Hyper-personalization in email marketing is the process of designing an email campaign to meet every recipient’s individual requirements, on an advanced personalized level.
Usually, (depending on your business) with the aid of a few technologies, such as:
- Big Data – the collection, analysis, and management of large datasets that aid your personalization efforts;
- Business Intelligence (BI) – allows you to have accurate predictions of the return on investment (ROI) of your email marketing campaigns;
- Machine Learning (ML) – uses predictive analytics and algorithms to analyze the retrieved data, learn from those insights, and decide what resonates best with a specific individual customer;
- Artificial Intelligence (AI) – enables marketers and sales teams to engage with every individual customer in a more meaningful manner.
Being an upgrade to personalization, hyper-personalization is based on the same 3 main steps: data collection, data analysis, and data application.
This leads to delivering better customer experiences (89%), increasing loyalty (61%), and generating measurable lift/ ROI (59%).
