Best Practices

Personalization in Marketing

Boost business growth with SMS marketing: Enhance customer loyalty, engagement, and get more referrals with personalized texts.

Mathew Gorka

By Mathew Gorka

February 20, 2023

8 min read

Personalization in Marketing

Personalization: An Old Concept With a New Twist

Personalization in digital marketing has become a major trend in recent years. As technology advances, businesses are increasingly looking for ways to reach and engage with their audience in a more personalized way. Today customers expect personalized experiences and are much more likely to engage with brands that provide them.

According to a recent survey by Epsilon, 80% of customers are more likely to do business with a company that offers personalized experiences, and 90% find personalized content appealing. This trend has also been reflected in the growth of SMS marketing, with a study by OpenMarket showing that 70% of consumers have a more positive view of a brand that uses text messaging to personalize their communication.

Personalization is how great businesses of our past were built. Think about the local American hardware store fifty years ago. The owner (and his family) were usually in the shop. You knew the owner’s name and what they looked like. The employees knew the project you were working on, what kinds of tools you had, and what your skill level was. They didn’t just sell you products–they guided you through a challenge like a friend and mentor.

Unfortunately, that same level of provinciality is what held many of those businesses back from scaling. It was hard to know hundreds of people in different towns, to connect with them on any meaningful level. This is where technology has revolutionized business. With advances in data analytics we now know a customer’s name, home address, email address, phone number, purchase history, interests, and more. The right suite of marketing tools, or martech stack, can create meaningful interactions with your customers, the same way every customer has enjoyed interacting with brands for decades.

Create Interest and Desire

SMS marketing is one of those tools that your business can leverage. The most important thing is: your audience has to want to receive your messages. It’s your job as a marketer to engage your audience, but more importantly, for your audience to look forward to it. That’s a lot of pressure. When you send a message, the person is often already occupied, which you have no control over. Your content has to have the ability to earn that person's attention regardless of what they're doing. You have to combat bad moods and disarm preoccupied people with personalized content.

Don’t make the mistake of product pride; in other words, don’t wait for your customer to open your app or come into your location to interact with them. Don’t assume that people will continue to patronize your business simply because they’ve done it before. Instead, strive to connect with your audience and encourage them to interact with your brand no matter what they’re doing. Continue to grow and fortify your business by getting your customers to look forward to your brand communications. Personalization is the first step to creating that positive reception.

Give Customers What They Want

We’ve covered that customers want personalized content, offers, shopping experiences or service experiences. They want to feel understood and valued by the brands they do business with. So where can you begin your personalization journey? Personalization comes in different forms, from tailored product recommendations based on purchase history to customized promotions based on interests and preferences. A beauty salon could use SMS marketing to send personalized appointment reminders and offers to customers, based on their previous booking history and preferences. A clothing retailer could use SMS marketing to send personalized recommendations to customers based on their browsing history or purchase history. A fitness studio could use SMS marketing to send personalized class recommendations and offers to customers based on their fitness goals and preferences.

Integrating Personalization Into Your SMS Marketing Strategy

Customers expect personalized experiences across all touchpoints. SMS marketing is an effective way for businesses to deliver personalized communication, offers, and experiences to their audience. By using customer data to send relevant and valuable messages, businesses can increase customer engagement, improve loyalty, and generate more referrals and reviews. With the right strategy and tools in place, businesses can leverage the power of personalization to drive long-term growth and build stronger customer relationships.

Personalization not only helps businesses to better engage with their customers, but also leads to higher open rates and conversion rates. For example, a coffee shop can use SMS marketing to send personalized messages to its customers with offers for their favorite drinks, which will likely lead to higher redemption rates and increased sales. Don’t just nudge your audience towards your brand, bring them the specific products they love and give them a reason to engage.

When it comes to implementing an SMS marketing strategy, businesses need to ensure they have a clear plan in place. Firstly, your business needs to obtain explicit consent from your customers to receive text messages. This can be done by including an opt-in checkbox on their website or through a simple text message response. Secondly, your business needs to ensure its sending messages that are relevant and valuable to their customers. This means taking the time to segment their audience and craft messages that are personalized to their needs and interests.

Choosing the Right SMS Marketing Personalization Partner

Last but not least, your business should ensure its using a reputable SMS marketing platform that can handle large volumes of messages and provide detailed analytics on campaign performance. A good SMS marketing platform will also allow businesses to automate their messages, set up triggered campaigns, and provide advanced features such as A/B testing and integration with other marketing tools. Helios, SMS marketing with segmentation, personalization, and automations, can turbocharge your personalization marketing strategy.

In conclusion, SMS marketing is a powerful tool that businesses can use to send personalized communications to their audience, improve their loyalty programs, and drive growth. By using customer data to send relevant and valuable messages, businesses can increase customer engagement, improve loyalty, and generate more referrals and reviews. However, businesses need to ensure they have a clear plan in place and use a reputable SMS marketing platform to effectively execute their campaigns. With the right strategy and tools in place, businesses can unlock the full potential of SMS marketing and drive long-term growth.

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