SMS marketing campaigns deliver promotional messages directly into a potential customer’s pocket. With a 98 percent open rate, SMS messaging almost guarantees your marketing content will win face time with customers. But how can your business get the most out of SMS marketing? That’s where personalized SMS campaigns come in.
In this article, we’ll dive into the key benefits and must-knows about personalized SMS marketing, including what it is, how to utilize it effectively, and ideas for personalization.
Jump right to:
- What is personalized SMS marketing?
- Benefits of personalized SMS marketing
- Ideas to personalize SMS
- Tips for personalizing SMS marketing campaigns
- Personalized SMS marketing examples
<h2 id="What">What is personalized SMS marketing?</h2>
Personalized SMS marketing is a style of text message marketing that uses customer data to create and deliver tailored messages to a specific subscriber. Businesses use personalized text messages to speak directly to a specific customer’s interests, demographics, and buying habits.
While the goal of bulk SMS marketing is to reach as many subscribers as possible with one text, personalized SMS marketing aims to include unique details in a message to engage and build relationships with a specific customer.
Customer data is crucial for personalization. Many businesses can personalize messages based on data like:
- Contact details (name, email, job title)
- Demographics (age, gender, education, etc.)
- Purchasing habits
- Location
- Stage of buyer’s journey
<h2 id="Benefits">Benefits of personalized SMS marketing</h2>
Personalization drives revenue and customer satisfaction.
Let’s look at a few top personalized SMS marketing benefits.
- Drive more revenue. Businesses that execute personalized campaigns well generate 40 percent more revenue than their counterparts. And from a marketing-specific standpoint, almost 90 percent of marketing teams see a positive ROI when they personalize their campaigns.
- Improved customer engagement. Teams that run personalized marketing campaigns see an impressive 53 percent increase in customer engagement. Personalized texts encourage customers to reply and interact with the brand.
- Enhanced customer loyalty and retention. Customers feel valued by brands that personalize content just for them. In fact, 78 percent of customers say such content makes them more likely to repurchase. Plus, the more recurring interactions a business has with a customer, the more data is collected to improve personalization.
- Higher conversion rates. It’s simple: when you give customers content that’s relevant to their needs or lifestyle, they’re more likely to purchase from you. Roughly 63 percent of businesses saw an increase in conversion rates after implementing personalization strategies.
- Positive brand reception. Personalization strategies positively influence the way consumers view brands. 72 percent of customers say personalized content plays a key role in influencing their brand relationships.
<h2 id="Ideas">7 ideas to personalize SMS messages</h2>
Creating a personalized SMS marketing campaign can take time. Luckily, there are plenty of resources available to businesses looking to develop winning campaigns. Let’s look at ways to personalize your businesses’ SMS messages and a few template examples.
1. Recipient's name
75 percent of consumers say they are more likely to buy from a business that recognizes them by name. Using a customer’s name makes the message feel personal and direct. It increases customer trust and boosts the chances of the customer engaging with the message or brand.
Example of personalizing by name:
Hello [Name], we’ve got a special offer just for you! Get a sneak peek of our fall collection here: [Link]
2. Location-based offers
Provide customers with location-specific offers or information. Local events, store sales, or weather-related product suggestions are all examples of effective topics for personalized, location-specific SMS text examples.
Example of personalizing by location:
Hi Sarah! Beat the [State] winter with a warm cup of tea from Brew City. Find your closest location: [link]
3. Timing of messages
Make sure you’re texting your customers when it adds the most value for them. Sending an offer for a discount on pizza delivery at 8am won’t be as effective as at 5pm. For texts that involve time-sensitive information, like appointments or event reminders, it’s important to properly time your notifications to ensure there’s enough time to take action.
4. Purchase history or brand interactions
Another personalization strategy is to send customers offers that reflect their previous brand interactions. For example, if a customer recently bought a running water bottle and running shoes from you, it would likely be effective to send them an SMS message offering a discount on other running-related products.
Example of personalizing by purchase history:
Hi Dan, we noticed you’ve been loving our [product name] and thought you may be interested in [related product]. Plus, get 10% off with code SMS150. Shop now: [link]
5. Loyalty programs and points
For members in your SMS loyalty program, send them personalized messages related to their points balance or offer them member-only discounts. This can help you create a more personalized experience for your most loyal members.
Example of personalizing by loyalty status:
Trish, you have [X number] of points available in your account! Redeem them on soaps, perfumes, and more. Redeem now: [link]
6. Birthdays and anniversaries
Sending well wishes or special offers to customers on their birthdays can make them feel valued and appreciated. Similarly, messaging customers on the anniversary of their subscription or first purchase can strengthen their loyalty to your brand.
Example of a personalized birthday message:
Happy Birthday, Jerry! Celebrate your special day with 25% off your next purchase with us. Redeem online or in stores using code BDAY12
7. User behavior
Tracking customer activity can help you personalize text messages because you can suggest products or services that may be useful. Additionally, you could send a reengagement campaign if it’s been a while since they’ve interacted with your business.
Example template:
Hey Genna, it looks like you haven’t secured your [product] yet. That’s okay, it is still waiting for you in your cart. Go to cart: [link]
<h2 id="Tips">Tips for personalized SMS marketing</h2>
Consider the following tips and best practices to reach your personalized SMS marketing goals.
- Incentivize customer subscription. Businesses must get explicit consent from contacts before texting them. Offering opt-in incentives is a great way to gain consent and ensure your customers want to hear from you. Your opt-in forms can also help you collect data to help you personalize your campaigns.
- Segment your audience. Segmentation is a key component of personalization. Marketers can analyze user data and group customers based on similar behaviors, needs, or attributes. Once an audience has been segmented, messages can be tailored specifically to individuals within each segment.
- Avoid a generic tone. Personalized messages should not sound like generic advertisements that could go to anyone. A friendly and conversational tone can help you create a more well-received and personal experience.
- Use data to provide value. Your custom messages should provide value to an individual. This means using data to ensure marketing content is relevant and timely.
- Always include a CTA. Make sure each text message has a clearly defined, compelling CTA. In a personalized text, that action should be relevant to the individual and their attributes.
<h2 id="Personalized">4 personalized SMS marketing examples</h2>
Here are four personalized SMS marketing examples from different businesses.
1. A personalized happy hour text from Buenos Aires Cafe
Buenos Aires Cafe sends patrons an exclusive happy hour invite in this personalized marketing message. The text is personalized by customer name and interest.
2. A personalized location and past-purchase text example
Music House sends an SMS marketing message to promote future events to customers based on their location and purchase history.
3. A personal happy birthday text from Sunrise Goods
Skincare brand Sunrise Goods sends customers a personal birthday discount. This is sent on a customer's birthday to make them feel appreciated.
4. Personalized abandoned cart text from Hoop Running
Personalized abandoned cart reminders encourage customers to finish a purchase. You can personalize by including the product left in the cart or addressing the customer by name.
Make SMS marketing personalization a breeze with Textline
Personalized SMS marketing helps businesses improve engagement and boost sales. While it may seem time-consuming to personalize text messages, it’s not when you pick the right platform. Textline makes it easy for you to plan and execute highly personalized SMS marketing campaigns and offers a wide range of features that simplify personalization. For example:
- Variables allow you to pull contact information, like a customer’s name, into messages automatically.
- Tags allow businesses to label contacts, segment lists, and send targeted messages at scale.
- Message scheduling allows marketers to schedule texts in advance to ensure customers get your messages at the right time.
- Text message surveys help your marketing team stay connected to your customer’s individual needs and provide solutions.
- Automatons allow marketers to set up text messages to trigger based on user actions.
- Integrations allow you to connect Textline to your current marketing tools, making it easy to access and sync data.
Don’t miss out on increased revenue and stronger customer relationships. Try Textline for free today and create your personalized SMS marketing campaign in minutes.
