extra revenue.
The Bottom Line
WOF reminders aren't just nice to have - they're essential marketing for NZ workshops. Every vehicle needs one. Every customer forgets. The workshop that reminds them wins the business.
Set it up once, let it run forever. Wake up to bookings you didn't have to chase. That's the power of automated reminders.