Start from the service cycle, not a marketing calendar
Ask how long the result of your work actually lasts. A fade looks sharp for two to three weeks. Oil is due around 90 days. A groom holds six to eight weeks. Colour roots show at four to six. Message when the customer is starting to notice the need, not on the first of every month.
Typical intervals by trade
- Barbers: every 2-4 weeks, depending on the cut.
- Hair salons: 4-6 weeks for colour and root touch-ups, 8-12 for trims.
- Auto repair: 90 days for oil, 6 months for rotations, 12 months for inspections.
- Detailing: 4-8 weeks for maintenance washes, seasonal for interiors and correction.
- Pet grooming: 6-8 weeks per pet.
- Massage and chiropractic: whatever the care plan or client rhythm says — often 4 weeks.
- Lawn care and pool: seasonal windows rather than fixed days.
One reminder per cycle is usually enough
For recurring-service reminders, a single well-timed message per cycle performs close to a sequence, without the opt-out cost. Save the second nudge for appointments that are already booked, where a day-before and morning-of reminder genuinely prevents a no-show.
Signs you are sending too much
- Opt-out replies rising month over month.
- Response rate falling while send volume climbs.
- You are messaging the same customer about two different things in the same week.
Cap it per customer, not just per campaign
The failure mode that damages a sender reputation is one unlucky customer getting several messages in a day because two schedules overlapped. A hard per-customer daily cap — Averflow enforces two texts and two emails per customer per day — removes that risk entirely.
Seasonal pushes are the exception
A genuinely time-bound message — spring opening, holiday rush, end-of-season slot availability — earns its place outside the normal cycle. Keep those rare enough that they still feel like news.