Dunning
Agency glossary · Updated July 2026
Definition
Dunning is the process of following up on overdue invoices with a series of reminders to get the agency paid. Good dunning is polite, automated, and escalating, so late payments are chased consistently without the owner having to send awkward emails.
Why it matters
Most late payments are not refusals, they are forgotten invoices. A steady dunning sequence recovers cash that would otherwise sit unpaid, and it protects the client relationship by keeping the chase professional.
How it works
A typical sequence sends a friendly reminder near the due date, then firmer follow-ups at set intervals after it, ideally with a one-click payment link in each.
Related terms
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