How Michaels Transformed Its Personalization Strategy: Unlocking Greater Loyalty & Engagement North America's largest arts and crafts retail chain partners with Persado to put personalization and customer loyalty at the forefront of its SMS, Facebook, and email campaigns. SMS: A new opportunity for growth SMS was a new channel for Michaels when Persado came onboard, but the two companies worked together to turn it into a highly engaging touchpoint using a three-phase launch plan: 01 02 03 Persado works with Michaels to understand the company’s SMS program, including the types of messages sent, the frequency, and the expected outcomes. Persado uses its AI platform to develop several test messages per campaign to figure out which parts of the messages drive the highes

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