The short answer: Use both, for different jobs. Email is best for building the relationship: newsletters, birthday and loyalty emails, and bigger announcements. SMS is best for short, time-sensitive nudges like tonight's special or a slow-night offer. If you're starting from zero, start with email, then add SMS once you have a steady list.
What each channel does best
Email is for relationships and detail. SMS is for speed and timing. Here's how they compare for a restaurant.
| SMS (text) | ||
|---|---|---|
| Best for | Newsletters, menus, events, birthday and loyalty emails | Tonight's special, event reminders, slow-night offers |
| Length | Long. Photos, links, full menus | Short. One idea and one link |
| When it's read | Over hours or days | Usually soon after it arrives |
| Cost | Low per message. Platforms usually charge by list size | Higher. Monthly plan plus a fee per message |
| How often | Two to four times a month, plus automations | A few times a month at most |
| Rules | Opt-in, unsubscribe link, and mailing address | Written consent, STOP to opt out, registered number |
| Watch out for | Landing in the promotions tab. Subject lines matter | Feeling pushy if you send too often |
When email brings regulars back
Email works best when the goal is to keep your restaurant part of someone's routine. It has room for photos and stories, and it can run on autopilot.
- Birthday emails with a small treat, sent automatically each year.
- "We miss you" emails to guests who haven't visited in a while, if your POS or ordering system tracks visits.
- A monthly newsletter with new dishes, staff stories, and upcoming events.
- Holiday and event announcements that need details, like a prix fixe menu or a wine dinner.
- Gift card reminders ahead of the holidays.
When SMS brings regulars back
SMS works best when timing matters more than detail. A text is short, personal, and usually seen quickly, so save it for moments that are happening now.
- An afternoon text about a slow-night offer for that evening.
- A limited dish that's only available this weekend.
- A same-day reminder for trivia, live music, or a special dinner.
- "The patio is open," on the first warm day.
- Last-minute reservation openings on a busy night.
How the costs compare
Email is usually cheaper per message. SMS costs more per message, but you send it less often.
- Email platforms usually charge a monthly fee based on how many contacts you have. Many POS systems include basic email tools.
- Texting platforms usually charge a monthly fee plus a small cost per message.
- Long texts cost more. A plain text message is billed in segments of about 160 characters. Emojis and some special characters shrink that limit, and picture messages cost more.
Budget tip: keep marketing texts short, skip the emojis, and put the details on a web page you link to.
The consent rules you need to know
Both channels need permission, but the rules for texting are stricter. This is general information, not legal advice. If you have specific questions, ask your lawyer.
- Only email people who signed up.
- Use an honest "from" name and subject line.
- Include a working unsubscribe link and your mailing address in every marketing email, as the U.S. CAN-SPAM Act requires.
SMS
- Get clear written consent for marketing texts, like a checkbox or a text-to-join keyword, with a short explanation of what people will receive and how often.
- Include opt-out instructions, like "Reply STOP to opt out," and honor them right away.
- Send at reasonable hours. A common rule of thumb is no marketing texts before 8 a.m. or after 9 p.m. in the customer's time zone.
- Register your texting number. Business texting in the U.S. generally requires carrier registration, and your texting platform will walk you through it.
- Keep records of who agreed and when.
I set all of this up as part of restaurant email and SMS marketing.
A simple plan that uses both
Collect both email and phone number at sign-up, email a few times a month, and text only when there's a real reason. A typical month might look like this:
- All month: automatic birthday and welcome emails.
- Week 1: an email newsletter with what's new.
- Week 2: a text with a slow-night offer on your quietest evening.
- Week 3: an email announcing an upcoming event.
- Week 4: a same-day text reminder for the event.
That's two or three emails and two texts, which is enough to stay top of mind without wearing out your welcome.
How to tell what's working
Tie every message to something you can count at the register.
- Use a unique offer or code for each email or text.
- Set up a matching discount button in your POS, so staff can record each redemption.
- Compare redemptions with how many people received the message.
- Watch unsubscribes and opt-outs. If they jump, you're sending too often or the offers aren't landing.
So which brings back more regulars?
Neither one does it alone. Email builds the habit that turns a first-time guest into a regular. SMS fills specific tables on specific nights. If you can only start one, start with email. It's cheaper, easier to do well, and it builds the list you'll text later.
Want a plan for your restaurant?
Start with a free restaurant marketing audit. I'll look at how you reach guests today and suggest where email and SMS fit.