The perfect email campaign is designed to target each user as an individual — a phenomenon not realized, even if sought after. This is “hyper-personalization” at work. This advertising product is built by email-based advertisers from a mixture of the user’s history as well as by more general user data. These data are essential to “hooking” the user and capturing their attention.
Using micro-based apps set into emails, the advertiser has a much better chance of securing user and recipient interest. All of this helps to customize content, thereby allowing users to feel engaged from the moment they receive promotional emails.
- Personalization is the key to earning reader loyalty. You must have great content and key timing.
- Creating hyper personalization requires little bits of data on past behaviors.
- An idea to create this is building an app in email. This is easier and less expensive for the content creator.
“My go-to example of great, relevant email marketing is Bandsintown (disclosure: client), a service that helps users track tours of their favorite bands and music artists.”