You are probably reading this article right now because of your search for new ways to improve your marketing strategy. Personalization helps enhance client connections, according to 98% of marketers, with 74% believing it has a “strong” or “extreme” influence. Only 22% of customers, on the other hand, are pleased with the amount of personalization provided by brands.
The days of putting the first name in the subject line of an email are long gone; it’s just not sufficient nowadays. Instead, consumers today want a higher degree of customization, with communication and marketing methods suited to their own tastes. We’ll look at hyper-personalization in this post. These tips are a boiled-down version of my understanding as an email marketing specialist, so they will benefit all readers equally. Let’s begin.
What Is Hyper-personalization
Hyper-personalization is a type of personalization that goes way beyond the scope of normal personalization. While personalization entails a thorough knowledge and use of consumer personas, data, and analytics, hyper-personalization makes use of real-time data and artificial intelligence to create even more personalized buyer experiences. These personalized experiences may be used to bring up relevant material, goods, or services depending on current buyer behavior.
5 Ways That Advertisers May Leverage To Implement Hyper-personalization In Their Campaigns
Advertisers and marketers must examine the following five major elements in their strategy:
#1 Obtaining Information
Because your email customization is only as good as the quality of your data, the first step is to acquire the correct sort of data. Acquire data based on their demographics, location, interests, gender, age, profession, marital status, and so on.
The more data you gather, the more classification you can use and the more tailored your offerings may become. This also guarantees that the proper eyes see them, which means that these folks are far more inclined to buy.
#2 Creating A Unique Proposal
Nearly 79% of customers are more inclined to respond to a brand’s offer if it is linked to their prior contacts with the company. Therefore, it’s a smart idea to start with some basic customization — age or gender — and then gradually add more categories depending on who buys specific items frequently or when they buy them.
Start delivering hyper-personalized communications, customized to their prior purchase habits.
#3 Understanding The Perfect Time
Deciding the send times based on individual email consumption habits or for an entire segment is the future. This enables smarter prioritization, and will help you send the messages at the ‘perfect time’ for your entire mailing list.
You may utilize predictive analytics to assist you in better deciding the best times to deliver certain messages and generate desired reactions, in addition to employing an automated marketing team or platform.
#4 Leveraging Variety Of Networks
When you combine a large quantity of consumer data with multichannel marketing, you can go even farther with hyper customization by allowing you to build one-to-one connections with consumers. Email, website, social media, and CRM data all allow you to customize and personalize their experience to their liking.
#5 Understanding Buyer’s Journey
Hyper-personalization aims to create wiser and better customer encounters, transforming what may appear to be broken or disconnected connections into more wholesome and brand-focused interactions.
Identify platforms where you know your audience spends time and start generating content, and offers that help draw customers into your ecosystem to enhance your customer journeys. Remarketing efforts, for example, may be effective, but they must be used wisely. Based on previous experiences with your brand, create a list of reasonable next steps for customers.
2 Examples Of Hyper-personalization
The essential aspect of hyper customization is acquiring data and applying it to provide a positive client experience. An example is the most effective approach to demonstrate how to apply a marketing plan.
Here are the two most well-known instances:
Amazon’s recommendation engine is responsible for over 35% of conversions because it creates unique, hyper-personalized experiences for each customer. This personalized email was sent to the user who was looking for vases but did not buy any:
While many “normally” customized emails include the recipient’s name, this one goes much farther, as Amazon has access to a large quantity of data, including name in full, query for search, the average amount of time spent searching, history of previous purchases, brand loyalty, habits of browsing by category, dates of a previous purchase, the average amount spent and many more.
Amazon can construct a user profile and produce a very relevant email using all of this data.
Netflix employs a predictive analytics-based system that provides pictures and material depending on user activity to provide unique thumbnails for each show. Netflix users who establish profiles with a shared account get better, more customized, and targeted suggestions. It not only keeps viewers interested but also helps them increase their sales.
Another intriguing feature of Netflix’s hyper-personalized suggestions is its ability to differentiate between users and isolate their preferences. So, if you favor Drama and your friend prefers Comedy, neither of you will be able to recognize the other’s choice unless you blow the lid off yourself.
Netflix’s AI-assisted hyper-personalization recommendation engine saves the business $1 billion each year, according to officials.
Furthermore, Netflix was able to safely spend a large sum of $6 billion each year on new material in the future because they were certain that their viewers would consume enough content over time to give them a solid return on investment.
5 Tips to Consider When Developing Your Hyper-Personalization Strategy
You’ll need some time to process the data and develop a new customization strategy. Here are a few ideas in case you’re looking for some motivation:
- Try to discover as much as you can about your target audience. This includes not just their emails and other essential information but also their personal hobbies. The more you know about your audience, the better you’ll be able to convey your unique perspective to them. As a result, you’ll be able to fine-tune your marketing funnel and generate a detailed customer journey map.
- Deep learning enables precise enrichment, and lead enrichment allows for accurate targeting.
- Never overlook lead scoring; it will save your customer service representative’s time and effort while also directing them in the correct path.
- If you can set up automatic lead routing, that’s ideal. In this manner, the most promising leads are delivered directly to the salesperson assigned to them.
- A clever happy customer identification system may help you identify your brand’s biggest fans and ask them to join loyalty or affiliate programs.
Customers are increasingly expecting personalized experiences and carefully curated offerings. Thus, hyper-personalization is the next significant step in the evolution of digital marketing. Simply assess your existing customization efforts, examine the data that isn’t being used, and identify data collection opportunities. You don’t need to be an email marketing specialist yourself to provide hyper-personalized journeys to your consumers, but you will surely become one during the process.
Author: Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.