Tailoring Messages to Different People

30 Aug

When creating text messages for customer engagement, it is essential to create messages that will resonate with clients not just financially but emotionally. This can be a difficult task: nearly every customer wants something different, and they all want to feel special. By tailoring text messages to individuals, however, businesses have a better shot at attracting new customers while keeping existing clients satisfied.

The process of tailoring messages is called list segmentation. Basically, list segmentation entails dividing clients into separate groups based on any number of factors. Each group should will common elements by which they’re filtered, such as: age, location, behavior, or history with the company. All of these commonalities give companies an idea of how to market to these groups, thereby allowing marketers to create unique messages for each group in order to hit home with customers.

Here are a few ideas as to how to properly segment lists for more personalized engagement:

1)     Separate prospects from current customers

Current customers do not want to be treated as prospects, and with good reason. Existing customers may be upset if they see an introductory deal that is better than the one they were originally offered. The two groups should be addressed and rewarded differently. First-time offer deals go to new clients, while special VIP loyalty discounts go to existing customers.

2)     Cater to your biggest clients

Create a segment for the big spenders, particularly if they are purchasing ten times more than the average customer. Decide on particular metrics to determine at which point a customer becomes a “big spender” and be sure to add them to this segment. Develop messages that will reciprocate their loyalty: give them platinum status that includes perks like gifts or free shipping. Listen carefully to the needs of these clients, and show them special appreciation.

3)     Resurrect relationships with inactive clients

Be aware of which Customers have fallen off the grid and haven’t engaged with or purchased from the brand for at least 6 months. In this segment, create a special message to lure these one-time clients into a brand-new relationship. Invent a reactivation campaign that will incentivize these specific clients to reactivate their relationship with the company.

4)     Pay attention to demographics

Analyze zip codes, gender, age, occupation, and other important demographic factors. With this information, segment clients into specific groups (i.e. old versus young; high-income versus low-income; etc.). Utilize programs that can help to insert the right information into text messages, which adhere to the demographics of each segment. This is very important: a business who addresses a text to the wrong demographic could quickly start to lose some customers; while companies who target particular demographics with extremely relevant offers and information will increase engagement.

5)     Pay attention to habits and behavior

Segment clients by spending habits, and continue to offer them relevant follow-up deals or upsell items. Also, segment lists according to click-through habits, separating out clients by the particular messages and links that appeal to them. By segmenting customers according to purchasing and traffic data, businesses can convert sales more often and continue to track their successes.

Update your segments frequently, as user data continuously changes and brand messaging is always evolving. Consider which campaigns are superior to others, and track new ones to make sure your segmenting is valid and effective. In the end, list segmentation is critical for successful advertising through text or any other form of mass communication, and marketers can expect great returns from a well-segmented mass marketing strategy.

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