How to Hyper-Personalize Your Email Marketing – with Abby Hehemann
EPISODE SUMMARY
Email marketing has become a lot harder nowadays. SaaS companies have a higher chance of landing in spam after spending hundreds to thousands of dollars on each campaign. Meanwhile, email marketers have to worry about being drowned by competition and getting replaced by generative AI… or do they?
In this episode of Scale Your SaaS, GetResponse Director of Product Marketing Abigail Hehemann sat down with Host and B2B SaaS Sales Coach, Matt Wolach to teach entrepreneurs and marketers alike how to Hyper-personalize their campaigns without spending too much time. She also discusses setting your email apart from competitors and setting yourself apart from technology. Never lose relevance and propel your conversion rate through the help of AIs!
PODCAST-AT-A-GLANCE
Podcast: Scale Your SaaS with Matt Wolach
Episode: Episode No. 274, “How to Hyper-Personalize Your Email Marketing – with Abby Hehemann”
Host: Matt Wolach, a B2B SaaS sales coach, Entrepreneur, and Investor
Guest: Abigail Hehemann, Director of Product Marketing at GetResponse
TOP TIPS FROM THIS EPISODE
Automate for Productivity with Generative AI
Technological advancements always make things more convenient for us humans. This means that we should take advantage of whatever efficiency the latest innovations can provide. Because if we don’t, our competitors certainly will. And we definitely want to stay caught up.
ChatGPT is one of the latest and hottest inventions around. What this means for SaaS businesses is using generative AI to draft administrative content like onboarding emails to save time. As for marketing, this means less time spent on digesting content or idea generation to focus on more essential tasks.
Set Time for Deep Thinking
Competition is the core nature of the business. This is why, as much as possible, software companies want to be better and faster at any production. This leads to marketing teams becoming machine-like in content creation. While this has merits, it can be detrimental to the brand.
Productivity matters but not at the cost of losing touch with your customer base. What’s the point of releasing a barrage of content if it does not convert because it is irrelevant or the tone cannot keep up with the market? Remember, brainstorming matters if you truly want to stay ahead in the game.
Leverage Your Customer Data
Hehemann cautions against letting your priceless customer data gather dust. Instead of ignoring the valuable information on your CRM, extract as many insights from it for the next demo. After all, properly utilizing customer data paves the way for hyper-personalization leading to a deeper connection with your market.
Applying this tip would mean designing your next content campaign from the objections or common topics mentioned by your customers. This could also mean rolling out new services or add-ons based on the issues and requests of your user base. Regular adjustments to the marketing strategy should also be enacted based on the results indicated by the data.
Use Email Marketing for the Next Steps
Email has become cluttered, making competing for customer attention harder. Results have become a sink or swim, with the former being more prevalent for marketers that release the same email for all their market segments. Hehemann suggests marketing teams approach email differently instead.
Rather than a spray-and-pray tactic, marketers should appropriately respond to the customer intent behind their data. For example, the company obtained their email from a quiz about a medical condition. Marketers should immediately send an email with further resources about the condition and a link for a consultation.
Focus on Email Engagement
Rather than checking an arbitrary stat like open rates, Hehemann recommends listeners prioritize email engagement instead. Business owners can measure email engagement by monitoring the increase of whichever statistics are connected to the CTA of the campaign.
Suppose the email directs recipients to click the link to a new blog. Look at the number of visitors to the blog’s web page on the days after the release of the email. You can also check the KPIs indicated in your email marketing tool. This way, marketers will accurately gauge the effectiveness of their email campaign.
EPISODE HIGHLIGHTS
Autonomous Marketing is the Future
Automated Marketing has long existed, even before generative AI’s turning point last year. But with enough progress, Hehemann believes that autonomous marketing will eventually become a reality. This means that marketers will take on the role of editors and managers instead of content creators.
Email Open Rate is Dead
Open rates used to be the top KPI measured for emails, but marketers can now consider it obsolete. Hehemann explained that Apple’s recent mail privacy protection measure inflated open rates for GetResponse. This means that a CEO’s available rate can give false hope to email marketers instead.
Two Directions is the Maximum for Email
One of the common mistakes people make when writing emails is giving too many instructions to the reader. Imagine being asked to follow a page, download an ebook, take a quiz, and schedule a call in one go. The more tasks there are, the likelier it is for people to procrastinate. It also makes it harder to measure KPI accurately.
TOP QUOTES
Abigail Hehemann
[11:57] “What hyper-personalization means is just being more relevant and timely to the human being you’re directing your marketing communications to.”
[18:07] “Be super intentional about the goal and intent of that specific email you sent. You don’t want to send them in four or five different directions.”
[20:17] “Let’s keep figuring out how we’re better than the machines, right? Let’s keep finding out what makes us all so uniquely human.”
Matt Wolach
[10:32] “There is just such a glut of so many different messages. And anybody with any leadership role in an organization is just getting flooded.”
LEARN MORE
To learn more about GetResponse, visit: https://www.getresponse.com/
You can also find Abigail Hehemann on LinkedIn at: https://www.linkedin.com/in/abby-hehemann/
For more about how host Matt Wolach helps software companies achieve maximum growth, visit https://mattwolach.com/
