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A Guide to the Perfect Personalized Message

 

Personalized messages are a unique feature of modern shopping. They are an excellent way to target a specific audience at the perfect time with the most effective message. Done right, they can prompt the user to shop immediately or tempt them to take up a special deal. In turn, a poorly timed or designed message may prompt the customer to delete an app or unsubscribe.

Delivering messages that are effective and appropriate can be a challenge – and message personalization is the best way to deliver the right message, at the right time, to the right person. Here is a list of important steps to consider in crafting the perfect personalized message.


1. Identify your audience
Who are you trying to reach with your message? On your decision will depend the content, the language, and the time of your message. Personalization works best when it targets a specific group of people. It is unlikely that the same promotion will appeal to all your customers equally, so for best results, it is important to tailor your messages to your desired audience.
 
Luckily, this is easily done in the online age – customers or app users can be asked about their details or to enter their preferences. Their browsing history or wish lists can also inform your message. Dividing your customers into individual groups to target is key.

 

2. Choose your message

What is the content of your message? Is it a flash sale, a company update or maybe a personalized reward? On the substance of the message will depend the medium via which to transfer it. A shorter, more urgent message might work best via an in-app notification; a longer piece of information would be best suited to an email.
 
Besides being able to include the recipient’s name in the message, you can also distribute location-sensitive messages. On a cold day, a customer might be more inclined to check out a recipe for mulled wine. Making use of information the user provides will mean better targeted, and therefore, more effective personalized messages.
 

3. Decide your delivery method
Once you identified your audience and the content, you can start thinking about the means to deliver your message. E-mail, a pop-up notification, in-app news feed are all options with individual pros and cons. Some users, for example, may not have opted into notifications, so you may miss out some; others rarely open the app, while e-mail is a less urgent way of delivery. Carefully considering which method suits your message and target audience best is crucial.
 
You can also work with several channels at once, targeting all members of an audience and working out which works best for your business. Regular messages via different channels are likely to work best.
 

4. Time your message
Who is your target audience? Are they middle-aged professionals or night owl students? Taking into account different people’s schedules can make the difference between a missed notification and a taken-up offer. A notification to a hospitality worker on a Friday evening is likely to go unnoticed; delivered at the right time, however, a message can engage the customer straight away.
 
You can also have time-specific offers to increase demand on a slow day or when the customer is most likely to shop. For example, at 
dinner time, you may send out a notification with a delicious new recipe, or remind customers of a ‘happy hour’ on a Friday.
 

5. Don’t stop here
Analysing which messages worked and which didn’t will let you improve your services in the future. Noting what notifications led to opening the app, and when, will help you learn more about your customers.
 
Employing an appropriate algorithm will mean better timed, most appropriate and therefore most effective messages in the future. This will also help build a relationship with the customer.
 
All in all, thinking of what message is most effective, when and for who can increase sales and help for the customer stay updated. Every customer is unique, and tailoring your messages to each customer is an opportunity worth taking.

 

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