Three Crucial Steps for Next-Level Hyper-Personalization

Hyper-personalization can allow brands to meaningfully engage customers resulting in appealing marketing, customer satisfaction and business upticks.

These days marketers no longer talk about personalization. Now “hyper-personalization” is the term of the times.

“When done effectively, hyper-personalized marketing can be a win-win for companies and consumers,” a Western Governors University blog post reported. “It allows brands to more meaningfully engage customers, build new relationships, strengthen existing ones and improve the customer experience.

Recent research shows:

  • 86% of companies report seeing a measurable uptick in business results from hyper-personalization, according to Evergage, a Salesforce company.
  • 90% of consumers say they find personalized marketing appealing, according to a Deloitte report.
  • 78% said personalized content made them more likely to repurchase from a brand, according to a 2021 McKinsey report on personalization.

The following three strategies can help your organization take hyper-personalization to the next level:

1. Improve Hyper-Personalization by Making Full Use of First-Party Data

One great way brands can master hyper-personalization is to increase engagement levels with customers and prospects to fully leverage first-party data, said Ryan Turner, EcommerceIntelligence founder.

Table stakes here would be collecting the basics such as name, email address, phone number and other preferences around how someone wants to be communicated with, Turner said. However, this only opens up limited personalization opportunities.

“The leading brands in ecommerce and SaaS [software as a service] are using extremely advanced levels of personalization. This is made possible because of the granular data they’re collecting from customers and prospects at various stages of the buying cycle,” Turner explained. “For example, an ecommerce retailer selling jewelry could hyper-personalize their marketing and communications both pre-purchase and post-purchase by collecting valuable data from people such as gender, birthdate, jewelry color preferences (e.g., gold, silver, platinum) and style preferences (e.g., necklaces, earrings, anklets, etc.)” 

Turner said all of this information could be used to deliver hyper-personalized communications across various digital channels, particularly email marketing and short message service (SMS) channels. The data could be used to segment a database of customers or prospects, he explained.

This would provide the basis for hyper-personalized marketing campaigns for each segment. If a brand chooses to run a sitewide promotion, it can send a version just showing its best offers on gold necklaces for women to all of the women in the database who matched those preferences, Turner said. The brand can do the same for people who showed other preferences.

Related Article: Can You Have Your Privacy-Personalization Cake and Eat It, Too?

2. Use Purchase Behavior Segmentation to Advance Hyper-Personalization

Beyond segmentation based on demographic factors and color or style preferences, a brand can advance its hyper-personalization efforts by segmenting them on purchase behavior, said Aleksandra Korczynska, GetResponse chief marketing officer.

She recommended the following purchase behavior-based segments:

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