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Creative Ways to Personalize Your Business Texts Using Custom Fields

Creative Ways to Personalize Your Business Texts Using Custom Fields

Explore the ways different industries can use custom fields and data collection for added personalization to messages.

Think about the last marketing message you actually opened. Why did you take action on that particular message?

Most likely, you gave it your attention because it felt relevant to you. Whether that’s because it included your name or past purchase activity, that message was meant for you.

Year after year consumers prioritize personalization within the marketing material sent to them. Data over the last decade has even showed a correlation between purchases and personalization.

  • Segmented, personalized email messages average 46% higher open rates than normal marketing messages.
  • 74% of marketers said that targeted messages and personalization of emails improves customer engagement rates.
  • Marketers see an average increase of 20% in sales when using personalized experiences.
  • Lack of content relevancy generates 83% lower response rates in the average marketing campaign.

While there are plenty of ways you can add personalization to your communications, one of the simplest solutions resides within text marketing.

Today, we’ll show you how to utilize custom fields as your go-to personalization tool as well as give you some ideas on how you can start naturally working personalization into your regular communication strategy.

How to Add Personalization to Your Texts

Custom Fields work with our Data Collection feature to help you import and/or gather information about your subscribers such as names, email addresses, zip codes, URLs, and dates. You can also use a blank text field and customize it with whatever specific data you’d like to collect, like a department name, or job title.

We’ll give you a quick summary showing you how easy to use these features are, but we also have step-by-step videos that walk you through exactly how to set them up!

To start personalizing texts, you’ll first need to create a field where you’ll store info about subscribers. All you have to do is go to the Subscribers panel, click Custom fields, then give your field a name. These fields can be as simple as first and last name, or as detailed as a user’s preferred product or service.

Next, you’ll need to create a keyword that will trigger the data collection sequence. You can link any number of information gathering questions to automatically send to all new subscribers who text in this keyword to your number or short code. That information is then atomically input whenever a {custom field} is added to your campaign! It looks a little something like this:

Creative Ways to Use Custom Fields in Your Business Texts

Between custom fields and data collection, you can see there’s no limit to how personalized your messages can get. Additional tools like segmentation also come into play, but you can read more about that here.

To get you started, here’s a list of some creative ways you can start using custom fields to boost your customer engagement. From the basic to the unique, our list isn’t exhaustive, but it’s a great start.

We’ve broken down our ideas based on specific industries. Keep in mind ideas for some may overlap and work for others!


  • Find out what a subscriber’s favorite food is and send them menu updates based on that
  • Ask them when their favorite day of the week to eat out is and send offers based on the day they reply with
  • Find out if they like to come to your restaurant for specific events (sports games, trivia, etc.) and customize based on activity

Churches/Religious Organizations:

  • Ask how frequently subscribers would like to hear from you and send out messages based on their answer
  • Ask what aspects of their faith they’re more interested in hearing about, and customize messages from there
  • Ask who they’re interested in sharing these texts with (i.e family, friends, bible study) and send content based on that


  • Ask a customer’s size and send out material based on their preferences
  • Find out their location and send out information relevant to that area
  • Have users complete a style profile to receive the most “on point” offers for them

Entertainment Venues:

  • Ask customers their favorite form of entertainment (sports, plays, movies, etc.)
  • Ask about their favorite genre of music (for concert/event updates)
  • Sort subscribers based on how much they’re willing to pay for events


  • Sort donors based on their interests (donating, volunteering, etc.)
  • Ask for first names to make quick donor thank you’s especially personalized
  • Find out what material they’re most moved by (program updates, client stories, current needs)

We could go on, but we’re excited to see what you come up with! Just remember, when it comes to personalization…

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