“Hey [Name], looks like you left some goodies behind! Want 10% off to make them yours?” If texts like that make you pause, then you already understand the power of personalized SMS. It’s simple, direct, and makes you feel like the brand only speaks to you.
But here’s the thing: Most businesses aren’t sending personalized text messages. They’re still blasting tired, generic “SALE!!” or “Hurry, limited time!” texts to everyone. And guess what? Those get ignored (or worse, marked as spam).
Instead, when you send targeted messages, magic happens. Your open rates skyrocket, conversions multiply, and customers look forward to hearing from you. Ready to transform your SMS strategy from forgettable to fantastic? Let’s get started.
What is personalized SMS marketing?
Personalized SMS marketing is when your texts feel more like a chat than a mass message. It’s all about sending messages that show customers you remember them, whether it’s their name, the last thing they bought, or even an item they browsed online.
Instead of shouty promotional messages, these texts speak directly to each person. Like the local bakery texting, “Your favorite sourdough just came out of the oven, Sam,” instead of “Today’s specials!!” Or the clothing store messaging, “The jeans you liked are back in your size, Nadia,” rather than “Huge SALE on now!”
These messages work alongside everything else you’re doing to create a seamless omnichannel customer journey. For instance, you might send a text:
- Right after someone leaves your website
- When an abandoned cart email goes unread
- Following an order confirmation in your app
- After a customer service call ends
- When loyalty points are about to expire
The goal is to keep the conversation going so customers feel valued by your brand and not like just another name on your SMS subscriber list.
Why send personalized messages?
Why bother making your texts personal? Because it works. Customers pay attention when messages feel like they were made just for them. Here’s what happens when you personalize your business communication and stop sending the same text to everyone.
Customer engagement increases
SMS boasts an incredible 98% open rate. Why? Because it feels urgent and personal. Including a name, a relevant offer, or other tailored content can boost customer engagement even more. Oftentimes, it’s the difference between someone just seeing your message and acting on it.
Two-way conversations flourish
Generic broadcasts are like shouting through a megaphone—they talk at customers, not with them. On the other hand, personalized texts invite a response, turning a one-sided message into a real conversation. This approach enables you to build stronger customer relationships and get valuable insights about your products, marketing, and more.
Customer trust and loyalty grow
When your messages show you understand your customers, your customers start trusting your recommendations. That’s because personalized texts prove you’re paying attention to their needs, not just trying to make a sale. This customized attention boosts customer loyalty, keeping them shopping with you even when other brands offer discounts to steal them away.
How do personalized text messages work?
Personalized texting feels like magic to customers, but it’s just the smart use of real-time data and automation. Here’s how the process flows.
- Data collection: Your marketing platforms continually gather customer data, including names, purchase histories, browsing behavior, and preferences.
- Data processing: The systems compile this information to build customer profiles and segment lists to target personalized messages effectively.
- Trigger detection: Automation tools in your SMS marketing platform watch for set triggers, like abandoned carts and birthdays, to kick-start the automated messaging process.
- Message assembly: Upon detecting triggers, the platform grabs the right message templates and fills in personal details like the customer’s name or the products they viewed.
- Delivery optimization: Texts go out at the optimal time based on the parameters set for each customer segment and message type.
You set up the personalized message templates and automation rules once, and your SMS platform does the rest automatically in seconds. It’s the easiest way to deliver highly relevant messages to the right person at the perfect moment every time.
Key elements in personalized SMS messages
To truly connect with your customer base, you must craft SMS messages that speak directly to each person. You can make that happen by including these key elements in your personalized text message templates.
Use the customer’s first name
Make your texts feel like they’re from a friend, not a company. “Morning, Armando! Your package is on its way” feels more personal and shows you know who you’re messaging. Don’t overdo it, though. Using their name once per message is plenty.
Mention recent activity
Acknowledge where customers are in the buying process. Did they just make their first purchase? Send a “Welcome to the family!” text. Did they abandon a browsing session? Try “We noticed you checking out our products—need help?” It’s a great way to tailor every text to their experience.
Recommend relevant products
Offer product suggestions you know your customers will like. How do you know? Their past purchases, browsing history, and saved items tell you precisely what interests them. For example, if someone bought a BBQ grill last month, suggest a grill cover or accessories to encourage a follow-up purchase.
Include personalized offers
Match your discount to what customers genuinely care about. It’s way more effective than a random sale. “10% off your favorite lotion” or “Free shipping on your next order of cat food” feels like you created the offer just for them—because you did.
Optimize the call to action (CTA)
Ensure every CTA aligns with where customers are with your brand. New subscribers might respond to “Try us out today,” while loyal customers might prefer “Grab your usual.” Making this minor adjustment helps customers feel seen and understood, making them more likely to act.
Automated triggers for personalized SMS campaigns
Great text message marketing isn’t just about what you say. It’s about when you say it. The most effective campaigns use automated triggers to send messages at precisely the right moment. To make your SMS marketing effective, here are some ways to use these triggers for your personalized campaigns.
Behavioral triggers
Behavioral triggers respond to customer actions in real time. For example, if someone leaves items in their cart, send a reminder with those exact items. If they keep looking at specific products, offer help or a special deal. After a purchase, follow up with tips or related items. Aim to build each customer behavior on the next and create a seamless buyer’s journey.
Event-based triggers
Event-based triggers activate around meaningful dates and milestones. You could send birthday discounts to show customers you care or anniversary messages to thank them for their continued support. For the holidays, send a series of festive messages with limited-time offers. Time these messages right, and you’ll keep your brand top-of-mind all year long.
Inventory-based triggers
Inventory-based triggers keep customers informed about products they care about. When a wished-for item comes back in stock, immediately notify interested shoppers. For limited-quantity items, create urgency with “selling fast” alerts. These well-timed messages show customers you’re paying attention to their preferences while helping them avoid disappointment.
Location-based triggers
Location-based triggers use geographic data to send timely texts. For example, if a customer is near your store, you can send proximity alerts, or when snow is forecasted, you can send weather-based offers like toboggan discounts. By using these triggers, you make your messages more relevant to where your customers are and what they might need at that moment.
Customer status triggers
Customer status triggers respond to each person’s journey with your brand. When someone reaches a new loyalty tier, offer special perks. For inactive customers, send custom deals based on past purchases. Also, use these triggers to ask for valuable feedback at key moments, like after making a certain number of purchases. Using each trigger wisely helps maintain customer satisfaction and fosters long-term relationships.
Implementing personalized SMS workflows
Personalized SMS campaigns deliver excellent results, but only when set up strategically. Here’s how to build workflows that feel personal, not robotic.
Step #1: Choose the right SMS platform
To get started, you need a reliable SMS platform. Sign up for demos to explore your options and find the best fit for your needs. For optimal results, the platform should have features like:
- An SMS content builder
- Audience segmentation tools
- Omnichannel automation
- Analytics dashboard
- Two-way messaging support
Also, confirm that the platform supports seamless integration with your current tools and ensures compliance with SMS marketing rules.
Step #2: Integrate your customer data
Next, connect your customer data to your text message marketing platform. Bring data from your customer relationship management (CRM) system, online store, and point-of-sale systems to create complete customer profiles.
Step #3: Design automation workflows
Think about your customer’s journey and where SMS messages would have the most impact. Set up automated workflows to send messages at various moments, like after making an account or buying something. Start with 1-2 workflows and then add more as you learn what works best.
Step #4: Add personalized content
Create message templates with dynamic fields for customer-specific details, like their name, recent purchases, or location. Keep your messages short and focused on giving value. Include a strong, easy-to-follow CTA so customers know what to do next.
Step #5: Track and optimize
Once you send your SMS campaigns, track key metrics like open rates, conversions, and opt-outs. Use this data to see what’s resonating with your target audience and where to improve. Then, use your findings to decide what to change. Keep tracking and refining to make each campaign more effective than the last.
Key takeaways
- Stand out by personalizing SMS: Make your SMS marketing messages feel unique and tailored to each customer so they stand out from the generic, mass-market texts.
- Craft messages with care: Include unique details like the customer’s name, recent activity, or tailored offers to make each message feel special.
- Text at magic moments: Use the right triggers to catch customers when they’re most receptive, like after cart abandonment or when they’re near your store.
- Set up your automation engine: Set up custom automated workflows in your text message marketing platform and let the system handle messaging automatically.
- Start small and scale smart: Begin with 1-2 automated workflows, then expand as you learn what works to scale up your text marketing program gradually.