The consumers today are not only well informed, but also have a smart buying approach. Instead of putting their trust solely on brands, they actively research and make their buying decisions through extensive feedback, reviews and user-generated content. According to a study done by Google, in the past 2 years there has been an 80% increase in the ‘best’ search phrases on mobile devices. Hence, it becomes imperative for e-commerce businesses to understand the consumer behavior. So how do you make your business get noticed?

By targeting your customers through hyper-personalized email marketing.

You have heard about email marketing personalization, but what’s this hyper-personalization all about?

Personalization includes the basic personal information of the customer such as name, organization, purchase and transaction history etc. While hyper-personalization goes a little ahead and makes use of the buying behavior and real time data to create highly relevant content for the user.

So how to extract the best out of hyper-personalization? Do you know there are different types of e-commerce emails to help you do that? Let’s look at them in detail.

 

The welcome email

Welcome emails help you make a good first impression by greeting and thanking the customers for signing up while giving them an overview of your e-commerce business. It drives three times more revenue than any other mail campaign.

Banana Republic Welcome Email

 

The curated email

People love everything curated because it gives them the option to choose from the best. Additionally, as an e-commerce business it allows you to segment your customer based on their interests. Hence, sending curated mails of your best selling or popular products can certainly trigger your sales.

Jeni's Curated Email

The engagement email

An average employee receives approximately 122 emails per day. Hence, in order to increase your visibility, it is important to draw the customer’s attention through relevant engagement emails. It can be done by incorporating tactics like free shipping, free product trials etc.

Brooklinen Engagement Email

Source: Really Good Emails

 

The referral email

If you wish to increase your leads, going the way of referral marketing is the key. In fact, a survey done by Ogilvy says that word-of-mouth promotion influences the purchasing decision of 74% of consumers. So go on, ask your customers to refer you. Do it in a fun way or even better, give your customers incentives for referring.

Ibotta Referral EmailSource: Really Good Emails

 

The discount email

According to VWO, 72% of customers can be retargeted through discounts. However, make sure your revenues don’t suffer while doing the same. A pro tip here is to send discount emails to customers who are already interested and engaged with your promotional campaigns.

Old Navy Discount Email

The cart abandonment email

A survey by 3dcart says 74% of customers abandon their shopping carts. They get distracted or have second thoughts because of high pricing, complicated check out process etc. This is when cart abandonment emails come handy. An enticing subject line, images of the abandoned products and a powerful call-to-action – that’s all you need to ace your cart abandonment email.

Jack Wills Cart Abandonment Email

Source: Really Good Emails

Now, since you know everything about the variety of e-commerce emails, you can include various hyper-personalization strategies to make these emails more attractive and alluring for your customers. Wondering why is it so important? Here's a quick sneak peek about it.

  • It helps you have an impact over customer with a content created solely keeping their interests and preferences in mind. In fact, according to Econsultancy, targeted personalization enhances consumer engagement by 74%.
  • Extremely personalized and relevant content enhances the open and click-through rate of your promotional emails. In fact, click-through rates improve by 14% through proper personalization techniques.
  • It helps you send the right content to the right person at the right time. This in turn works wonders for instant customer gratification, which is the reason 94% of marketers take personalization as an extremely important e-commerce strategy.

On the whole, hyper-personalization can give your sales a major boost. However, to maintain the relevancy of the personalized emails you send, segmenting your customer base is important.  Here's an in-depth look at it.

Demography

The first criterion of email marketing segmentation is collecting demographical data during the sign-up process. A lot can be understood about the subscribers through their age, gender, company and income.

Geographical location

Geographical segmentation can be of great help for e-commerce businesses where location greatly influences the purchasing decisions. It can be done by sending time based emails, location focused content  etc.

Purchase history

By keeping track of the purchasing history of a customer, you can segment and send personalized emails recommending items or products similar to their previous purchases.

Spending capacity

The amount spent by a customer can tell a lot about their spending capacity. It would make you understand the buying power of customers, thereby helping you send targeted emails regarding products lying in the price range of each customer.

Sales funnel position

Analysing the sales funnel position of your customer and sending them targeted emails accordingly can be a great way of segmentation. For instance, a new subscriber can be sent a series of welcome emails which introduces them to your products and services. Further, if they have been in touch with you for a while, you can send them product recommendation emails based on what they are interested in.

 By now you must have realised how proper segmenting can help you improve the effectiveness of your hyper-personalized emails. But, before we jump any further, do you know collecting customer data is a critical aspect of email personalization?  Let's see exactly how this works.

Sign-up forms

Ask your subscribers to fill in certain specific details other than name and email address in the sign-up form. You can try adding criteria like gender, interests, job positions, birthdays etc.

Integration

Work towards integrating your email personalization tool with your various e-commerce platforms such as CRM, accounts etc. This would help you extract additional information regarding your customer’s location, past purchases, status, and amount spent etc.

Preference centre data

Email preference centres allow the customers to set their preferences regarding the kind of promotional emails they want to receive and give you an insight about their genuine personal interests.

Behavioral website tracking

Another technique of understanding the preference and interests of customers is keeping a check on their e-commerce browsing history. You can easily collect these behavioural data through website tracking.

Third-party apps

Third-party apps generally have a lot of customer data stored. You can leverage it by integrating your e-commerce website with these apps.

 

Wrapping Up

To sum up, implementing hyper-personalization in your email marketing campaign is the best way to create a long-lasting relationship with your e-commerce prospects. So, if you haven’t already taken this plunge, it’s high time you get started with it. Happy Emailing!

 

authorGuest article by Kevin George.
Kevin, the Head of Marketing at EmailMonks – one of the fastest growing Email design and coding companies, specializes in crafting beautiful email templates, PSD to HTML email conversion and HTML free email templates. He loves gadgets, bikes, jazz, and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing tips at his blog.

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