Email Hyper-Personalization: Advanced Marketing Techniques to Up Your Game
Email has reigned supreme in digital marketing because it is an owned channel that allows you to send personalized communications. It is a permission-based platform through which you can send relevant emails based on the subscriber’s interests and preferences. Through this article, we will discuss how you can send hyper-personalized emails to your subscribers and boost your business growth.
Email personalization has been around for a while now. Before a couple of years ago, email personalization was synonymous with addressing the user with the first name. Now, it has advanced to sending customized messages considering the customer’s past purchases, frequency of purchase, and many other relevant parameters.
Let’s dive deeper into how you can send out hyper-personalized emails campaigns that will help you drive a higher conversion rate and better business profitability.
1. Collect Data with the Help of Third-Party Tools
Third-party tools work better in collecting data and facilitating advanced personalization. To start with, you must know what kind of data you will need. Also, try to determine the challenges you are experiencing with the current tool and what do you expect from the new software.
Research well and check whether the new tool is compatible with your existing software programs. Go for the tools that have pre-built integrations so that you do not have to spend too much time on the technicalities.
It is advisable to reach out to the account managers of your ESP and expert professionals to guide you in the right way.
Here are a couple of data collection ideas you can use:
- Social listening tools like Hootsuite can let you know how your customers perceive your brand.
- Website analytics tools like Google Analytics and Hotjar help you track visitors and their engagement with your content.
- If you are using advanced CRM tools like Salesforce, you will be able to identify the feeling in text-based conversations through Salesforce Einstein. IBM Watson, RapidMinor, and MonkeyLearn are other tools in the same category.
- Clearbit and LiveRamp are data management platforms that help collect data from your first-party digital domains, partner domains, and third-party tools. Then, you can filter out this data and integrate it into the email platform.
- Businesses with active mobile applications can use tools like Mxpanel and Countly to get subscriber information from mobile apps.
- Build longer sign-up forms and include fields that will support your segmentation efforts. For instance: If you are in the real estate sector, it is a good idea to ask the subscribers the property type they are looking for, the area of their preference, and their budget.
- Alternatively, you can send out interactive emails with a questionnaire to get more information about the user.
- You can even redirect the users to a preference center to let them set the preferences and maintain a proper email cadence.
2. Take the Help of Dynamic Content in Emails
You can add dynamic content in emails by using blocks that change the text and images according to the subscriber’s details like location, demographics, and interests.
Take a look at this screenshot to understand how you can send different emails to your male and female subscribers. Isn’t it amazing how dynamic content works?
Besides, you can even send out dynamic product recommendations to your subscribers, as discussed below:
Frequently bought together
It is possible to cross-sell related products in sync with the customer’s purchase history. Consequently, it will increase your average order value by enticing the customers to purchase more items from you.
New products on the store/shelves
Almost all ecommerce stores add new products to their store and shelves regularly. Marketers can use dynamic blocks to send out new arrivals added to their store.
3. Harness the Power of Predictive Analytics
Predictive analytics work as a birth chart for emails. They can be used to determine what kind of emails bring the best results for you.
Level of purchase intent
This metric will inform you how likely a user is to make a purchase. Accordingly, you can set the email frequency and optimize the copy. Pay special attention to the users with low purchase intent and try to win them with personalized offers and discounts. Contrarily, automated promotional emails would work for subscribers with high purchase intent.
Predicted date of next purchase
Some robust ESPs will enable you to correlate the customer’s shopping pattern and predict the next purchase date. Accordingly, you can send triggered emails with relevant product recommendations. This principle is used in stock replenishment emails automatically deployed at regular intervals following the previous purchase.
Risk of churn
As per the engagement rate, you can send out re-engagement emails to the inactive subscribers or users who are most likely to go dormant. You can incentivize them with attractive offers so that they take action and purchase from you once again.
An effective way to hyper-personalize your emails is to employ loyalty programs and send VIP offers. Evaluate the purchase frequency of the buyers, their predicted date of next order, and the kind of products purchased in the past.
You can use these insights to promote your loyalty programs or referral strategy to the users. It will also let you plan your lead nurturing campaigns. If the tool predicts that the user is likely to spend $100, you would need to incentivize them for conversion.
4. Utilize the Data on Brand Engagement
Remember the 2021 wrapped campaign by Spotify? It garnered enormous attention from the masses. That’s the power of using customer data in marketing communications. Use “Your year in review” emails to inform users how they have used your services and how often they have purchased from you.
See how Spotify has used customer data to send a personalized email to share the ‘year that was’.
Personalization has grown to be persona-zation, which means that you customize emails for every segment of your customer base. It goes a lot beyond first name personalization in the subject lines and “Hey first_name”. If you have not yet scaled your email personalization tactics, now is a right time to start investing in them.