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Information previously provided by subscriber or collected by the company, such as first name and email address, for example. Hyper-personalization, on the other hand, goes far beyond demographics.It’s about using behavioral information to provide an even more customized experience for each user.It’s as if that email was written just for that person, based on their interests and needs. This can be done using different channels and tools, such as machine learning, geolocation, Big Data and even Artificial intelligence. Let’s look at two practical examples of emails sent by a fictitious sporting goods store. Here’s a possible personalized email: Hey, {First name}! All good? In the past you bought from our website.


We want to be part of your healthy lifestyle, so we’re offering a 15% discount south korea phone numbers on selected sports products. stores. Now an example of a hyper-personalized email: Hey, {First name}! All good? In the last few days you bought the {UltraAir 2000 Shoes}. What did you think of this product? We want to be your partner for a healthier life, that’s why we offer you a super gift: 15% discount on our entire line of {clothing for running and walking}. Which of these examples would make you feel like the email was sent just for you? While not a practice to abandon, including just the recipient’s first name is a basic personalization.


As the second example shows, it is possible to include more specific information (in this case, the last product purchased) so that the communication is even closer to your audience. Remember: by knowing your user well, you can offer experiences that make more sense to them. The issue of data privacy By using hyper-personalization we enter a sensitive field: personal data sharing. We live in a context of changes to guarantee the privacy of Internet users, and the data strategy of companies must follow this trend. Google, for example, should disable the third-party cookies in Chrome by 2024.