It might be the post pandemic blues or a fear of a global recession, but email response rates for routine B2B email cadences and outreach have dropped to an all time low over the past few months. There appears to be a remedy for this rapid decline, and that’s incorporating micro-targeting and hyper-personalization into your email outreach.
Deloitte suggests that ‘hyper-personalization is the most advanced way brands can tailor their marketing to individual customers’. Businesses can do this by creating custom and targeted experiences through the use of data, analytics, AI, and automation. Deloitte goes on to say that ‘through hyper-personalization, companies can send highly contextualized communications to specific customers at the right place and time, and through the right channel’. Make no doubt, as digital marketing becomes more competitive, hyper-personalized marketing provides the opportunity for organizations to meaningfully engage customers, deepen existing relationships and build new ones, and improve the customer experience. Implementing this type of strategy not only increases customer satisfaction but also drives brand loyalty, willingness to spend, and overall marketing effectiveness.’
When used properly, the combination of data and technology can disrupt the traditional means through which organizations interact with customers. ‘Data and technology is now enabling organizations to reach customers through targeted media with content that is relevant and uniquely tailored to them, according to Deloitte.
Well-executed hyper-personalization can deliver the return on investment on marketing spend, and lift sales by 10% or more. 8X the return on investment, according to the Harvard Business Review. “How Marketers Can Personalize at Scale”
- According to a HubSpot research study from 2020, the most effective strategies for email marketing campaigns are subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%). (HubSpot Blog Research, 2021). HubSpot found personalized CTAs perform 202 percent better than basic CTAs.
‘One-to-one personalized marketing is all about reaching out to a customer. It’s more than just sending emails to the same group of people’: According to Neil Patel, It’s about creating tailored content for each individual.
Data and technology is now enabling organizations to reach customers through targeted media with content that is relevant and uniquely tailored to them.
At Impact Enterprises, we have turbo charged this approach, taking it up another notch. Our seasoned team of Impact researchers will do a deep dive into a customers target prospect list that is generated by our team or provided directly by the client. The IE team will then gather relevant information about that prospect; what they are speaking about; what they might be writing about on social media; events they may have recently attended and a score of other potential tidbits of relevant information about any given prospect. This information can then be crafted by the customer or their marketing agency into their email copy with a highly targeted and hyper-personalized message and cadence.
To answer the proverbial question of ‘is the juice worth the squeeze’? The resounding answer is yes! The results of these hyper-focused and micro-targeted campaigns are substantially higher conversion rates, some with as high as 700% lift over traditional campaigns. Yes it is a little more expensive to research and curate this data and it does take more time to craft into a customized message, but it is well worth the effort.
Want to know more? Message us here in the adjacent form. There is absolutely no risk, pilot tests at Impact Enterprises are always done at our own expense.