Systems and methods, by which a sender can deliver haptic messages to selected recipients within a larger group of recipients that are otherwise receiving a common message, are disclosed. The haptic messages can be individualized according to a recipient's profile, preference, and/or relationship with the sender. The haptic message can be created by the sender or selected from a pre-existing library of messages, and can be delivered automatically or assigned by the sender. The haptic messages can be dynamically changed in response to haptic feedback and supplemental data collected from the recipients that is used to update preferences and profiles of message recipients.