Why SMS Marketing Works
SMS marketing boasts an incredible 98% open rate compared to just 20% for email. For local service businesses, this makes SMS an invaluable channel for customer communication.
Strategy 1: Appointment Reminders
The most effective use of SMS for service businesses is appointment reminders. Send:
- 24 hours before: Detailed reminder with preparation instructions
- 1 hour before: Quick reminder with address/directions
Template:
> Hi [Name]! Reminder: Your [Service] appointment is tomorrow at [Time]. Reply YES to confirm or call us to reschedule. See you soon! - [Business Name]
Strategy 2: Booking Confirmations
Instant confirmation builds trust and reduces anxiety:
> Thanks [Name]! Your [Service] is booked for [Date] at [Time]. Add to calendar: [Link]. Questions? Reply to this message.
Strategy 3: Follow-Up Messages
Send a thank-you message within 24 hours of the appointment:
> Hi [Name]! Thanks for visiting [Business Name] today. We hope you loved your [Service]! Book your next appointment: [Link]
Strategy 4: Review Requests
Happy customers are your best marketers:
> Hi [Name]! We'd love to hear about your experience at [Business Name]. Leave a quick review: [Link]. It means the world to us! 🙏
Strategy 5: Birthday Messages
Personal touches create loyal customers:
> Happy Birthday [Name]! 🎂 Celebrate with 20% off your next [Service]. Use code BIRTHDAY at booking. Valid for 30 days.
Strategy 6: Re-Engagement Campaigns
Win back inactive customers:
> Hi [Name]! We miss you at [Business Name]! It's been [X] weeks since your last visit. Book now and get 15% off: [Link]
Strategy 7: Flash Sales
Create urgency with limited-time offers:
> ⚡ FLASH SALE: 30% off all [Services] TODAY ONLY! Book now: [Link]. First come, first served!
Strategy 8: Waitlist Notifications
Fill cancelled slots quickly:
> Good news [Name]! A slot just opened up for [Date] at [Time]. Book now before it's gone: [Link]
Strategy 9: Seasonal Promotions
Tie promotions to seasons and events:
> Spring is here! 🌸 Refresh your look with our Spring Special: [Offer]. Book by [Date]: [Link]
Strategy 10: Referral Programs
Turn customers into ambassadors:
> Love [Business Name]? Share this link with friends: [Link]. They get 15% off, you get €10 credit!
Best Practices
Timing
- Send during business hours (9am-6pm)
- Avoid weekends unless urgent
- Consider time zones
Frequency
- Maximum 4-6 messages per month
- Don't spam—quality over quantity
- Always provide value
Compliance
- Get explicit consent
- Include opt-out option
- Follow local regulations (GDPR, etc.)
Personalization
- Use customer names
- Reference past services
- Tailor offers to preferences
Measuring Success
Track these metrics:
- Open rate: Should be 95%+
- Response rate: Aim for 10-15%
- Conversion rate: Track bookings from SMS
- Opt-out rate: Keep below 2%
Conclusion
SMS marketing is one of the most effective tools for local service businesses. With the right strategy, you can reduce no-shows, increase repeat bookings, and build stronger customer relationships.
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