This article walks you through the best practices for implementing an effective restaurant SMS marketing service strategy that deliver results.

SMS marketing is becoming a vital utility in the restaurant market. At open rates of up to 98%, text messaging provides an immediate, efficient, and personal means of communication with your patrons. Properly utilized, restaurant SMS marketing service can spur reservations, increase special offers, and foster loyalty with eaters.

But here’s the catch. In order to get the best out of SMS marketing, you have to go about it strategically. Spamming out messages randomly is more likely to lose you customers than entice them.

Restaurant SMS Marketing Service Best Practices

SMS marketing is an easy tactic to do, but there are a number of complexities to it that can turn your campaign into a disaster. This is what you need to pay attention to:

Build a Qualified and Opted-In Subscriber List

One of the most critical elements of SMS marketing success is ensuring you’re reaching the right audience. But there’s more to it than just grabbing phone numbers.

• Get Explicit Permission

Prior to initiating an SMS campaign, make sure that your subscribers have positively opted in. This ensures that your messages are well-received and maintains you within the rules of guidelines such as the Telephone Consumer Protection Act (TCPA). For example, place signs within your restaurant or on online forms that invite guests to “Text JOIN to [number] for exclusive offers!”

• Offer Value-Driven Incentives

Encourage customers to sign up by providing something worthwhile, such as a discount on their next meal or a complimentary dessert. Sentences like “Get 15% off your next order when you subscribe to our SMS updates!” can be magic words.

• Segment Your Audience

All customers are not the same, so your messages should not be either. Segment your subscriber list by dining history, location, or preferences to send specific messages. For instance, if a person orders takeout regularly, send him/her special offers for your to-go menu.

Keep Messages Short, Sweet, and Valuable

An SMS is not the place for lengthy paragraphs. You’re working with a 160-character limit, so it’s important to be concise and clear.

• Get Straight to the Point

Rather than “We just introduced a new happy hour menu with tasty cocktails and snacks, served daily from 4 PM to 7 PM. Come on by and give it a try!” Say, “Happy hour has arrived! Cocktails and snacks 4 PM – 7 PM daily. Stop by!”

• Call out Clear Calls to Action (CTAs)

Your CTA is what prompts action. Always have a direct order such as “Click here to book your table,” “Display this message for 10% discount,” or “Reply YES to reserve your spot.”

• Keep It Personal

Referring to the customer’s name or recalling previous information (“Hi Sarah, in the mood for pizza today? Our Margherita is beckoning your name!”) makes it personal and can work wonders in establishing loyalty.

Time It Right

The timing of your SMS messages is key to making them successful. A poorly timed message will only irk customers, but a well-timed message will catch them off guard at the very moment you need their attention.

• Steer Clear of Strange Hours

Stick to sending messages within decent hours, which are usually between 10 AM and 8 PM. Waking your customers up at 6 AM with a reminder about tonight’s promotion is going to give you a lot of “STOP” replies.

• Use Key Moments

Send messages that are appropriate for moments when your customers may be planning their meals. For instance, a lunch special message sent at 11 AM or a dinner deal message sent at 4 PM is effective to catch them just in time for them to decide where to go out to eat.

• Test Event Triggered Messages

Messages sent as a result of customer activity, such as joining the SMS list or providing their birthday details, will make your campaigns seem less intrusive and more authentic. For instance, send a message like, “Hi [Name]! Happy Birthday from us at [Restaurant]. Treat yourself to a complimentary dessert when you celebrate with us today!”

Use Exclusive Offers to Engage

One of the key reasons for people opting into SMS marketing is to get updates on exclusive offers. Capitalize on this!

• Advertise Limited-Time Offers

Create a sense of urgency with messages that state time-sensitive offers. Like, “Flash Sale! Order 2-for-1 appetizers between 5 PM and 8 PM today. Display this message for redemption!”

• Execute SMS-Exclusive Offers

Treat your SMS subscribers to benefits that only they receive, such as first choice at menu introductions or special offers. For instance, “Be the first to taste our new brunch menu! This weekend only for SMS subscribers.”

• Interact with Loyalty Rewards

For repeat customers, send SMS messages to feature loyalty program points balance updates or special rewards: “Hello [Name], you’re just 50 points from a free entrée! Come back soon to redeem!”

Never Over Do It

Volume counts. Sending too many messages to subscribers can cause irritation and unsubscribes.

• take a Realistic Frequency

Keep to a reasonable cadence. One or two messages per week is enough for most restaurants to keep subscribers interested without flooding them.

• Tune in Quality Over Quantity

Ensure that all the messages you send are worth reading. Spontaneous and generic messages will drive subscribers away.

Always Remain Compliant

Compliance is not optional in SMS marketing. Failure to comply will cost you large fines and your reputation.

• Follow Regulatory Guidelines

Comply with country-specific text messaging regulations (such as the TCPA in the US). This generally involves obtaining express opt-ins, offering opt-outs, and keeping detailed subscription records.

• Make Opt-Out Easy

Customers can easily unsubscribe if they’re provided with clear directions such as, “Reply STOP to unsubscribe.”

Use Analytics to Enhance

Don’t guess your way through your SMS campaigns. Use data to learn what works and improve continuously.

• Track Key Metrics

Monitor open rates, click-through rates, and unsubscribe rates to measure campaign performance.

• A/B Test Messages

Experiment with different offers, tones, and CTAs. For example, compare “$10 off your next order” with “10% off your next order” to understand what resonates more with your audience.

• Listen to Feedback

Encourage customers to respond with suggestions or feedback on your SMS campaigns to identify areas for improvement.

Conclusion

Restaurant SMS marketing is one of the simplest methods to establish a strong bond with your customers. By following these best practices, you can achieve the ideal balance between compelling messaging and being mindful of your audience’s inbox.

Are you ready to elevate your SMS marketing? Collaborate with a restaurant SMS marketing service that guarantees compliance and optimum engagement.

Begin developing your SMS plan today and see your reservations and customer satisfaction soar!