Whether you're just starting or you've got an established business and customer base already, it's always a good idea to think about what information to collect and why and how to use it once you have it.

This article covers:

Asking the right questions

In Bookwhen, you can fully customise your booking forms by adding different types of fields to collect information in whatever format you need it. Unless you think upfront about what you might need to know about your bookers further down the line, you'll always be on the back foot.

Once you've covered the basics, like asking your bookers to agree to your terms and conditions, confirming dietary restrictions or signing off a waiver, if in the future you ever want to send your bookers emails not related to their booking, like offers or information about upcoming events, you'll also need to make sure you're collecting consent for this.

Images can be a great way to help advertise your event. If you're planning to take pictures of your bookers during the class, you'll need them to agree first. The booking form is the best place to let your bookers confirm whether or not they (or their children) want to be a part of promotional photos or videos. Collecting consent afterwards will always be much more challenging.

  • Perhaps you'd like to reward your bookers on their birthday with a voucher? To do this, you'll need to collect their date of birth.


  • Maybe you're running a competition or prize draw with a question that bookers complete in the booking form.

These are great ways for your bookers to remember you, book again and tell their friends about you.

Tidying up your data

Now that you've set up your booking forms, ensuring your email list is tidy before sending out any communication is good. Bookwhen is pretty good at identifying an invalid email address, so all you need to do is filter your Customer list to display the invalid email addresses:

You'll see some apparent typos that you can fix right away. For others, you might want to check with the booker before updating.

If you cannot change an email address, it may be due to GDPR restrictions. In such cases, please contact the support team via live chat or email at support@bookwhen.com.


There are lots of ways to go about engaging with your bookers. You might want to reward your regular bookers or target those who've not attended a class in a while. Or perhaps you've got a big event everyone needs to know about?

You've got complete flexibility in filtering and sorting your Customer List. You can use the inbuilt tools or export your customer list and work with it further.

For example:

  • Customers who have agreed to be contacted and those with confirmed email addresses (the system has identified these as correct based on successful email delivery).

  • Customers who haven't attended a class since December 2020:

You can export that list for import into tools like Mailchimp or take the email addresses directly for use in a regular email. You can then send those customers a targeted email, saying, "Hey! We've not seen you in a class for a while, so here's a 20% discount to welcome you back on your next booking".

Other ideas:

  • Find your regulars and give them a shout-out on social media or in class.

  • Are there any significant anniversaries or birthdays? Maybe it's been three years since Janet first joined!

  • Testimonials are a great way to promote your business, so why not ask some of your regulars to give you some feedback?

There are many great ways to show your bookers you care whilst promoting your business simultaneously. Ensure you're following the rules and making the most of your information for great results! Don't be afraid to think outside the box too. Everyone's email inboxes are full of more information than they could consume in a lifetime, so embrace your individuality and keep it personal!

This article is part of an ongoing series to empower you to get the most out of your Bookwhen subscription. Have you used the Customer List to reach out to your customers? Perhaps you're using Bookwhen in your unique way? We love hearing from our customers, so get in touch and let us know!

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