Hyper-personalisation in email marketing, as of December 2025, moves beyond segmenting audiences based on demographics or purchase history to delivering individualised content dynamically generated for each recipient, leveraging predictive analytics and real-time behavioural data.
Currently, platforms like Klaviyo, ActiveCampaign, and Mailchimp – all widely used by Australian SMEs – now include features enabling this. These systems integrate with first-party data platforms (CDPs) to build comprehensive customer profiles. In 2026, this integration is becoming more sophisticated, utilising machine learning to predict individual preferences based on website activity, app usage, and even external data sources compliant with Australian Privacy Principles (APPs). For example, a platform might dynamically adjust product recommendations, email send times, or even the tone of voice based on a customer’s predicted likelihood to engage. Dynamic content blocks, powered by APIs, allow for real-time insertion of personalised images, offers, and messaging. Some platforms are beginning to offer ‘next best action’ prediction, suggesting the most relevant content to drive conversion. The cost for these advanced features varies, with pricing typically tiered based on the volume of contacts and the complexity of the personalisation rules applied.
Ultimately, hyper-personalisation functions by using data and predictive modelling to create a unique email experience for each individual customer, rather than broadcasting the same message to a group.
