How to Craft a Personalized Text Message (That Actually Converts)
December 21, 2020
There’s no doubt that it’s becoming more and more difficult to attract and retain the attention of consumers. It’s estimated that the average person encounters up to 5,000 brand messages each day, and that number is only projected to grow over the next several years.
It’s clear that getting a message to resonate with your audience is much more challenging than it was even a few years ago. Your audience is much more likely to engage with messages that speak to their individual preferences, and ignore those that seem generic or disingenuous. Consumers want to feel like their needs are being acknowledged by brands.
Personalized text messages offer a way to send individualized messages to your customers that are tailored to their specific preferences, and where they’re at in the customer journey.
The question is, how can your brand create highly personalized text campaigns at scale? In this post we’ll detail the process of how to create a personalized text message that’s guaranteed to improve engagement and drive sales from your text marketing efforts.
Why should you send personalized text messages?
A personalized text message is an SMS or MMS communication that leverages customer data to serve targeted offers and promotions to consumers. This can be any form of data that’s collected from a customer, including: purchase history, age, gender, location, etc.
The purpose of utilizing personalized text messages is to increase the click-through rate (CTR) and ROI associated with your text marketing campaigns. The goal of personalization is relevance. The more focused and relevant the message you’re sending is, the higher likelihood that the recipient will convert and remain a loyal customer.
If you plan to send your entire audience the exact same offers and promotions, you’ll have a difficult time building lasting customer relationships. Research from Accenture showed that 91% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations for them. Now more than ever, personalized text messages are crucial to driving impactful results from your text marketing campaigns.
How to get started with personalized text messages
1. Collect existing customer information
The first step in creating a personalized text marketing campaign is gathering all of the pertinent customer information that’s stored in your CRM software so you can begin segmenting your contact list. If you have limited customer data stored in your CRM software, you may need to spend time collecting additional information that’ll help to improve the quality of your segmentation.
Including questions in your auto-reply sequence when shoppers opt-in to receive your text communications is a common approach to collecting customer data for the purpose of segmentation. Alternatively, you can include these questions in your web-based opt-in form or use a store plug-in to generate custom fields based on purchase behavior.
2. Create segments based on the customer data
After gathering all of the relevant data that you’ll be utilizing for personalization, it’s time to start figuring out how you’ll segment your customer base.
For example, if you have an audience that’s spread across different regions of the globe it may make sense to segment your list based on geographic location. If you offer a wide range of different product categories, you may consider creating customer segments based on purchase history data.
Do you have a relatively equal split of new customers to returning customers? If so, you should segment your audience to ensure that first time shoppers and high-value repeat customers are served different messages that make sense for where they’re at in the customer journey.
Creating several customer segments will ensure that the messages and campaigns you create are tailored to meet the specific needs and expectations of each group. How your brand chooses to divide its customer base is dependent upon how much information you collect on your customers, and how focused you’d like your campaigns to be.
3. Create personalized messages based on segment characteristics
After organizing your customers into different segments, you can begin creating text campaigns that are tailored to the characteristics of each segment.
For example, you may choose to create separate campaigns for buyers and non-buyers so you’re messaging aligns with where they’re at in the customer journey. For consumers that are completely new to your brand, send an offer that’ll spark excitement and motivate them to complete their first purchase. For repeat customers, remind them why they chose to purchase from your brand initially and offer a reward for their loyalty.
3 Examples of Winning Personalized Text Messages
Initially you may find it difficult to come up with creative ways of personalizing your text communications. To help inspire your first winning text campaign, we’ve included three examples of texts that exemplify what it means to send a “personalized message”.
Prep Obsessed–an ecommerce apparel brand–uses MMS texts to alert customers of restocked items that the recipient may be interested in purchasing. They leverage customer purchase data to segment their contact list, and only send restock notifications to the shoppers that would be interested in purchasing that specific product. This is an excellent way to recapture sales that may have been lost due to an out-of-stock event.
Loyalty members are another great segment of your customer base to send personalized text communications to. Brooklinen uses SMS text marketing to offer exclusive discounts and promotions to loyalty members, as well as offer early-access to new product releases. Your repeat shoppers are already primed to purchase from you again, all it takes is sending them the right offer at the right time.
Personalized text messages can be a great way to announce new product launches by targeting customers that have purchased similar products in the past. By Egreis–a women’s apparel brand–uses this strategy to send tailored offers and announcements about new items in their store to their audience. It’s a relatively simple, but highly effective method of leveraging your sales data to create more impactful text campaigns.
Serve Your Audience
In many cases, promotional text messages can be received as being very impersonal and generic from the consumer’s perspective. No two customers are exactly the same, so don’t expect the same offers and messaging to work on your entire customer base.
Creating personalized text messages will not only improve the engagement you see from your text marketing campaigns, but they’ll improve brand loyalty and reduce unsubscribe rates. Serving your audience the information and promotions that are actually pertinent to their needs will create positive, lasting customer relationships.
If you’re struggling to develop high-converting text marketing campaigns for your brand, it might be time to look into hiring an expert to provide support.
At Conversmart, we specialize in creating personalized text messages and emails that drive engagement and fuel sales. Schedule a free consultation so we can learn a bit more about your business, and your specific goals related to SMS marketing.