Personalisation in email & SMS marketing

Personalising messages to your subscribers has become an important and common practice in email and SMS marketing. The more curated your messages, the more relevant they are to your customers — helping them forge a deeper relationship with your organisation. Personalisation also significantly raises customer satisfaction, and with it, customer retention.

If you subscribe to Netflix, you've probably received an email recommending a new series based on what you've watched before. The heading, images, body copy and links differ depending on who's reading — a great example of personalisation in action.

eNudge lets you personalise your email and SMS messages in two ways: inserting field values (available to all accounts), and programmatic rules (available to Enterprise account holders).

Simple personalisation

All eNudge accounts can personalise email and SMS messages by inserting your contact's data into the message — name, organisation name, and values held in other fields against each contact, including any of 15 custom fields that can hold up to 255 characters each. And if you have even more information about each contact, you can add it to a specific campaign and use those additional values to personalise the message.

That's why we say eNudge provides unlimited personalisation: if you have the content about each contact, you can insert it into that contact's individual message as it's sent.

Programmatic personalisation

The Programmatic Personalisation feature lets you go a step further — adding curated content and communicating relevant information to subscribers based on what you know about them. You configure conditional rules that determine what content is included, based on the value of a particular field in each contact's data: demographics, preferences, purchase history, invoice payment status and more. With eNudge custom fields, you can import a wide variety of information about your contacts to drive these rules.

How to use programmatic personalisation

You can use programmatic rules to personalise the following components of an email:

• Block or inline content
• Plain text
• Paragraphs of text
• Links
• Images
• Calls to action

Here's a simple example. The goal is to send a different discount based on the subscriber's recorded state of residence — Victorian residents are offered 5%, everyone else 2.5%. The ruleset logic looks like this:

The text in the email varies based on the contact's state. You could also insert two different images, following the same logic. For this example we've shown just two alternate sets of information, but you can add as many “if” options as you wish, plus a final optional “else” that's used when none of the “if” values match.

This is just a simple example of what's possible. You can add unlimited rules and be very creative. If you'd like help setting up personalisation in your campaigns, get in touch.