Quick answer
Can I contact previous customers?
A message about a job you're doing for them is different from advertising another service. Different rules apply, and customers expect different things.
The jargon
The words you'll come across, in plain English.
- Direct marketing: any message promoting your business, like offers.
- Service message: a message about a customer's own job, like a reminder. Not marketing, unless it adds an offer.
- Soft opt in: the rule that can let you email or text past customers about similar work, if you gave them a way to say no.
- Opt out: an easy way for someone to stop your messages.
- TPS: the Telephone Preference Service. You mustn't make marketing calls to numbers on it without consent.
Permission
Do I need permission to send offers?
To market to individuals by text or email, you normally need their consent. There's an exception for past customers, but only if every condition is met: it's for similar services, you gave them a chance to opt out when you took their details, and you give them one in every message.
The message
What should a follow up message say?
Do this
You asked us to remind you about your yearly service. Reply STOP if you don't want these reminders any more.
Not this
We found your number on an old invoice and added you to our weekly offers.
Keep it modest
How often can I message past customers?
For a reminder they asked for: say who you are, why they're getting it, what it's about, and how to stop them. Never dress a sales offer up as a safety message.
Example: Hi Sam, you asked Oak Heating to remind you when your boiler service was due. Our records show it was last done on 18 August 2025. If you'd like to book in, just reply here or visit oakheating.co.uk/service. Reply STOP to end these reminders.
- Check your records before you send
- Send from your business account
- Keep private job details out of it
- Never chase anyone who's opted out
- Make sure someone reads the replies
- Fix wrong or bounced details
Records
What records should I keep?
- How you got their details
- What you told them, and what choice they had
- What job or enquiry it was
- What you've sent
- Who's opted out or objected
- When you'll review it, and how long you'll keep it
Is it working?
How do I know if following up is working?
Count replies, jobs booked, opt outs and complaints. Stop anything that annoys more people than it helps.
Sources
Where this guide comes from.
Checked against these official pages on 27/10/2026. Next check due 27/01/2027. Things can change sooner, so check the official page before an important decision.
FAQs
Frequently asked questions.
Can I text all my old customers?
No. Check whether you have consent, or whether every condition of the past customer exception applies.
Does having their number on an invoice mean I can market to them?
No, not on its own.
What should an opt out look like?
Clear, simple and acted on straight away. Check the ICO's current guidance.
Can I ring them instead?
Marketing calls have their own rules, including the Telephone Preference Service. Check the ICO first.
Can I send everyone a Christmas message?
If it's promoting the business, it counts as marketing, so the same rules apply.
How long should I keep old customers' details?
Only as long as you have a good reason to. Don't keep them forever just in case.
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