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Why Personalisation is Crucial in Marketing

Personalisation enhances customer experience, builds loyalty, and increases ROI. Here are some key figures that highlight the impact of personalisation:

• 80% of consumers are more likely to make a purchase when brands offer personalised experiences.
• 91% of consumers prefer shopping with brands that recognise them and provide relevant recommendations.
• 72% of consumers only engage with marketing messages that are customised to their interests.
• Personalisation can deliver 5-8 times the ROI on marketing spend.

These statistics make it clear: personalisation is no longer just a trend; it's a necessity for businesses looking to build meaningful customer relationships and drive revenue.

The Unique Power of Personalisation in SMS Marketing with Samples

SMS marketing is inherently personal since it reaches customers directly on their mobile devices. However, a generic message can feel intrusive especially since customers have trusted you with their phone number. Here’s how personalisation transforms SMS marketing:

1. Higher Open and Engagement

   SMS marketing already boasts an impressive 98% open rate, and personalisation only enhances this further. Customers are more likely to engage with messages that are relevant to their interests and behaviours.

   Example SMS: “Hi Sarah, enjoy 15% off your next purchase as a thank-you for shopping with us! Use code SARAH15 at checkout. [Shop Now]”
2. Improved Customer Retention
   Personalised SMS messages make customers feel valued, increasing brand loyalty. A simple birthday message or exclusive VIP offer can strengthen customer relationships.
   Example SMS: “🎉 Happy Birthday, Alex! 🎉 Enjoy a special 20% off just for you. Click here to claim your gift: [Link]”
3. Increased Conversions and Sales
   Personalised offers based on past purchases or browsing behaviour can significantly boost conversions. Personalisation allows for confident sending because of a deeper understanding of the customers.
   Example SMS: “Hey Mark, we noticed you loved our running shoes! Get 10% off your next pair—exclusive for you. Use code MARK10. [Shop Now]”
4. Enhanced Customer Experience
   Customers appreciate when brands anticipate their needs. Sending relevant reminders or recommendations improves their shopping journey.
   Example SMS: “Hi Emma, your favorite moisturizer is running low on stock! Reorder NOW with 10% off just for you: [Link]”
5. Reduced Opt-Out Rates
   Irrelevant messages can lead to higher opt-out rates. By sending targeted SMS messages, it ensures customers receive only what matters to them and keeps engagement high.

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Beyond SMS: The Role of AI and Automation in Personalisation

As AI and automation continue to advance, SMS personalisation will become even more sophisticated. AI-driven insights will enable hyper-personalised messages based on predictive analytics, behavioural triggers, and real-time data. But how exactly will AI transform SMS marketing?

Predictive Personalisation: AI can analyse past consumer behaviour and predict future needs, allowing brands to send messages at just the right moment.

Dynamic Messaging: Automation tools can tailor SMS content in real-time based on customer interactions.

AI Chatbots: Conversational AI can enhance SMS by providing immediate responses and personalised recommendations.

A/B Testing & Optimisation: AI can run multiple message variations and identify the highest-performing content automatically.

Omnichannel Personalisation: Integrating SMS with Other Marketing Channels

Personalisation isn’t just about SMS; it thrives when combined with other marketing channels for a seamless customer experience. Here’s how businesses can integrate SMS with other platforms:

• Email + SMS: Use email for detailed content and SMS for quick alerts or reminders.
• Social Media + SMS: Retarget engaged social media users with exclusive SMS offers.
• E-Commerce + SMS: Send abandoned cart reminders and product recommendations to drive purchases.
• In-Store + SMS: Use geolocation to send SMS offers when customers are near a physical store.

Guidelines for Personalised SMS Marketing

1. Use First Names: A simple name inclusion increases engagement.
2. Segment Your Audience: Group customers based on demographics and behaviour.
3. Offer Exclusive Deals: Reward loyal customers with personalised discounts.
4. Respect Timing: Avoid sending SMS messages during inappropriate hours.
5. Include Clear CTAs: Every SMS should have a call-to-action for immediate response.
6. Monitor & Adjust: Track engagement and fine-tune messages based on analytics.

The Future of Personalisation in SMS Marketing

As AI and automation continue to advance, SMS personalisation will become even more sophisticated. AI-driven insights will enable hyper-personalised messages based on predictive analytics, behavioural triggers, and real-time data.

With the right approach, businesses can use SMS to create deeper connections with their customers, drive higher engagement, and significantly improve conversion rates. Explore more about how to use AI for SMS here (insert link to other blog post).

Final Thoughts

Personalisation in SMS marketing is more than just addressing a customer by name—it’s about understanding their behaviours, anticipating their needs, and delivering value-driven interactions at the right time. By leveraging AI, automation, and omnichannel strategies, businesses can create more engaging, effective, and results-driven SMS campaigns.

With personalisation at the core of modern marketing, now is the time for brands to refine their strategies and truly connect with their audience. Are you ready to take your SMS marketing to the next level? Start implementing these personalisation strategies today and watch your customer engagement soar!