Personalization has made its unique presence in email marketing, with top marketers integrating it in their campaigns to generate improved results. In the current competitive world, one can never expect to increase sales if not using personalization to reach out to the customer.
So, how does email personalization help marketers?
- It helps maintain rapport with customers.
- Prioritize your brand on the mind of customers
- Helps to provide a new experience to customers
- Maintain a long-term relationship with customers
- Helps to increase sales and revenue
Over the years, personalization has helped achieve these goals, but with a highly competitive market scenario and customers having many options, hyper-personalization has come into the picture and is almost a necessity rather than a luxury.
What is hyper-personalization?
Many times, marketers shift to personalized targeting because their typical marketing efforts could not reach the best and most accurate prospects. Although they segmented these prospects, there is a need to sub-segment these customers, which is called hyper-personalization. These hyper-personalized groups of customers helps marketers to significantly increase their chances of conversion.
Hyper-personalization is the more targeted approach to reach out to the real prospects. It helps to find a deeper pattern in your data. While personalization helps connect with the potential customer based on their interests, preferences, etc., it sometimes misses out on the essential points to consider. Hyper-personalization removes these obstacles and makes your approach streamlined and effective simultaneously.
The in-depth analysis of the data gives marketers the right insights to analyze and understand every customer’s preference. The process further helps to provide a better customer experience.
As per a survey, almost 86% of consumers are ready to pay more when provided better customer experience. – Oracle
This is motivating as marketers can take things to another level and can create an email marketing approach that helps to deliver real results.
“The more you know about how the customers discover your brand and make the decisions, the better equipped you will be to execute on the other aspects of business.” This quote by Casandra Campbell, founder of Minimalist Marketing perfectly conveys the role of hyper-personalization in marketing strategy.
Hyper-personalization will continue to gain strength as one of the hottest trends in 2020. Some of the brands, such as Amazon and Spotify, are using hyper-personalization to leverage their marketing approach. Find the below graph:
You can see in the graph, both the brands have moved into predictive personalization, which helps make the best marketing decisions. They are using artificial intelligence, machine learning, and other techniques to decipher the real-time data of the customers. This would be used in hyper-personalized email marketing and for other marketing forms. The data is collected from different sources, such as various studies, surveys, list segments, etc.
How Amazon uses the personalized approach?
The organization has a nice personalized approach where they would examine only the relevant data that would assist in picking the machine learning algorithm and training the model based on the data. They can leverage Omni-channel data for driving the best real-time personalized customer experience. The contextual communication process helps the organization to stand out from the other brands.
How Amazon executes the complete process?
The brand collects the essential data for the whole hyper-personalization marketing approach, such as the browsing habits, recent purchase history, past purchase history, time of purchase, number of purchases, amount spent, among others. It then moves onto the next step, connect the dots and solve the puzzle of complex customer behavior. So, when you get into the minds of the customer you can even understand the personality and buyer personas of the customer. Based on that, you can provide product recommendations to the customer, thus increasing the likelihood of sales.
You need to develop responsive personalization, which means getting the right response from the customer, made easy with hyper-personalization. As per research, responsive personalization could help you deliver around five to eight times the ROI. It means a 400% increase in revenue. –drip.com
Find out how hyper-personalization is facilitating email marketers on the right path to success:
1. Automating the Workflow:
Hyper personalization helps to automate the workflow. Automation tools work with the trigger of a specific event or action. For example, when a customer abandons the shopping cart midway, the automated cart abandonment emails reach out to them and reminds them to complete the purchase.
Data-driven email automation is a product of the amalgamation of email marketing with artificial intelligence and machine learning. It precisely sends the right content to the right customers, with the trail of information left behind by the customer.
Data is the wealth of any organization, which is also proved here in email hyper-personalization.
2. Helping to super-refine the process:
Many organizations still collect the basic information of customers and assume their preferences, likings, etc. They then send the emails based on the preferences of the majority of the customers. In this approach, they miss out the outliers.
Who are the outliers?
These are the customers whose preferences are entirely different from the majority, so marketers tend to ignore them. Never forget, every customer is important. In the case of outliers, if you provide efficient service to them, they might turn out to be loyal, high-revenue customers!!!
Hyper-personalization resolves this scenario.
3. Creating the perfect content:
The content creation process requires the right strategy, research, creativity, and last but not the least, accurate information on the customer.
You could create the best content, but if it does not align with the needs and preferences of the customer, your customers will overlook it.
Don’t you think it would be a waste of your effort and time?
You should create content to connect with the customer. Hyper-personalization makes the content creation process precise, hitting the bullseye. With this approach, your email marketing campaign would see much success rate, impressive open rate, click-through rate as well.
4. Personalizing the crucial Call-To-Action buttons:
How about personalizing each call to action button?
Personalizing call to action button could hook the attention of the prospect.
Find the below example of a personalized CTA email:
Here you can see how the marketer has designed the CTA with the message ‘roll that tape, Hanna.’ The red color button would surely attract the recipient’s attention.
5. Including more relevant and useful information:
Hyper-personalization helps you understand the depth of content a customer would like. For example, many B2B customers like the statistics that support the content in the email and give validity to a product, service, tactics, etc.
You could segment such customers based on their preferences.
Also, align the statistical information with email content to develop the right marketing content mix. Find the below example:
Here you can see how the marketer has smartly added the statement,” 94% of guests recommend,” “4.5 out of 5 Hotwire guest rating.”
Customers want the proof before finalizing any service, and this information in numbers increases the credibility of the brand.
6. Re-activating the customers gone to hibernation:
It has been observed that many customers actively purchase items for a few months before going into long hibernation. There could be many personal reasons for this, but as a marketer, you have to be in touch with these customers for when they are ready to return.
Wake them up with some interesting hyper-personalized emails!!!!!
Showcase some of the lush products that you have to offer. Check the below example:
The brand has successfully promoted its leopard print skirt, striped shirt, and other accessories to attract customers. It squeezed out the information that the customer has purchased and crafted an email where one could see the related products. These types of emails help to pull customers back in who have become dormant for some months. The creative emails with the right products are the right bait for them.
7. Hyper-personalization to target offers:
Offers are also one of the best ways to attract customers, but do all offers attract all customers?
Not really. If the customer does not have an interest in that product or service, they will not give it a second look even if the offer is too tempting.
You should have the right strategy in place, and do not provide generic discounts to all customers. For example, an online product retailer company that offers various products for pets, started offering different discounts for different customers. As per the strategy they need to generate more revenue, so they approached the customers who had fewer chances of purchasing with substantial discounts, while approaching with less discounts who had more chances of purchasing. This way, they could pull both the sets of customers and increase revenue.
Hyper-personalization is the next-generation email marketing strategy. It would make the marketing approach more result-oriented by targeting only the right prospects, thus saving precious time and effort for email marketers.
As a marketer, you should know the right technique and include the latest approaches to yield the best business results. The above blog has some of the improvised hyper-personalization tactics that would facilitate an increase in the impact of email marketing.
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