Remember the “Spotify Wrapped” campaign for 2021?

Source

That’s a classic example of a hyper-personalised marketing campaign. It considers the user’s year-round activity and then targets them with content curated exclusively for them.

You can apply the same tactics to email marketing too. Often, marketers feel that this is a heavy investment and shy away from it. However, that’s not true.

With this article, we will attempt to bust this myth and discuss how easily you can implement hyper-personalised email marketing.

So, let’s get started.

First of all, we shall focus on data collection techniques and then move on to how to use them in your email strategy.

Collection of Data

Your ESP is already equipped with basic personalization features. If you want to go beyond those parameters, you must use third-party tools for elaborate data collection.

To start with, figure out the additional relevant data for your business and what you will need from the third-party software. Also, define the challenges of your existing tools and the end goal that you wish to achieve. Research well, and then choose the tools that go well with your existing software. It is advisable to pick a tool with pre-built integrations to employ your hyper-personalisation strategy without investing much time and resources.

Reach out to your ESP’s account managers, web hosting providers, and team members to help you with the data collection and third-party integrations.

Here are some data collection ideas to get you started:

• Social listening tools
  Use platforms like Hootsuite and Buffer to understand your customer’s preferences and how they perceive your brand.
• Sentiment analysis platforms
  With a CRM tool like Salesforce, you will get access to Salesforce Einstein. This feature helps understand the emotion in text-based conversations. IBM Watson, MonkeyLearn, and RapidMiner are other such tools.
• Website and mobile application analytics
  Understanding how your website visitors and app users engage with your content is crucial. That’s where website and mobile app analytics come into the picture. Google Analytics and Hotjar will allow you to track the website activity, while Mxpanel and Countly will help you get subscriber data through mobile applications.
• Detailed sign-up forms
  Take a look at this long sign-up form by Formaggio Kitchen.

Now, if someone makes the effort to fill up this detailed form, you can be sure that they are genuinely interested in hearing from you. Create different segments based on the customer’s preferences and send out hyper-personalised emails targeting them.

Interactive Emails
You can use interactive emails with quizzes to understand your customers’ needs. Based on the insights gathered from these emails, you can hyper-personalise your future emails. Alternatively, you can use the welcome email series to ask for more information from the subscriber.

See how Office has asked for the subscriber’s birthday in one of the welcome emails.

They can plan a birthday email campaign for the users who have provided this information.

Dynamic Content

You can send out different emails to different subscribers by using dynamic content. These emails will have content blocks that change content and images according to the subscriber’s gender, location, demographic data, needs, and interests.
Check this email that sends a different visual and CTA button to their male and female subscribers.

The same tactic applies to personalised product recommendation emails that can help to reinvent new conversion opportunities.

You can send three types of emails in this category:

• Best-sellers
  Showcase the most popular products that are frequently purchased by your customers. Such emails build trust with customers
• New arrivals
  eCommerce stores that consistently keep adding new products to their store can benefit immensely from this type of email. Email marketers can add dynamic blocks and display new products added to their websites.
• “Frequently bought together”…
  These emails can cross-sell relevant products according to the user’s browsing and purchase history. It will help boost the total order value by enticing users to add more items to their cart.

Predictive Analytics

Predictive analytics is an Artificial Intelligence tool that works as an expert astrologer who lets you know what kind of emails will work the best for your customers. CRM tools like Marketo and Salesforce offer this functionality and share detailed insights into customer behaviour.

• Level of Purchase Intent

You will be able to ensure a better conversion rate if you know about the prospect’s purchase intent. Pay special attention to the users with low purchase intent. Send more frequent emails with personalised offers and attractive incentives. Contrary to that, simple promotional emails would work for prospects with high intent.

• Predicted Date of Next Purchase

With the help of advanced AI features, it is possible to predict the next purchase date. Marketers can use this information to set automated workflows and send triggered emails to the users at the right time.

Send-time optimization is also an essential element of email hyper-personalization. eCommerce stores use the same principle in stock replenishment emails automatically deployed after a couple of months of the previous purchase.

• Risk of Churn

  Create win-back email campaigns for users who are likely to get disengaged and dormant leads. By doing so, you can reduce the risk of churn and maintain a healthy email list.

• Predicted Lifetime Value

  The tool will assess the user’s purchase frequency, predicted date of next order, and history of past purchases. Accordingly, it will predict the lifetime value of the customer. Subsequently, you can invite them to be a part of your loyalty program. Let’s consider an example to understand how this strategy works. Suppose a user is predicted to spend $200 while another is keen to purchase items worth $750. You can consider sending marketing emails without any incentives and prioritise your profit for the latter. On the other hand, you will need incentives to convert the former.

Data on Brand Engagement

Like Spotify’s year-end campaign, you can send “Your year in review” emails to boost subscriber engagement. You can also send anniversary emails to customers and let them know how they have used your products or services. This tactic works well for non-profit organisations. They can inform users about the donations they received throughout the year, the causes people contributed to, and the number of people they influenced. Such emails will make the customers feel like they are an important part of your business and prompt them to keep contributing.

Here’s an example by Eventbrite that demonstrates this tactic

Wrapping Up

Email hyper-personalisation differs from traditional personalisation in several ways. Personalisation considers basic tactics like addressing the user with the first name and targeting them based on their gender and location. Hyper-personalisation is a lot more comprehensive than this.

Here’s a diagram that perfectly recapitulates the hyper-personalisation strategy.

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Kevin George

Kevin George is Head of Marketing at Email Uplers, one of the fastest growing custom email design and coding companies, and specializes in crafting professional email templates, PSD to HTML email conversion and free responsive HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, and jazz, and he eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.

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