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Seven messages that show the value of personalization

Senior Editor, Intercom

Sara Yin


Main illustration: Adam Avery

“Personalized messaging” is one of the most overused phrases in marketing today.

To some, it’s a matter of voice and tone. Be friendly. Use more emojis. To others, it’s a spectrum of hyper targeting. Stuff as many unique identifiers as possible. Both are right, but miss the boat. Personalized messaging is all about relevance– sending a specific, valuable message to the right person, at the right time and place. When done effectively, these messages prompt important user behaviors like starting a free trial or checking out a new feature.

It’s an abstract concept that in reality is super simple. Case in point: these seven real-life examples of high-converting in-app and proactive live chat messages. We chose messages that address a fairly wide range of business goals, like converting trial users to paying ones, addressing churn or improving app engagement.

Here’s one of my favorites:

Expensify, an expense reporting app, was seeing lots of traffic to a microsite targeting accountants. Conversion rates on this site hovered around 6%, outperforming the average conversion rate of landing pages, 2.35% – but they felt they could do better. A salesperson created this simple visitor auto message (which only takes a few minutes to do in Intercom) with a friendly greeting, encouraging visitors to respond:

Within a few months of adding this message, the microsite was converting at 26%. ?

Check out our gallery for more examples of how a simple, friendly message can encourage your leads and customers down the funnel.

And if you want to learn more about personalized messaging, I can’t recommend this book enough: