Personalisation in SMS Marketing: Why It Matters and How to Do It

In the ever-evolving digital marketing landscape, businesses continually seek ways to stand out and connect with their audience. One of the most effective strategies to achieve this is through personalisation. Personalisation in SMS marketing can significantly enhance customer engagement, build stronger relationships, and drive higher conversion rates. Here, we will explore why personalisation matters in SMS marketing and provide actionable tips on how to personalise messages effectively.

Why Personalisation Matters in SMS Marketing

  1. Increased Engagement: Personalised messages capture the recipient’s attention more effectively than generic ones. Customers who see their name or receive content relevant to their interests are more likely to engage with the message.
  2. Higher Conversion Rates: Personalisation can lead to better conversion rates. Messages tailored to the individual’s preferences, behaviours, or past interactions are more likely to resonate and prompt action.
  3. Improved Customer Experience: Personalising SMS communications contributes to a more positive customer experience. Customers appreciate when businesses take the time to understand their needs and provide relevant information or offers.
  4. Enhanced Brand Loyalty: Consistently delivering personalised content helps build a stronger emotional connection with customers. This can lead to increased loyalty and long-term relationships.
  5. Reduced Opt-Out Rates: Generic, irrelevant messages can lead to higher opt-out rates. Personalisation ensures the content is relevant and valuable to the recipient, reducing the likelihood of them unsubscribing.

How to Personalise SMS Marketing Messages Effectively

  1. Segment Your Audience: Start by segmenting your audience based on various criteria such as demographics, purchase history, behaviour, and preferences. This allows you to send targeted messages that are relevant to each group.
  2. Use Customer Data Wisely: Leverage the data you have about your customers to create personalised messages. This could include their name, purchase history, location, or preferences. For example, sending a birthday discount or a recommendation based on their past purchases.
  3. Dynamic Content: Implement dynamic content in your SMS campaigns. This involves using placeholders that get replaced with personalised information for each recipient. For instance, “Hi [Name], we thought you’d love this new product!”
  4. Behavioural Triggers: Set up automated messages based on customer behaviour. If a customer abandons their cart, send a reminder with a personalised message. If they haven’t purchased in a while, send a re-engagement message with a special offer.
  5. Timing and Frequency: Personalisation isn’t just about the content; it’s also about the timing and frequency of your messages. Analyse customer behaviour to determine the best times to send messages and avoid overwhelming them with too many texts.
  6. Test and Optimise: Continuously test different personalised elements and optimise based on the results. A/B testing can help you understand what works best for your audience and refine your personalisation strategies.
  7. Respect Privacy: Always respect customer privacy and obtain explicit consent before sending personalised messages. Ensure that your data collection and usage practices comply with relevant regulations.

Examples of Effective Personalisation in SMS Marketing

  • Retail: “Hi Jane, we noticed you loved our summer collection. Here’s a 10% discount on our new arrivals just for you!”
  • Hospitality: “Hi John, welcome back! We’ve upgraded your room to a suite for your loyalty. Enjoy your stay!”
  • Healthcare: “Hi Sarah, it’s time for your annual check-up. Schedule your appointment with Dr. Smith at your convenience.”
  • Fitness: “Hi Mike, great job on completing your first month! Here’s a 20% discount on your next month’s subscription.”


Personalisation in SMS marketing is no longer a luxury but a necessity. It enhances customer engagement, drives higher conversion rates, and fosters long-term loyalty. You can create impactful SMS marketing campaigns that resonate with your customers by effectively utilising customer data, segmenting your audience, and implementing personalised content. Start personalising your SMS marketing today and experience the difference it can make for your business.


Contact us today to learn more about how we can support your business’s communication needs.

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