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What is a no-show?

In short

A no-show is someone who has signed up or made an appointment, but doesn't turn up and doesn't cancel either. At webinars, workshops and sales calls, it's one of the biggest leaks in your funnel.

Also known as: noshow, no show, not turning up, non-attendance, non-attendee.

A no-show is an empty chair with a name on it. Someone said yes, and didn’t come. At a free webinar it feels harmless, but every empty chair is a conversation that doesn’t happen.

Why no-shows matter

Many experts count sign-ups and are satisfied. But signing up is not the same as turning up. Whoever doesn’t come doesn’t hear your offer. And you did pay to bring them in, with ads, outreach or your own time.

With sales calls it’s more painful. A missed call is a hole in your diary you can’t fill any more.

How no-shows happen

  1. The sign-up was an impulse. A click on a LinkedIn post costs nothing, so skipping it costs nothing either.
  2. There’s too much time in between. The further away the date, the more the motivation fades.
  3. Nothing happens in the meantime. One confirmation email, and then nothing until a link on the day itself.
  4. The reason to come is forgotten. People still know that they signed up, not why.

How to prevent no-shows

Keep registrants warm. Send reminders with a reason to come every time, not just the time. Use WhatsApp or a calendar invitation alongside email, provided someone gave consent for it. Let people send in a question beforehand, so they have something to get out of it. More on that in how to reduce webinar no-shows.

The OMB view

Most agencies stop at the sign-up. That’s where our work begins. In the Sold-Out Recipe, that step is called the Oven: making sure people actually turn up. And whoever didn’t come still gets a follow-up. A no-show isn’t a no, just not a yes yet.

Explained by Rubin Koot, Online Marketing Bakery. Updated 16 October 2026.

In the Sold-Out Recipe

No-show belongs to Oven: making sure people turn up. This is how the recipe works. Together the four steps make up event marketing the way we do it: a full room that also buys.

Related terms

Further reading

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Questions

Questions about no-show.

What does no-show mean?
A no-show is someone who has signed up or made an appointment, and stays away without cancelling. The word is used for webinars, events, appointments, restaurants and flights.
Why don't people turn up after signing up?
Usually because the sign-up was an impulse and nothing happened after that. Between signing up and the event, the motivation faded, or something else became more important. Whoever hears nothing from you in the meantime forgets why they signed up.
How do you prevent no-shows?
By keeping people warm between sign-up and event. Send reminders with a reason to come, pick a date that isn't too far away, and get registrants to do something, like sending in a question. Making it easy to cancel helps too: at least then you know where you stand.
What do you do with no-shows after your webinar?
Follow up. Send the recording or a short summary, with the same next step the viewers got. A no-show isn't a no, just not a yes yet.

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