It’s a noisy world out there.
While channels like email and social media were no-brainers a decade ago, this is no longer true. However, SMS text messaging is becoming more common because of how effective it is.
Restaurant operators have to focus on where they’re most likely to capture the attention of new and returning guests. Let’s get into what sets SMS texting apart from other channels and why every restaurant should consider adding it to their marketing toolbelt.
The Effectiveness of SMS Texting For restaurants, timing is everything. The effectiveness of communication methods can make or break guest satisfaction. More importantly, SMS texting delivers messages swiftly and directly to customers, cutting through the noise better than other channels.
Think about email, a super common channel across industries. The average person receives over 120 emails per day , so it’s easy for promotional messages to get overlooked. It’s important to note that popular email providers like Gmail systematically filter messages that appear promotional. Text messages, however, are more likely to be noticed and read, making SMS a powerful tool for restaurant marketing.
SMS texting allows for real-time responses, providing a level of immediacy that phone calls and emails cannot match. While phone calls may go unanswered and emails can get lost in crowded inboxes, text messages reach customers directly and are typically read within minutes.
Effectiveness of SMS (with data) Statistics show that SMS messages have a significantly higher open rate than email. According to Crazy Egg, SMS boasts an average open rate of 98% , while email struggles with an average open rate of around 35% . This higher engagement means that restaurant messages sent via SMS are more likely to be seen and acted upon by guests.
But do guests actually prefer SMS over email? Some data suggests they do.
In a survey conducted by OpenMarket, 75% of millennials stated that they prefer SMS over calls when receiving notifications. This preference highlights the importance of adopting SMS to meet modern guest expectations.
When guests receive a text, they engage with it in real-time. It’s direct communication on their preferred channel.
SMS Adoption in Restaurants The adoption of SMS texting in the restaurant industry is growing, with many establishments already reaping the benefits. Understanding the current landscape and anticipating future trends is crucial to staying ahead of the curve.
Many restaurants successfully use SMS for various purposes, such as reservation confirmations, reminders, and special promotions. For instance, sending confirmation and reminder texts reduces the likelihood of no-shows.
SMS adoption is apparent across ecommerce and restaurant industries. As more businesses recognize the benefits of SMS, its use is expected to continue rising.
Future Trends and Predictions The future of SMS in the restaurant industry looks promising, with numerous opportunities for automation. Automated SMS messaging can handle reservations, cancellations, and promotional messages, saving time and improving efficiency.
Internationally, messaging platforms like WhatsApp are widely used for business communications and function similarly to SMS. In countries where these platforms are prevalent, restaurants have seen a positive impact on customer engagement and satisfaction.
Key Benefits of SMS Texting for Restaurants Let’s explore two key benefits that should be top-of-mind when considering the value of SMS texting for restaurants.
Enhanced Guest Experience Personalized communication through SMS can make guests feel valued and appreciated. Sending personalized messages and offers based on guest preferences fosters loyalty and encourages repeat visits.
Pro tip: If you’re big on creating a premium, high-end guest experience, consider using a phone number exclusive to your most loyal patrons. A VIP line that you only give out to your returning guests gives them an incredibly personal experience that other restaurants just aren’t doing (increasing the likelihood they’ll keep coming back).
Operational Efficiency SMS texting streamlines reservations by reducing no-shows and optimizing table management through timely reminders and confirmations. This efficiency extends to providing real-time updates to guests about their reservations or wait times, ensuring a smoother dining experience.
Best Practices for Effective SMS Marketing You can navigate this new territory and maximize the impact of SMS marketing with a few best practices to tuck away. Use the following to improve message crafting and ensure compliance with regulations.
Craft Engaging Messages Keep messages brief and clear, focusing on the essential information. Maintaining your brand’s voice and personality in SMS communications helps reinforce the restaurant’s identity.
For example, don’t be afraid of emojis. However, if emojis don’t really fit your concept’s brand, stick to just writing copy.
Additionally, using including links can track the effectiveness of your campaigns. If you’re going to send SMS marketing messages, using a link with a call-to-action can boost engagement. While a one-off message can drive more foot traffic, looking at metrics like click-through rates can give you a sense of how your SMS messages drove that traffic when you share a link to your website.
Obtain Consent and Follow Regulations To ensure compliance with privacy regulations, it is vital to obtain explicit consent from guests before sending SMS messages. Implementing opt-in mechanisms and providing clear information about the types of messages guests will receive can build trust and avoid legal complications.
When vetting an SMS message platform, scrutinize and understand how it approaches compliance and protects you from unnecessary privacy risks. Restaurants should use platforms that support these requirements to safeguard their reputation and avoid potential fines.
Before utilizing SMS for marketing and communication, USA restaurant operators need to be aware of several rules, regulations, and compliance requirements to ensure they are operating legally and ethically.
To be safe, consider reviewing what laws and regulations apply to your business. For example, California has some pretty strict rules around consumer privacy, and it’s in your best interest to learn what you can.
Adhering to the TCPA The Telephone Consumer Protection Act (TCPA) is an important law to understand. This law regulates telemarketing calls, auto-dialed calls, prerecorded calls, text messages, and unsolicited faxes.
The following are critical practices you should keep in mind to comply with the TCPA:
Obtaining consent: Obtain express written consent from recipients before sending any promotional text messages.Opt-in mechanism: Ensure customers explicitly opt-in to receive SMS messages. This can be through online forms, in-person sign-ups, or text-to-join options.Opt-out mechanism: Provide an easy way for recipients to opt-out of receiving messages. Typically, this involves replying with a keyword like “STOP.”Message content: Include your business’s identity, the purpose of the message, and any associated charges, even if you don’t have information about their carrier.Integrating SMS with Other Efforts SMS texting should complement other channels and programs to create a cohesive strategy.
For starters, SMS is perfectly suited to couple with a loyalty program. It’s an effective channel to reach these guests, so think about how to offer something truly special to make them feel appreciated.
Layering SMS with loyalty programs can enhance customer retention by offering timely and personalized rewards. Additionally, integrating SMS with email, social media, and in-app messaging ensures a unified approach, increasing the chances of reaching and engaging with guests across multiple touchpoints.
SMS and Voice AI Phone Answering Some restaurants leverage voice AI solutions to answer incoming guest calls . These tools utilize AI and machine learning to answer common questions and even book reservations over the phone.
One thing to consider is to use voice AI answering tools to share specific SMS messages. For example, Slang.ai customers use our voice AI concierges to send the following message via text if the caller consents:
Share map links and directions to the restaurant Send links to online ordering platforms Give instructions about inquiries for things like catering, private parties Confirm reservations shortly after booking via voice AI Embracing SMS To Connect With Guests In conclusion, SMS texting is an indispensable communication and marketing tool for modern restaurants. Its effectiveness, current adoption trends, key benefits, and best practices demonstrate its value in enhancing guest experiences and operational efficiency.
Effective communication is the cornerstone of success in the restaurant industry. SMS texting is not just a trend; it’s a necessary evolution in connecting with our guests.
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