As an email marketer, it’s literally your job to promote clients’ businesses with marketing email. However, the challenge is to make your message stand out in a sea of promotional emails in recipients’ inboxes. Hyper-personalization is the cornerstone of a tailored email marketing strategy where every correspondence explicitly meets the recipient’s preferences, needs, and expectations.
While this idea is hardly new, the technology to implement hyper-personalization strategies at a mass level is finally accessible. In this article, we will explore the fundamentals of this innovative technique, what differentiates it from traditional email personalization, and how you can hyper-personalize your emails.
What is Hyper-personalization in Email Marketing?
Hyper-personalization is an advanced form of email personalization using artificial intelligence, machine learning, and data analytics to review customer data in real time and deliver personalized content to every subscriber. For example, Amazon has access to a vast customer database with valuable information such as products viewed, purchased, added to the cart, on the wishlist, saved for later, search filters, and a lot more.
Their product recommendation engine uses this information to predict the kind of products a subscriber would prefer. If a person has previously searched for a particular product, they will find emails with similar products in their inbox. These recommendations will be unique to the users. Therefore, at an email marketing scale, hyper-personalization is impossible without the help of AI.
Traditional Personalization vs Hyper-personalization
The primary difference between hyper-personalization and the traditional one is the way the process works. Regular email personalization strategies involve segmenting the audience based on broad categories like age, location, gender, etc. On the other hand, hyper-personalization strategies include collecting historical customer engagement data such as purchase history, browsing patterns, and social media interactions.
A typical example is adding the person’s first or last name in the email body (a simple personalized subject line). Hyper-personalization techniques take this to the next level by processing the customer journey and using subscriber data to create accurate profiles. This helps sellers synchronize their emailing schedule with the customer’s routine.
Moreover, while personalized email campaigns show ads based on a customer’s past purchases or what other people are currently buying, hyper-personalization uses additional data like the customer’s height, weight, shopping time, and preferred payment method to deliver dynamic content.
| Traditional personalization | Hyper-personalization |
| Utilizes customer data to gain basic insights such as age, gender, and location. | Utilizes advanced user behavior like purchase history, buying habits, and browsing data to understand customers in more detail. |
| Delivers basic product recommendations. | Delivers personalized recommendations based on customer’s likes, interests, and preferences. |
| Segments subscribers into broad demographic categories. | Can be used to address customers individually based on their likes and interests. |
| Can recommend products based on customers’ buying histories. | Can be used to predict future behavior based on needs and interests. |
Key Benefits of Hyper-personalization
Personalized emails help increase the engagement and conversion rates of email marketing campaigns. Hyper-personalization takes performance to the next level by improving ROI and delivering more consistent results.
Understanding Customers Better
To create a hyper-personalized email marketing campaign, you need to gather vast amounts of data to generate an accurate customer profile. This will help you better understand customers’ likes, interests, and demands.
Targeting Customers Better
Email marketers can use this data to generate personalized subject lines and send accurate product recommendations at the right time. Marketers can create specifically tailored content that caters to customers’ interests.
Higher Chance of Success
Since hyper-personalization delivers the right message, customers are more likely to interact with your emails. This improves email deliverability metrics, including open and click-through rates, engagement, and conversion rates.
Improved Customer Experience
As customers receive tailored content, they are less likely to mark your emails as spam. By sending relevant content, you establish your brand reputation and improve the overall user experience.
Predicting Customer Behavior
A modern email marketing platform like Email Industries utilizes AI and Machine Learning to provide customers with personalized communication. You can also use an email marketing tool to predict the right time for sending messages.
Hyper-personalized Email Examples
There are several types of hyper-personalized emails. Let’s walk you through five common examples:
Customized Offers
Hyper-personalization helps you create customer-specific offers based on browsing history, purchase habits, location, etc. So, people who have recently shown an interest in shoes or wallets can be sent offers on shoes or wallets, respectively.
Product Recommendations
Marketers can use the accumulated subscriber data to recommend products befitting user preferences. Hyper-personalization allows you to create a curated list of times when customers are more likely to purchase.
Birthday Emails
Brands can leverage hyper-personalization to target customers on their birthdays, anniversaries, or other special occasions with exclusive discounts and offers. You can send targeted emails promoting products your customers will more likely enjoy.
Loyalty Programs
Brands can also lend a personal touch to their marketing efforts by creating personalized loyalty programs based on customers’ interests and preferences. You can customize the rules of redemption based on the customer’s purchase history and loyalty.
Dynamic Content
Dynamic email is quite effective in targeting customers in real-time. Hyper-personalization campaigns can help you reach customers at strategic moments, such as cart abandonment or post-purchase updates.
Elevate Your Hyper-personalization Strategies with Expert Guidance
Hyper-personalization represents the pinnacle of modern email marketing, offering unparalleled opportunities to engage and convert your audience. By leveraging advanced technologies like AI and machine learning, hyper-personalization goes beyond traditional personalization methods, delivering highly targeted and relevant content that resonates with each recipient’s unique preferences and behaviors.
Ready to elevate your email marketing game? Check out Email Industries’ hyper-personalization strategies and supercharge your email campaign. Transform your email marketing with AI-driven insights and personalized content tailored to each subscriber’s unique preferences. Book a discovery call today to learn how our experts can improve your email deliverability, engagement, and conversion rates.
Founder and CEO of Email Industries