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The importance of personalised SMS marketing

3 mins
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In today’s digital environment, how businesses market to their customers and curate the perfect customer experience is drastically changing. With many organisations now using SMS as part of their marketing strategy, it’s now more important than ever to ensure the messaging resounds with your customers and reaches them on a personal level.

This is why personalised SMS marketing is so important. By customising your SMS messages with personalised content, you can make your customers feel included, seen and appreciated when you communicate with them. This improves the customer experience, boosts relationships and can even help improve overall sales.  Let’s dive into the importance of personalised SMS marketing and the benefits and options available to personalise your SMS messages with Notifyre. 


Why is SMS personalisation important?

The SMS personalisation statistics speak for themselves: 

  • 72% of consumers interact only with personalised messages 
  • 80% of consumers only buy from brands that personalise the user experience  
  • 63% of consumers will stop buying from brands that use poor personalisation tactics 
  • 66% of consumers say encountering content that isn’t personalised would stop them from making a purchase 

But not only are consumers demanding more personalised marketing from the businesses they purchase from, but organisations are also prioritising personalisation, with 89% of digital businesses investing in personalisation and 51% of marketers saying that personalisation is their top priority.  


The benefits of SMS marketing personalisation

There are a number of benefits associated with personalising your SMS marketing messages, from building trust in your business through to improving customer engagement. Here’s just a few of the benefits when considering taking advantage of personalising your SMS marketing.  


1. Increases engagement rates

One of the biggest benefits of personalised SMS marketing is increasing engagement rates, which can lead to increased customer conversion and better ROI. As the statistics show, 80% of consumers only buy from brands that personalise the user experience. By sending SMS marketing focused on your audience’s buying patterns or even their browsing habits of your website, you’ll have a better chance at converting them into a customer or a repeat customer. 


2. Improves the customer experience

When 70% of consumers interact only with personalised messages, personalising your SMS marketing improves the customer experience and makes it easier for your audience to convert. By improving the customer experience, you create a positive relationship with your audience which in turn produces positivity, resulting in repeat buyers and happy customers who are then eager to spread the word about their amazing, personalised experience with your brand. 


3. Breeds trust and loyalty

Ensuring that your audience feels heard and valued is the perfect recipe for breeding trust and loyalty in your business.  When you use personalisation tokens and emojis or even send an SMS message in your audience’s native language, it reinforces how much you value your audience by putting effort into tailoring your business SMS marketing communications to their needs. 


How to personalise SMS

Notifyre has a number of SMS personalisation tools available for you to take advantage of when sending SMS marketing to your audience. To test the effectiveness of your SMS marketing campaigns, it may be beneficial to A/B test your SMS messages and the personalisation tools you use in them. 


1. Personalisation tokens

Personalisation tokens, otherwise known as custom fields or mail merge tokens allow for the insertion of your recipient’s personal details. This includes their first name, last name, company name and more. When using personalisation tokens with Notifyre, you have the option to insert: 

  • First name 
  • Last name 
  • Organisation 
  • Email address 
  • Mobile number  
  • Custom field 1 
  • Custom field 2 
  • Custom field 3 
  • Custom field 4 

Custom fields allow you to insert even more personalised content that can be specific to your SMS marketing campaign. A great example of this is if you are a global company running an SMS marketing campaign that offers different discounts per country. You can use each custom field to represent a different discount value which can then be easily inserted into the body of an SMS message and sent to your contacts database in each country.  


2. Unicode support

Unicode is a world-wide character standard and allows for the sending and receiving of SMS messages in almost any language across the world, as well as inserting emoji characters (see below). Sending an SMS in your audience’s native language allows for an increased chance of them converting from your SMS marketing campaign as they can easily understand your message and be more likely to engage with it. 


3. Emojis

Emojis have been around since the late 1990s and are a pictogram, logogram, ideogram or smiley that is embedded in text and used across all electronic forms of communication. With Unicode support, businesses can easily insert an emoji into an SMS marketing message to personalise it according to their needs. Utilising emojis is a great way to connect with your audience on their level for many SMS marketing campaigns. However, if you’re trying to convey a serious message, inserting an emoji may change the tone of voice of your message and therefore may not be appropriate.  


4. Custom SMS sender ID

Using a custom SMS sender ID is one of the 7 key elements of launching a successful SMS marketing campaign. An SMS sender ID appears at the top of a text message conversation and is used to identify the sender of the SMS to the recipient. The SMS Sender ID can include numeric, alphanumeric, alphabetical and be up to a maximum of 11 characters. By customising the SMS sender ID, you can personalise your SMS marketing message and display your unique business name or nickname. This lets your audience know exactly where your SMS is being sent from. The only downside with using a custom SMS sender ID is that you are unable to receive replies to your SMS marketing messages.  


Personalise the customer experience today

Take advantage of Notifyre’s SMS personalisation tools today and discover the difference implementing SMS marketing in your business can make. Create a free Notifyre account and start sending SMS instantly.  Furthermore, don't miss out on maximising your marketing efforts during Black Friday and Cyber Monday sales with SMS.

SMS Personalisation
SMS Solutions
2-way SMS
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