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Why Personalized SMS is a Powerful Marketing Channel July 09, 2024 (0 comments)

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Louisville, KY--Personalization in marketing extends beyond adding a customer's name to a text. It involves understanding their desires and motivations.

[Image via istockphoto.com]

Retailers face inflation, economic uncertainty, privacy regulations, and fierce competition. To address these, businesses must maximize the value of every marketing channel, especially SMS.

According to an article by Retail Customer Experience, consumers are open to receiving brand updates on their mobile devices. SMS messages boast open rates exceeding 80% and are mostly read within three minutes.

Mobile phones are nearly always within reach, making SMS an effective tool for reaching customers.

Effective Personalization Strategies

Retailers should apply lessons and best practices from other channels to use SMS effectively. Mobile phones are personal devices, and generic messages sent to all subscribers are less effective. Marketers should show customers they understand and care about their needs by asking questions and listening to the answers.

The article added that personalization involves more than just names. It requires analyzing purchase histories to make smarter recommendations and asking questions to understand customer needs. Brands should personalize offers and use zero-party data collected directly and with customer consent.

The article cites the example of apparel brands can tailor recommendations based on style preferences, while home decor companies can inquire about upcoming remodeling plans.

Contextualizing Messages

The article noted that context is crucial in an SMS campaign due to the intimate nature of mobile devices. Messages should be tailored to the right time and place and the appropriate stage in the customer's lifecycle.

For instance, sending discount offers to a browsing customer can be off-putting, while alerting a customer about a restocked item they were interested in can be helpful.

Text messages must be concise and focused. Including multimedia elements like images and GIFs can enhance engagement, especially for significant events or new product releases.

Actions like these demonstrate that a brand listens and responds to customer needs, building trust and encouraging further engagement.

Learn more in this article by Retail Customer Experience.

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