Which Communication Channel Works Best for Your Industry?

One channel doesn't fit all. Here's which one works for your industry—and why.

Different businesses have different customers. Different customers have different habits. Pick the wrong channel and you're fighting uphill. Pick the right one and reviews come naturally.

Salons & Barbershops: SMS Wins

Primary channel: SMS

Backup channel: In-person QR code

Salon clients are young, mobile-savvy, and in the habit of texting their stylist. They're also making buying decisions based on Instagram and Google reviews. They live on their phones.

Why SMS works here: They've just spent 45 minutes with you. They're thinking about how they look. An SMS with a one-tap Google link lands while they're still feeling good. "Love your cut? Tell us on Google" converts at 28-35% same-day.

Why email doesn't: They're not checking email from the salon. They're on Instagram. Email feels slow and old-fashioned.

The backup: Have a QR code in your salon (on receipts, mirrors, the door). Some customers will scan it while you're still chatting. It's zero-friction for them, minimal effort for you.

Template:

"Thanks for today! Rate your cut on Google—takes 30 seconds: [link]"

Restaurants & Cafes: In-Person QR + SMS Backup

Primary channel: In-person QR code

Backup channel: SMS (for delivery or takeaway)

Restaurants have a unique advantage: Your customer is sitting at your table or holding your takeaway box. You've got 30 seconds of attention.

Why in-person works: A QR code on the receipt or a table tent lets them review right there, while they're happy. No delay. No follow-up needed. Conversion is immediate.

Why SMS is the backup: For delivery orders or customers who leave without scanning the code, SMS the next day: "How was your meal? Tell us on Google: [link]"

The psychology: People review restaurants differently than salons. They're thinking about the experience as a whole—food, service, ambience. That mindset lasts a few hours at most. Catch them while they're eating or just after.

Primary ask (printed on receipt):

"How was your meal? Tap here to review: [QR code]"

SMS backup (next day, if no review received):

"We loved having you. Rate your experience on Google: [link]"

Contractors & Trades: Phone Call + SMS Follow-Up

Primary channel: Phone call (day 1)

Backup channel: SMS (day 3)

Tradespeople have a different relationship with their customers. You're meeting them at their home. You're talking for hours. By the time you finish, they're your mate—or at least, they feel like you are.

Why phone works: A quick call the next day ("How's the boiler running? Brilliant—would you mind leaving a Google review?") feels natural. You're already in contact. Phone conversion for trades is 35-45% because rejection is hard when it's face-to-face (or voice-to-voice).

Why SMS is backup: If they don't answer the phone, SMS: "Just checking the work's running smoothly. Quick review means everything to us: [link]"

The psychology: Tradespeople's customers expect calls. That's how you order them in the first place. Using the phone channel for reviews feels like a natural extension of the relationship.

Phone call script:

"Hi, just checking in—how's the boiler running smoothly? Brilliant. If you've got a minute, would you mind leaving a quick Google review? Takes 30 seconds and really helps us."

SMS follow-up:

"How's the work holding up? A Google review means the world: [link]"

Dental & Medical: Email Only

Primary channel: Email

Backup channel: In-person ask

Medical and dental practices are formal. The relationship is professional, not personal. Your patient made an appointment. You provided a service. That's the extent of the relationship.

Why email works: Medical customers expect post-appointment emails (appointment confirmations, results, follow-up instructions). A review request fits naturally into that sequence. Email feels appropriate for a professional relationship.

Why SMS doesn't: A text from your dentist asking for a review feels weird. It crosses into personal territory when the relationship is professional.

In-person backup: When they're checking out or booking their next appointment, ask: "Would you mind leaving a quick review on Google? It really helps us." This works because they're already in "appointment mode."

Email template:

"Thanks for your appointment on November 14. We'd appreciate your feedback—takes 30 seconds to review us on Google: [link]"

In-person backup (at checkout):

"Before you go, would you mind popping a quick Google review? Helps us lots."

Legal Services: Email Only, Professional Tone

Primary channel: Email

Backup channel: Formal letter

Legal clients are extremely formal. They're in contract mode. They're thinking about professionalism and credentials.

Why email works: Solicitors send follow-up emails all the time. It's part of the expected communication rhythm. A professional email asking for a review on Trustpilot or Google fits.

Why everything else doesn't: SMS feels inappropriately casual. Phone calls feel pushy. You need to match the formality of the relationship.

Email template:

"Thank you for engaging our firm for [service]. We'd welcome your feedback on Trustpilot, which helps potential clients understand the quality of our service: [link]"

The tone matters here more than any other industry. You're not your customer's mate. You're their adviser.

Fitness & Gyms: App Notification + SMS

Primary channel: App notification

Backup channel: SMS

Gym clients are digital natives who live in the app. They're checking their workout history, booking classes, logging results.

Why app notification works: Timing is everything. A notification right after they've finished a great class, while they're feeling energised, converts like crazy. The link in the app notification takes them directly to Google.

Why SMS is backup: For customers who don't have the app installed or who prefer SMS, follow up after 24 hours: "Great workout yesterday! Give us a 5-star on Google: [link]"

The psychology: Fitness customers review based on emotional state. Catch them when they're happy, sweaty, and high on endorphins. That's conversion time.

App notification (right after class ends):

"Brilliant workout! Tell Google how you felt: [link]"

SMS backup (24 hours later):

"How are the muscles feeling? Leave us a 5-star: [link]"

Retail: Receipt Message + Email

Primary channel: Receipt SMS or QR on receipt

Backup channel: Email

Retail customers are just-purchased customers. They've had a positive transaction (or they wouldn't have bought). But they're also in a hurry.

Why receipt message works: An SMS that arrives with their receipt ("Thanks for shopping with us. Review us on Google: [link]") is timely and expected. It feels like part of the transaction.

Why email is backup: If they don't act on the SMS, email the next day with more context: "We hope you're loving your [item]. We'd appreciate your feedback on Google."

The psychology: Retail reviews happen in the "happy purchase" window. You've got maybe 12 hours before the feeling fades. Catch them with SMS immediately. Follow up with email if needed.

Receipt SMS:

"Thanks for shopping with us. Review your purchase on Google: [link]"

Email follow-up:

"We hope you're loving your new [product]. Tell other customers what you think on Google: [link]"

Quick Reference Table

The Meta-Rule: Know Your Customer's Habits

And here's the thing that matters most: You know your customers better than any guide does.

If your dental practice has younger clients who text all the time, SMS might work. If your salon serves older customers who check email religiously, email might convert better.

Run this framework as a starting point. But measure what actually happens in your business. Track which channel converts best for your specific audience. After two weeks of data, you'll know better than any article can tell you.

For what it's worth, most businesses find that their industry's "primary channel" works—because that channel matches how their customers naturally behave. But your customers might be different. Test it. Measure it. Optimise.

Simples.