Though we proved the case for personalization in “Personalization: It’s Well worth the Effort”, we understand it may be overwhelming and tough to begin personalizing cellular messages. That is the primary put up in a multi-part collection that breaks down the best forms of personalization into sensible, digestible, non-buzzword based mostly ideas.
Table of Content
However first, a fast recap as to why you must care about personalizing your messages. Should you’re something like me, you get a ton of push notifications per day. There’s nothing extra annoying than checking your telephone after a gathering and seeing a telephone display screen stuffed with irrelevant push notifications, like this:
As a marketer, try to be striving to face aside from this noise by sending solely extremely related and fascinating messages to your customers. That is completed via personalizing your messages.
Personalization begins by making certain that you just ship your message solely to these customers who will discover it relevant. For instance, you wouldn’t ship a welcome message to customers who’ve had your app for the final two years. Within the curiosity of holding this put up quick, I’m going to imagine that you just’re segmenting your messages in order that they’re going solely to related customers. If not, cease right here and browse “The State of Push Notifications in 2018…”. Okay, now that’s below management, we will transfer on to the key of dynamic content material.
Dynamic content material is content material for a message that’s adjusted based mostly on identified details about the goal person. The preferred instance of dynamic content material is inserting a person’s identify right into a message, however there’s much more prospects in terms of dynamically personalizing your messages. With Localytics, something that you just seize as a Profile attribute can be utilized as dynamic content material. For instance, if you realize a person looked for a pink shirt the final time they had been within the app, you may point out that shirt in a message.
We’ve discovered that manufacturers have seen a 5.7% improve in open charges by merely together with dynamic content material to their messages (reference). Yep, dynamic messages get a median open charge of 8.8%, whereas messages with out dynamic content material get a median open charge of three.1%.
So how do you get began? We’ve compiled just a few finest practices to contemplate, in addition to a framework that will help you crawl, stroll and run your strategy to efficient dynamic messages.
- Use restraint – solely embody dynamic content material when it makes the message extra related and contributes to constructing a deeper reference to the recipient. Going overboard may creep out your customers and be detrimental to the connection.
- Check extensively. Provide you with concepts as to which items of dynamic content material will enhance your messages and check to substantiate. At all times have one model that makes use of no dynamic content material so you will have a baseline to match in opposition to.
- Set backup values – At all times embody a generic default that reveals when a person hasn’t given you the data wanted to populate a bit of dynamic content material. In any other case, you run the chance of displaying a clean house in your messages, which is bizarre. Additionally be certain the message is sensible with the backup content material!
Begin with one thing primary like together with the person’s first identify in your message or mentioning their favourite class.
As you get extra comfy with dynamic content material, take into consideration personalizing extra than simply your message. For instance, in Localytics you should use dynamic content material to personalize wealthy content material and deep hyperlinks. A media app would possibly use this functionality to point out a picture of every person’s favourite TV present, whereas a monetary providers app may ship a message telling customers to replace their preferences and have the deep hyperlink routinely take the person to their settings display screen within the app.
On the extra refined finish of the spectrum you can begin utilizing if/else logic that lets you change the whole message, not simply populate a template, for every person. This lets you do issues like change the tone of your message, based mostly on how lengthy it’s been for the reason that person final opened your app or show totally different combos of emoji based mostly on the person’s pursuits.