Personalization plays a crucial role in any form of marketing. Whether you’re sending out SMS messages or emailing your audience, personalizing your communication makes a huge difference. In fact, if you don’t personalize the experience of your audience, they might get frustrated.
According to a 2017 report, nearly 71% of customers stated that they get frustrated when the brands don’t personalize their experience. In addition, about 54% of consumers also expect personalized offers and discounts from brands within 24 hours of giving their information. Also, nearly 77% of consumers expect brands to deliver customized experiences.
Personalization can also be beneficial for brands because as many as 49% of consumers end up making impulse purchases on reading a personalized message. A staggering 85% of them are happy about purchases too. Additionally, about 39% of consumers may recommend your brand, and 44% of them may become repeat buyers if you personalize their experiences.
While the above statistics may apply to online businesses, local businesses aren’t left out too. About 34% of consumers expect local businesses to send out personalized messages to them too.
While there are numerous ways to personalize your communication, doing so in SMS marketing is highly recommended. One of the major reasons for this is that it’s the most frequently used smartphone app, with 97% of Americans using it daily. Moreover, it’s extremely easy to do it with the use of custom fields. Let’s try to understand what are these custom fields.
What are Custom Fields?
Custom fields are essentially parts of the message that can be used to segment your database. These allow you to customize the messaging and increase the chances of having your customers commit to a specific action.
These segmented lists will be created with the information from your database allowing you you achieve personalization. This way, even when you’re sending out a mass text, it won’t be apparent due to segmentation.
Let’s now take a look at how you can achieve this personalization through custom fields.
How to Add Personalization Through Custom Fields?
To customize your messaging by adding custom fields, you need to have a bulk SMS software. Using such software solutions, you can create custom fields in the messages that you wish to send out to your subscriber list.
You can collect the data of your subscribers, such as name, email address, gender, etc. from your interactions with them on different channels through forms using webhooks to capture that information in your SMS marketing database and CRM. Before you start this process, you'll need to create a field where you can store all this information.
Let’s now look at some creative ways through which you can achieve personalization in your SMS through custom fields.
Creative Ways of Personalizing Messages
Name is one of the best and most common ways of personalizing your SMS. When you address your subscribers by their names, they’ll feel that the message is sent out specifically to them. It helps in making your message appear more personal.
2. Product Purchased
If you’re sending out messages to your customers, it makes sense to include the name of the product that they’ve purchased from you. Whether the SMS is about asking them for feedback or even offering them a discount, naming the product they’ve purchased can make the SMS seem extremely personal. It shows that your brand cares about their opinion about the product that they’ve purchased.
3. Product Category
When you’re planning to market your products via SMS marketing, it helps if you send out targeted messages. In such a case, you should consider suggesting relevant products to your subscribers to increase their chances of conversion. If you know the category of products that they prefer, you can include that in your SMS to make the campaign more personalized.
Age is yet another way of personalizing your communications through custom fields. This can also help ensure you are in compliance with the law. For example, if you're a restaurant wanting to advertise an upcoming happy hour special then you want to make sure you're not marketing to teenagers.
5. Food Item
This one is for the restaurants that wish to personalize their marketing. You can capture the food item that your customers last purchased from you and segment your database based on that piece of info. When you suggest a food item that they’ve liked in the past, they may order it again from you.
6. Event Suggestions
If you own an entertainment venue, you can collect the different types of events your customers are interested in. Based on them, you can send out suggestions in your SMS messages.
7. Employee Name
When your customers interact with you for any purpose, it helps to record the name of the employees who spoke to them. You can then send out an SMS to your customers asking for their feedback in a link for a survey asking for the name of the relevant employee. You can then segment your database based on employees and send an SMS message to customers who had a favorable experience with them letting them know they will available to help them that day.
It helps to personalize your recommendations based on the location of your customers. By recording the location of your customers, you can send out customized messages related to their area.
This one is for the vets. When you need to send out info about pet-related disease outbreaks, you can customize the message by capturing the type of pet so you're sending the right message to the right people. For example, if your area is experiencing a tick outbreak you might want to send a message to people who own cats and dogs but not to fish owners.
Based on the previous interactions of your customers with your brand, ascertain their interests. Using these interests, you can send out suggestions through custom fields in your SMS marketing campaigns. This can increase their chances of conversion.
Personalization is the key to success in all forms of marketing. It helps you provide whatever your audience is looking for, and by doing so, you can increase their chances of responding positively to your messages too. By using custom fields in SMS marketing, you can achieve this sort of personalization through segmentation.
What are some other creative ways to use custom fields to achieve personalization? Let us know in the comments.