274: 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 su

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