Can You Personalise a Bulk SMS Message?
Yes, you can indeed personalise bulk SMS messages. It’s reasonably straightforward and we’d encourage you to do it where possible!
Almost all bulk SMS providers allow you to personalise messages that you send to customers. This means that you can merge personal information to a text such as the recipient’s name, account details, order number etc.
It’s very effective and is very widely used.
Let’s explore how personalisation in bulk SMS works, why it’s important, and how to do it effectively.
Increase response with bulk SMS personalisation
Personalised messages have a significant, positive impact on customer engagement. Studies show that people respond better to messages tailored to their needs and preferences.
Personalised SMS campaigns generate higher open and response rates compared to generic messages.
Why? Because a personalised message makes the recipient feel valued, which builds trust and fosters a stronger connection with the brand.
Quite apart from making the customer feel valued, it allows you to add crucial additional information to the text.
How to Personalise Bulk SMS Messages
All bulk SMS platforms offer tools that make personalisation easy. Here are some ways to implement it:
Dynamic Fields
Dynamic fields allow you to insert personalised details like the recipient’s name, location, or account number into a bulk SMS. For example:
Generic: “Dear Customer, your order is on the way.”
Personalised: “Hi Sarah, your order #12345 is on its way to Bristol.”
By pulling information from a database or CRM system, these fields are populated automatically, ensuring personalisation at scale.
Customer segmentation
Grouping your audience into segments based on demographics, purchase history, or behaviour helps you send targeted messages. For instance:
Loyal customers might receive: “Thanks Harry, for being with us for 3 years! Here’s a special discount just for you.“
New customers could get: “Welcome to ABC living! Enjoy 10% off on your first purchase.“
Customised Offers
Personalised SMS campaigns can promote products or services relevant to individual customers. If a customer recently browsed your winter collection, you could send: “Hi Amy, check out our latest winter deals—just for you!“
Timing
Sending messages based on time zones, purchase anniversaries, or upcoming events adds a personal touch. A message like “Happy Birthday, Emma! Enjoy 20% off today!” can make customers feel special.
Integrating SMS with CRM systems
Bulk SMS platforms often integrate with CRM systems, e-commerce platforms, and marketing software to gather and utilise customer data. Features like automation and AI-driven insights further enhance the ability to personalise messages.
For instance:
APIs allow businesses to sync their databases with SMS platforms for seamless data transfer.
AI tools analyse customer preferences and suggest personalised content or timing.
Personalisation using standalone web SMS platforms
Bulk SMS systems allow you to personalise your messages without the need to pull data directly from a CRM system.
You can simply upload an excel sheet or csv file that contains additional data such as name, order number, etc.
Then, using the wizard that all providers offer, it’s simply a case of ‘mapping’ the data fields onto the template message that you want to send.
It sounds a little more complicated than it is!
The best way to see how this works is to set up a test account and experiment. Most providers offer a free test account and some free credits.
Open an account with The SMS Works and we’ll provide you with 50 free credits, if you’re a UK company.
Best Practices for Personalised Bulk SMS
Keep it Short and Relevant
SMS has a 160-character limit, so make every word count. Focus on delivering a concise and meaningful message.
Test Before Sending
Use A/B testing to determine which personalised messages resonate most with your audience.
Maintain Privacy
Ensure compliance with data privacy regulations like GDPR or TCPA in the US. If you plan on sending marketing messages, always get consent before sending SMS messages and provide an opt-out option.
Avoid Overdoing It
While personalisation is effective, excessive or irrelevant messaging can annoy customers. Use it thoughtfully.
What technical skill or experience do I need to personalise bulk SMS messages
Very few skills are needed to get to grips with message personalisation. Things have improved in the past few years!
There’s a little bit of ‘data wrangling’ needed to get the columns to match the correct data fields but it’s nothing too complex or longwinded.
You’ll be offered a message preview option which allows you to make sure the message is correct before sending.
Conclusion
Businesses that adopt personalisation in their bulk SMS campaigns often see a remarkable improvement in engagement metrics. From higher click-through rates on links to increased customer satisfaction and loyalty, the benefits are clear.
Personalising bulk SMS messages can transform how your business communicates with its audience. By using dynamic fields, segmentation, and customer insights, you can deliver messages that resonate and really make a difference.
Where consumers are bombarded with generic marketing, personalised SMS stands out as a meaningful way to connect. Start personalising your bulk messages today, and see the difference it makes in building customer relationships.
We’re here to help if you have any questions.
Related posts
List of UK based SMS providers
What is bulk SMS?
When should you use a Web SMS tool rather than an SMS API?
