Start with data you already have

Before you send a single message, make sure you actually have a list worth messaging. You don't need thousands of names, just real customers who've opted in. Collect emails and phone numbers when customers order, book, or check out. Customer engagement platforms like CHCKN help automate this, turning in-store visits into digital profiles you can reach later.

Even a small, clean list of 200 engaged customers will outperform 2,000 ghost contacts scraped from old receipts. Always get consent, keep your data tidy, and make unsubscribing painless. If you're in Canada, review the CRTC's guide on anti-spam and SMS marketing compliance to stay on the right side of the law. Respect goes a long way in building trust.

Send messages people want to open

Great marketing messages don't feel like marketing. They feel like helpful reminders, insider news, or small rewards. If your emails or texts only shout about discounts, people will tune out fast.

Here's what actually works:

Useful reminders: "Hey, you're due for your next haircut" or "Your favourite roast is back in stock."

Local flavour: Share short stories, behind-the-scenes shots, or seasonal menus that feel human.

Exclusive perks: Give your loyal customers early access to specials or small freebies—they'll appreciate it.

A good test: if your message wouldn't make your regulars smile or reply, rewrite it. For inspiration, check out this guide on writing SMS messages that convert.

Keep it short, sweet, and consistent

SMS should read like a friendly tap on the shoulder. No one wants a paragraph in their text inbox. Aim for 20 to 40 words, include your name, and always give context. Example:

"Hey it's Jamie from Union Street Barbers—few Friday spots left if you need a cleanup before the weekend. Book here: [link]"

Emails can stretch a bit longer but still benefit from clarity. Use clear subject lines, a single call to action, and mobile-friendly layouts. Don't overthink the design—plain-text emails often perform better for local brands than fancy templates. For benchmarks on what "good" looks like, see Campaign Monitor's local business email benchmarks.

Timing is everything

The best time to send messages depends on your rhythm. Cafés might see the most engagement mid-morning, salons and barbers midweek, restaurants around 3 p.m. before the dinner rush. Test and learn. Start small, look at open rates and clicks, and adjust your schedule based on what customers respond to.

For SMS, less is more. Once or twice a month is plenty for most local businesses. Email can be a little more frequent if your content is useful—think once a week or biweekly.

Integrate with loyalty and promotions

Don't treat email and SMS as separate channels—they're extensions of your loyalty program. Use them to:

• Announce new stamp card rewards

• Nudge customers who haven't visited in a while

• Offer small birthday treats

• Remind regulars to check their balance or use their rewards

Consistency between your in-store experience, loyalty offers, and messages builds trust and keeps your brand in their everyday orbit. For context, recent loyalty statistics show that over 70% of customers are more likely to recommend a brand with a strong rewards program, so integrating messaging with loyalty isn't optional anymore.

Measure and adapt

Track your basics: open rate, click rate, redemption rate, and unsubscribe rate. But also pay attention to what happens in real life. Did foot traffic spike after a campaign? Did regulars mention your text when they came in? That's your signal it's working.

And if you're ready to simplify things, CHCKN helps small businesses collect emails and phone numbers automatically at checkout, send follow-ups, and manage rewards—all in one simple dashboard. But even if you use a different system, the principles remain the same: earn attention, respect time, and show value.