Reminders work better before the deadline than after

Most reminder systems are built backward. They chase people after a deadline has already passed, which reads as nagging and rarely gets a fast response from anyone. A reminder sent a little ahead of time, while there's still room to act, gets a much better reaction.

Think about how you'd want to be reminded yourself. I ask myself that same question before setting the timing on any reminder I build. A note that arrives after you've already missed something feels like a scolding. A note that arrives with enough time to still make the deadline feels genuinely helpful instead of like a complaint.

Set your reminder sequence to fire ahead of the actual due date, not after it has already passed. Give people one nudge with time to spare, and a second one closer to the deadline if nothing has happened yet.

Try this today: check the timing on one reminder you send clients regularly and move it earlier if it's currently landing after the moment it should help with.