Blog post By Paula Chiocchi on 2019-01-30
This past decade, we’ve seen the rise of personalization as marketers strive to create more relevant content and target customers and prospects with greater precision. Fast forward to today and there have been some exciting new developments in this area: it turns out, by combining artificial intelligence (AI) with real-time data, we can now take email personalization to a whole new level: hyper-personalization.
Where personalization can improve email communication based on a customer’s name, gender or location, hyper-personalization can incorporate a customer’s purchasing history, browsing behavior, abandoned carts and other real-time data from multiple touch points to optimize messages for improved results.
A new report by Ascend2 provides more insight into the benefits of hyper-personalization. My top takeaways for email marketers include:
The days of “shot gunning” messages – and sending irrelevant offers to customers and prospects – are nearing an end (if not dead already). Advanced technologies combining behavioral data with AI will show marketers with a certain probability whether a prospect will perform a desired action or not. As a result, marketers will soon no longer compete on, say, price or features, but instead on whether they can make the buyer’s experience as relevant and personal as possible through timely, hyper-personalized offers.
For marketers, the future is now: we all have to start thinking very seriously about applying hyper-personalization – whether to email or other marketing channels. Our customers are demanding more from us, from understanding how and when to best communicate with them, to knowing exactly what to say based on real-time data insights. To put it simply, we need to address their demands or face the risk of lost business.
How far have you taken your hyper-personalization strategies?
Outward Media’s accurate, targeted email data can enable you to achieve better email marketing ROI by targeting your best prospects – including top-level executives -- and, ultimately, converting more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.