Curatti

Hyper-personalised Email Strategies to Improve Conversions

  • Kevin George

    • 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:

    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:

    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.

    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.

    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.

    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.

    Sign Up For Our Mailing List

    If you’d like to receive more in-depth articles, videos, and Infographics in your inbox, please sign up below.

    Featured image: Copyright: ‘https://www.123rf.com/profile_hasloo‘ / 123RF Stock Photo

    The following two tabs change content below.

    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.