[Video] Harness Hyper-Personalisation with Three Data-Collection Methods

Where do you start with hyper-personalisation? What are the options? Our Senior Digital Copywriter, Candice Lee Reeves, breaks it down, exploring the three levels of data collection you can use to harness hyper-personalisation in your communications:

These are the three data-collection methods in a nutshell:

1. Using Your Contact Data

For any automated journey to work, you need data – and to start, all you need is an email address. The more useful data you collect on your contacts (like name, gender, location, interests), the more hyper-personalised and targeted your messages can be.

When you start personalising emails this way, you can also:

• Personalise messages with unique data

• Segment lists for relevant messaging
• Create dynamic content for different audiences
• Do A/B testing for better engagement

2. Customer Behaviour Tracking

This is the next level of automation, where you can track how your contacts interact with your messages. You can then use that same data to improve engagement. This helps you to change course quickly, and respond to your contacts with relevant messaging when they want or need it – improving the customer journey.

When you track customer behaviour, you can use the data you collect to:

• Nurture leads and onboard contacts
• Adapt journeys in response to behaviour
• Respond to landing page engagement
• Trigger actions when a data changes

3. Integration Across Systems

This is the ultimate level of automation as it pulls and pushes data from other sources – like your CRM or ecommerce platform. It simplifies your life by automating your database updates, allowing you to nurture and convert potential leads, increase revenue, save time on admin, and boost productivity.

When you integrate systems like this, you can:

• Send abandoned cart messaging
• Trigger CRM-integrated communications
• Reduce dropouts in higher education
• Track product adoption to support clients