Hyper-personalisation: The key to next-generation e-mail marketing

Customers today expect so much more than a boring newsletter – content that is not only relevant, but also answers their current needs. Content that can even predict their needs. And that’s exactly what hyper-personalization delivers. A new standard in e-mail marketing that uses data, artificial intelligence and automation to deliver perfectly timed messages to each individual customer.

Personalisation vs Hyper-personalisation: What’s the difference? 

Traditional personalisation divides the audience into broader segments based on basic information such as age, gender or location. Newsletters are then personalized to the entire selected segment in the same way – for example, by making general product recommendations for a given gender. 

On the contrary, the goal of hyper-personalisation is to create detailed customer profiles and understand each customer’s individual preferences. To do this, extensive historical and real-time data is used, such as browsing and purchase history, current location, social media interactions or even the current weather. Thanks to advanced analytics and artificial intelligence, you are therefore able to offer a highly personalised newsletter for each recipient.

Why is hyper-personalisation worth the effort?

• Better understanding of customers – Hyper-personalisation requires the collection and analysis of large amounts of data, allowing for a deeper understanding of customer preferences, interests and behaviours.
• More precise targeting – Instead of broad segments, hyper-personalisation allows you to reach customers on an individual level and offer content that is truly relevant to their needs.
• Better customer experience – Newsletters that match the recipient’s real interests and needs are perceived as useful and are less likely to be ignored or marked as spam.
• Higher engagement and conversions – Content tailored to the specific user leads to higher open, click-through and purchase rates.
• Ability to anticipate customer needs – With AI and advanced analytics, businesses can predict what customers are likely to need and offer relevant products or services at the right time.

How to do it? 

Collect data – use not only basic customer data, but also information about their web and social media behaviour and purchase history. Integrate and leverage CDP platforms.

Analyse data with AI – analyse the data collected and use AI models to identify behavioural patterns. Advanced tools already have this functionality built right in.

Dynamic content – link your tools to customer data and tailor e-mail content to individual recipients in real time. On the web, you can in turn show customers hyper-personalized pop-ups with discounts or product recommendations.

Campaign automation – be sure to automate your campaigns so they reach recipients at the right time. Remind them of an abandoned cart or recommend accessories for items from their last purchase.

Hyperpersonalisation in practice: What does it look like?

Recommending alternative products

Our client SANITINO wanted to increase sales of its private label kielle. Thanks to the Mailocator platform, we set up pop-ups that automatically recommend alternative kielle products. By using a data feed, we can see current prices, stock levels and real potential savings in real time.

Personalised discounts based on purchase history

For our client Emco, we used personalised pop-ups in Powerpop to encourage repeat purchases. We created a segment of customers based on their purchasing behavior, including those who had purchased in the past but stopped for some reason. The goal was to reactivate these customers and motivate them to continue buying. Therefore, we offered them a personalized discount that was only displayed to this specific segment. In this way, we effectively encouraged repeat purchases and further engaged with these customers, for example, through retargeting on social media.

Display dynamic content based on weather

E-shops selling fashion or outdoor gear can use weather data to personalise offers. For example, a customer in an area where it’s supposed to rain can get recommendations for waterproof jackets or boots. Conversely, in areas with warmer weather, summer collections or sunglasses can be promoted.

Using weather data and the user’s location, you can display a banner based on the weather in their location. Source: https://www.dynamicyield.com/

Dynamic product recommendations

Recommend relevant products to your recipients based on their shopping behaviour, products in their basket, or use specialised data analysis tools to predict which products they might be interested in.

In this abandoned cart reminder email, recipients can get recommendations for very similar products under a certain amount. Source: https://www.dynamicyield.com/

Netflix will dynamically recommend a new movie or series in an e-mail based on what you’ve already seen. Source: Netflix

Loyalty programmes

Send hyper-personalized e-mails to your loyalty program members with their loyalty points status updated in real time. These e-mails can also include offers to redeem them – for example, recommendations of products they can purchase with the points they’ve earned. By analysing behaviour and browsing and order history, you can tailor these offers to each individual customer. 

This is how McDonald’s handles loyalty program newsletters. In addition to the current number of loyalty points, they also clearly show exactly what the customer can buy with them. Source: Reallygoodemails.com

Companies that can leverage data, AI and automation to create hyper-personalized experiences will not only get higher engagement and conversions, but more importantly, loyal customers.

Don’t get left behind. Harness the power of hyper-personalization and take your campaigns to the next level! Contact us and together we’ll find the best solution for your e-mail marketing.

Let Loyaltiq be your guide