Mobile Marketing Personalization - 4 Strategies That Work

Consumers love using apps to stay updated on the latest happenings with their favorite brands, and businesses that are taking advantage of this are seeing incredible results. One aspect of mobile app marketing that many businesses overlook, however, is the ability to personalize their mobile marketing messages. Here are four useful strategies for making your mobile marketing efforts even more effective by using personalization.


1. Utilize Location Data

Knowing where your app's users actually are presents you with the opportunity to craft messages centered around this information. When your users receive updates from you on their mobile devices that are highly relevant to where they currently are, it makes them more likely to take action in a way that benefits them and your business. For example, when a user comes within a certain distance of your store, you could have them receive an update that invites them in for a special promotion available only to users of your mobile app.


2. Include A Name

When someone sees their name included in a message they receive from your mobile app, it makes them more likely to relate to it and explore it further. This is why you should always ask for the name of your users when they create a profile through your app. Even this most basic level of personalization can have a positive impact on the conversion rate of your mobile marketing messages.


3. The Importance Of Timing

Every aspect of your app's usage should be tracked. When you analyze such data, you're able to make better decisions about your messages to users. One of the most important data points to keep an eye on is the time of day during which your users are most active. By knowing when a specific user is most likely to be responsive to a message sent through your app, you can tailor your content delivery practices accordingly. This also helps to improve the relationship you have with each user, as it keeps them from receiving messages from you during times that are inconvenient for them.


4. Segmentation Is Key

Segmenting your app's user base into clearly defined groups can have a great impact on your marketing campaigns. For example, separating your users into groups based on their activity level within your app creates the opportunity for you to reach them with messages crafted specifically to their interests. For your most active users, you could create a message thanking them for their loyalty and rewarding them with a special offer. On the other hand, new users of your app could get an update regarding a new feature that they may not have discovered yet within your app.


These methods are just the tip of the iceberg when it comes to mobile marketing, but they're a great place to start if you want to get the best results possible from each message you send to your mobile users. Even the most simple form of personalization, such as the use of a name or a location-based update, can help you stand out in the crowded mobile marketing space, and allow you to connect more closely with each person who encounters your brand.