Email, SMS and Past Customer FAQs
Short answers to the questions UK local businesses ask most about email, text messages, consent rules, spam filters and winning back past customers. Each answer links to a full guide. In short: ask people first, keep your details consistent, make every message easy to stop, and measure replies and bookings, not just opens.
Contents
Is email marketing worth it for a local business?
UK benchmarks suggest it is a strong channel at low cost. See email marketing for local businesses.
How often should I email customers?
Start with monthly and watch your own unsubscribe and reply numbers. See email marketing for local businesses.
How do I build an email list?
Ask customers with a clear explanation and an unticked box. Do not buy lists. See email marketing for local businesses.
Email or text
Is SMS better than email?
A UK guide says SMS outperforms email on engagement, but email suits longer content. See email vs SMS marketing.
Can I use both?
Yes. Many businesses use email for information and text for reminders. See email vs SMS marketing.
Rules
Do I need consent to email or text customers?
For marketing, generally yes, with a limited exception for existing customers. See UK rules for emailing and texting customers and take legal advice.
What is the soft opt-in?
A limited exception for customers whose details you collected in a sale or negotiation. The conditions matter. See UK rules for emailing and texting customers.
Do I need a privacy notice?
Yes. See UK rules for emailing and texting customers.
Can I buy an email list?
It is risky and best avoided. See UK rules for emailing and texting customers.
Spam and deliverability
Why do my business emails go to spam?
Usually an unverified sender, a poor list or complaints. See why business emails go to spam.
What are SPF, DKIM and DMARC?
Records that help receiving systems trust your emails. See why business emails go to spam.
Past customers
How do I win back past customers?
Find them, check the right to contact them, send a relevant message and measure results. See how to win back past customers.
Should I offer a discount to win them back?
Not necessarily; a useful reason often works better. See how to win back past customers.
Sources
Each answer links to a guide that lists its own sources, checked on 11 October 2026.
Sam, Editor at Clariti Digital.
Related guides
- Email marketing for UK local businesses: A simple email plan for local businesses.
- Email vs SMS marketing: How to choose between email and text messages.
- UK rules for emailing and texting: UK points to check before emailing or texting customers.
Need help with this?
Clariti Digital is a UK digital growth agency for established local businesses. We start with a diagnostic, then fix what holds back visibility, enquiries and trust. Call +44 7435 063827 or email sam@claritidigital.com.
This guide is general information, not legal advice.