Boost Response with Personalised SMS Strategies
TL;DR:
- Using names and personal data can significantly increase SMS engagement rates
- Personalise with care to avoid messages feeling invasive or creepy
- Most messaging platforms offer built-in personalisation features you can use
- Start with simple personalisation like names, then build up based on audience response
- Automation helps you send personalised messages at scale without manual work
Getting personalised SMS right can transform your messaging from generic broadcasts into conversations that actually get responses. The trick is knowing how much personal information to include without making people uncomfortable.
Getting Started with SMS Personalisation
Adding someone's name to an SMS is the simplest way to grab attention. "Hi Sarah, your order is ready" performs better than "Your order is ready" every time.
Most messaging platforms let you pull information from your contact database automatically. You can usually personalise based on:
- First names and surnames
- Location or region
- Purchase history
- Browsing behaviour
- Previous interactions
The key is having clean data to work with. If your contact list has gaps or errors, your personalised messages will look sloppy.
Setting Up Personalisation Features
Finding Your Platform's Tools
Every major SMS platform handles personalisation differently, but most use placeholder tags in your message templates. These might look like {firstname} or [NAME] depending on your system.
Check your platform's help documentation for the exact syntax. Some platforms offer visual editors where you can click to insert personalisation fields.
Building Your Message Templates
Start with a basic template and test how the personalisation looks:
"Hi {firstname}, we've got 20% off the items you viewed last week. Valid until midnight tonight – {shoplink}"
Always preview your messages with real data before sending. Nothing kills credibility like a message that says "Hi {firstname}" because the personalisation failed.
Testing Different Levels of Personal Detail
Begin with light personalisation and monitor your results. Track open rates, click-through rates, and unsubscribe numbers as you add more personal elements.
If you see engagement drop when you mention specific products or locations, pull back. Your audience will tell you what feels helpful versus intrusive.
Automation and Timing
Automated personalised messages work well for:
- Welcome sequences for new subscribers
- Abandoned cart reminders with specific product details
- Birthday or anniversary offers
- Location-based promotions
Set up triggers based on customer actions. When someone abandons their shopping cart, an automated SMS mentioning the specific items they left behind often brings them back.
Time your automated messages carefully. A cart abandonment message works best within a few hours, not days later.
Getting the Balance Right
The biggest mistake is over-personalising too quickly. Mentioning someone's exact purchase history in your first message can feel invasive, even if they opted in.
Build trust gradually. Start with name personalisation, then add location-based offers, then move to behaviour-based messaging once people are used to hearing from you.
Pay attention to your unsubscribe rates. A sudden spike usually means you've crossed the line from helpful to creepy.
Keep your tone conversational and human, even in automated messages. Avoid language that screams "this was generated by a computer."
FAQs
How do I know if my personalisation is working?
Track your key metrics before and after adding personalisation. Look for increases in open rates, click-through rates, and conversions. If these improve, you're on the right track.
What if I don't have much customer data to personalise with?
Start with what you have, even if it's just names and phone numbers. As people interact with your messages, you'll gather more data to work with.
Can I personalise SMS messages for different customer segments?
Yes, most platforms let you create different message templates for different audience segments. You might send different messages to new customers versus repeat buyers.
How often should I send personalised SMS messages?
This depends on your business and audience, but start conservatively. One or two personalised messages per week is usually plenty for most businesses.
Jargon Buster
SMS Platform – Software that lets you send text messages to groups of people and track the results
Placeholder Tags – Code snippets like {firstname} that get replaced with actual customer data when messages are sent
Segmentation – Dividing your contact list into groups based on shared characteristics or behaviours
Open Rate – The percentage of people who open and read your messages
Click-through Rate – The percentage of people who click on links in your messages
Wrap-up
Personalised SMS messaging works when you respect your audience's boundaries and add genuine value. Start with simple name personalisation, test your results, and gradually add more personal touches based on what your audience responds to.
The goal is making your messages feel relevant and helpful, not proving how much data you have about someone. Get this balance right, and you'll see your response rates climb steadily.
Learn about QuickSMS: https://www.quicksms.com/