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What are the best practices for creating and testing personalized messages for different segments?

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Personalized messages can boost your marketing campaigns by making them more relevant, engaging, and persuasive for your target audience. But how do you create and test personalized messages for different segments? In this article, you'll learn some best practices for marketing analytics segmentation and targeting, and how to apply them to your message design and evaluation.

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1 Segment your audience based on data

The first step to creating personalized messages is to segment your audience based on data. Data can come from various sources, such as demographics, behavior, preferences, feedback, or purchase history. You can use tools like Google Analytics, CRM software, or surveys to collect and analyze data. The goal is to identify meaningful and actionable segments that share common characteristics, needs, or goals. For example, you can segment your audience by age, location, interests, loyalty, or satisfaction.

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Trevan Marden

B2B Marketing Advisor, GTM Strategist, Fractional Marketing Leadership
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The first step is to understand your customers and why they buy. From there you can look to segment based on commonalities— are there different use cases, different demographics or different compelling events driving the purchases? By knowing and understanding the challenges of your customers and why they buy you can decide how best to segment and define targeted messages.

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Jacob Ajwani

Experienced GTM Leader | Ex Adobe, Deloitte
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?????? The data is often the more complicated part. Discussed far below ?? The easier part: After defining the segments you intend to personalize messages for, you identify the traits (attributes) that make up those segments. The complicated part: Mapping out the data sources for those attributes and bringing those pieces all together. 1. How will the marketer incorporate those those attributes into the personalization campaign? 2. Do these segments need data backfilled? 3. To create the segments do you need to stitch together profiles from multiple siloed data sources? A discussion with other teams, like IT, maybe required.

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2 Define your message objectives and value proposition

The next step is to define your message objectives and value proposition for each segment. What do you want to achieve with your message? What value do you offer to your segment? How do you differentiate yourself from the competition? Your message objectives and value proposition should align with your segment's pain points, motivations, and expectations. For example, if your segment is young, tech-savvy, and environmentally conscious, your message objective could be to increase awareness of your innovative and eco-friendly product, and your value proposition could be to highlight its features, benefits, and social impact.

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Nadia Yakubova

Customer Marketing Manager @Mollie
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A good tip for understanding a message's objective is to ask the question: "What action do I want the audience to take after receiving this message?" By clearly defining the desired action, you can identify the message objective. Whether it's making a purchase, subscribing, sharing content, or simply raising awareness, having a specific and measurable action in mind will help you craft a more focused and effective message. Additionally, considering how this objective aligns with your overall business goals is key to ensuring your messaging strategy remains purposeful and results-driven.

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3 Craft your message content and tone

The third step is to craft your message content and tone for each segment. Your message content should include the key elements of your value proposition, such as the problem you solve, the solution you offer, the proof you have, and the call to action you want. Your message tone should reflect your brand personality, voice, and style, as well as your segment's preferences, emotions, and language. For example, if your segment is professional, busy, and rational, your message content could be concise, clear, and informative, and your message tone could be formal, polite, and authoritative.

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Jacob Ajwani

Experienced GTM Leader | Ex Adobe, Deloitte
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Too often content served to segments are ASSUMPTIONS, until validated or debunked through testing. Use platforms that provide capabilities like Multi-armed bandit and Random Forest to automate personalization.

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Ron Ng.

Driving Web3 projects to reach a community of 500k strong in 90 days | Strategy Advisor at BlockPR | Grow your brand on Linkedin
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I focus on resonating emotionally through stories, imagery and language that speaks to that group. My goal is ensuring messaging aligns with each segment's values, interests and style. It takes effort to get into the mindset of diverse audiences, but well-crafted content and tone improves relevance and performance. Keeping the segment at the center allows me to tailor appealing, effective messages.

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4 Choose your message channel and format

The fourth step is to choose your message channel and format for each segment. Your message channel is the medium or platform you use to deliver your message, such as email, social media, website, or SMS. Your message format is the type or layout of your message, such as text, image, video, or audio. Your message channel and format should match your segment's behavior, habits, and preferences. For example, if your segment is mobile, active, and visual, your message channel could be Instagram, and your message format could be a short video or a carousel post.

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Kimberley Upton

Head of Planning
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Too many activations drive the same message across all touchpoints in a bid to drive salience. This kind of matching luggage will only diminish the effectiveness of your efforts with shoppers. Touchpoints should be modelled across a path to purchase, and the comms should flex accordingly. Think of them as cousins rather than twins - aim to drive brand recognition & recall, whilst delivering the right message, in the right place, at the right time.

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5 Test your message performance and optimize

The final step is to test your message performance and optimize for each segment. You can use various methods and metrics to measure and compare how your messages perform, such as A/B testing, multivariate testing, or analytics dashboards. You can test different aspects of your messages, such as the headline, the image, the copy, or the color. The goal is to identify what works best for each segment and what needs improvement. For example, you can test how your message headline affects your click-through rate, or how your message image affects your conversion rate.

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Jacob Ajwani

Experienced GTM Leader | Ex Adobe, Deloitte
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* Testing requires statistical significance to be achieved. Allow your tests enough time and audience size to fully bake results! ?????????? The confidence interval, which is determined after a test is complete, is impacted by three key factors: 1 Sample size of the test 2 Significance level 3 Population standard deviation

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Ron Ng.

Driving Web3 projects to reach a community of 500k strong in 90 days | Strategy Advisor at BlockPR | Grow your brand on Linkedin
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Changing something as small as a headline word can make a big difference! I make sure to test one variable at a time so I know what's driving impact. Once I determine the optimal message for each segment, I dig deeper into analytics to understand why. This informs future message strategies. Optimization is an ongoing process. I regularly re-test messages as audience preferences change over time. The key is continually experimenting and analyzing data to serve each segment with the most relevant, effective message.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jacob Ajwani

Experienced GTM Leader | Ex Adobe, Deloitte
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Hyper-personalization starts with the data foundation. Unify siloed customer data via a CDP, so marketing can begin to deliver personalized site content and promotions in real time, tailored to AI-powered segments (ie likelihood to convert or churn).

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Nathan Woods

Manager of Loyalty and Partnerships, Love’s Travel Stops and Country Stores
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Personalization is only as good as the data used to craft it. Maintaining a clear single source of truth is critical to tying a customer's journey together across your business, particularly for enterprise-level companies or companies looking to scale quickly.

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What are the best practices for creating and testing personalized messages for different segments?

1

2

3

4

5

6

1 Segment your audience based on data

2 Define your message objectives and value proposition

3 Craft your message content and tone

4 Choose your message channel and format

5 Test your message performance and optimize

6 Here’s what else to consider

Marketing Analytics

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What are the best practices for creating and testing personalized messages for different segments?

1

2

3

4

5

6

1 Segment your audience based on data

2 Define your message objectives and value proposition

3 Craft your message content and tone

4 Choose your message channel and format

5 Test your message performance and optimize

6 Here’s what else to consider

Marketing Analytics

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