With Machine Learning, you can gain insights about your users from

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If you need to start a segmentation from scratch, my tip is to start with the simplest path: define two or three segmentations and, over time, expand this range with more specific and complex divisions. Collect and analyze data relevant to your goals People may be willing to provide personal data to have a differentiated experience, but that does not mean collecting any and all information. Why ask if a user has children if that won’t be useful for personalizing your emails, for example? And here comes what I already mentioned about exaggerating the hyper-personalization data and “scaring” the user, who may feel invaded.


That’s why solid planning and segmentations are critical so you know south korea phone numbers what data will matter to your email communications. Use technology to your advantage At the beginning of this article I mentioned some technologies that can be used to collect data and create hyper-personalized campaigns. Of course, it all depends on how much budget you have available to invest and what your campaign objectives are. Big Data, for example, allows you to collect and manage data on a large scale. predictive analytics. Even Artificial Intelligence can be an ally in hyper-personalization by using data collected in real time and providing valuable information to communicate more individually with each contact.


If none of these tools are an option, you can use forms on your blog or sales pages to collect information. Or, who knows, even with occasional surveys with your subscribers in email campaigns. Check out how to use Artificial Intelligence in Content Marketing ➝ Create emails with accessibility Accessibility is also a way to create personalized experiences, and companies have realized the importance of this: 77% of brands are already making their emails more accessible, according to the State of Marketing 2023. Creating accessible emails is simpler than it looks. Some text and design best practices are a good starting point: use short and objective sentences; avoid jargon or expressions specific to a region; create a design with color and font size hierarchies; avoid high contrast; use fonts with at least 14px; avoid emails with just images and no text.