The key to a successful end of year email campaign is hyper-personalization. But what does that mean?

Hyper-personalization is when you customize content beyond just segment-level information, and tailor it based on customer-specific data. In today’s communication-saturated environment, it’s how you make any content you’re sharing with customers stand out and keep their attention.

The best way to understand hyper-personalization is to contrast it with superficial personalization, the type we see happening everywhere.

For example, when you see an email that goes

“Hi [your name],

I see you work at [company name]. In [industry], we see a lot of customers use [list of features],”

you’re probably not impressed. That’s because you know that they’ve blasted this same email (minus the name) to many others. While there may be a tid-bit or two that you find useful, you’re more likely to hit delete.

And hitting delete is exactly what your customers are doing too.

But how much more impactful is an email that says,

“Hi [your name],

Your team at [company name] has been using [top feature] a lot and been seeing [ROI value] from it.

Based on your goal of [business outcome], we recommend also using [specific feature].

Happy to [specific next step] to help your team.”

Hyper-personalization, it does the customer good.

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Get the playbook on creating an end of year email, with step-by-step breakdown.