Email marketing has proven to be one of the most effective methods of addressing customers directly and on a personal level. But amidst the flood of emails, emails can easily be overlooked. The solution: hyper-personalization in email marketing. These are ultra-personal emails that are perfectly tailored to the unique needs and wishes of the recipient.
More precisely, hyper-personalization is the use of data and artificial intelligence, Automation and Analytics, to create highly personalized and targeted customer experiences.
Eleni, Performance Marketing
Through the use of hyper-personalization in email marketing, content, sending times and targeting can be adapted to reflect the individual needs and interests of each recipient.
Target group segmentation
The right segmentation is important in order to reach the right customer groups with suitable content. Target groups for sending emails are often segmented by default according to criteria such as age, industry or persona. Within these segments, however, the recipients still have different requirements and show individual response behavior to emails. With hyper-personalization, such individual requirements can be identified and incorporated into the segmentation. Micro-segments are created. These can be based on specific behavioral patterns, interests or reading habits, for example.
Personalized content
Relevant content is one of the most important things in email marketing. By using hyper-personalization in email marketing, content, from the subject line to the call-to-action, can be individually adapted to the target group. Many marketing automation and e-marketing tools, such as HubSpot, offer the option of using so-called smart content modules in emails. These are modules within an email that are displayed to recipients individually and dynamically based on certain properties or interactions.
Automation and shipping times
The right moment for the perfect message
By combining existing recipient data with artificial intelligence, each message can be sent exactly when the individual recipient is sitting in front of the computer. In addition, email automation makes it possible to react promptly based on recipient actions. These so-called "trigger emails" are very effective as they reach the contact when they are active. Automation can also help to further qualify contacts with email content - without any manual work.
Conclusion
There are measurable benefits to using hyper-personalization in email marketing!
Companies that use hyper-personalization in email marketing achieve higher open and click rates, which increases conversions and ROI. With modern analysis tools, marketers can monitor campaign performance in real time and use A/B tests for strategy optimization. In this way, content and targeting are continuously improved based on facts.
