Behavioural email marketing as a strategy focuses on the behaviour of your customers and tries to convert them into buyers. Unlike classic marketing where you focus on convincing people of the value of your product or service, behavioural email marketing revolves around their behaviour and activities.
There are various email marketing tools to make your email marketing efforts more efficient and effective, but behavioural email marketing has its perks.
As marketing is evolving, personalization has gained great importance when it comes to converting your leads, especially through email marketing.
It is not enough for email campaigns to just work—they must be effective. It is possible to achieve excellent results by launching personalized email campaigns based on the behaviour of your customer or potential customer with your brand. The right messages must encourage them to take the desired action.
Let’s try to understand more about behavioural email marketing so that you can make your email marketing strategy more effective and solid.
What Is Behavioural Email Marketing?
The process of delivering automated, targeted emails to contacts in your list based on their interactions with your brand through a variety of channels, including social media, email, your website, and others, is what we call behavioural email marketing.
In simple words, it is a personalization strategy used to do email marketing.
When building a behavioural campaign, the data you should employ ranges from the most recent actions taken on your website to the most basic client attributes (age, location, and time since the last visit, signed in, any product or feature viewed or used, and the list can go on.)
Why Is Behavioural Email Marketing Important?
The use of behavioural email marketing, which focuses on the user behaviour of your subscribers, improves the success of campaigns.
The most recent Blueshift Report shows that trigger-based marketing emails perform 497% better than batch emails.
Using behavioural marketing tactics, marketers can design incredibly targeted email messages that cater to the online behaviour of their users rather than relying just on arbitrary cues. Here, are some important aspects of behavioural email marketing that you must consider:
– Behavioural email marketing is a powerful marketing tool that can be used to increase website traffic and conversion rates.
– Many marketers are starting to use behavioural email marketing as an effective way of targeting potential customers with relevant content and ads.
– This type of marketing is growing rapidly because it’s able to create a sense of urgency and motivate customers to take action.
– It can be customized to target specific segments of the population, making it a flexible and cost-effective method of advertising.
– Some marketers also use behavioural email marketing to drive customer acquisition and retention rates, increasing their audience base and thereby generating more revenue.
– Finally, behavioural email marketing can be used to increase brand awareness, which can help build awareness of your product or service and increase sales.
Types of Behavioural Emails
There are several types of behaviour based emails that you can send, in fact list is endless. However, broadly you can consider the types:
1.Welcome Emails
This kind of email is typically sent to a contact as soon as they sign up for your list and is started when a person opts-in, registers, creates a profile, or completes an onboarding procedure.
The objective is to promote interaction by letting your new contact know what to expect from your emails.
2. Conversion Confirmation Emails
This email is delivered when a user “converts.” There are countless ways a contact could accomplish this, but a few instances are when they make a purchase, sign up for a webinar, or download a file.
In addition to allowing you to send follow-up information or offers, the purpose of this email is to make sure they are getting the most out of the experience they have signed up for.
3. Activity Emails
When a contact takes an action on your website, an email that replies to that action serves as a reminder or follow-up that come under the category of activity emails. Emails sent when a customer starts to make a purchase but abandons it, or emails sent when a customer examines content but doesn’t take action, are examples of this.
The objective is to encourage interested users to convert.
Above emails cam also help you provide customers with relevant information and offers quickly and efficiently increasing customer satisfaction and loyalty.
Framework To Get Started With Behavioural Email Marketing
Behavioural email marketing is a marketing strategy that relies on email marketing to reach and engage customers with relevant content and marketing communications. However, it requires careful planning and execution to be successful.
– Start By Defining Your Target Market
What are the demographics, interests, and behaviours of your target market?
– Identify Your Goals
What are you hoping to achieve with behavioural email marketing? This will help you outline your objectives and determine what type of content and marketing communications are needed.
– Create Tailored Messages
Tailor your messages to match the interests, behaviors, and demographics of your target market. This will help you focus your content on specific topics and campaigns to maximize customer engagement and conversion rates.
Here’s a behavioural email marketing framework to guide you in getting started with behavioural email marketing.
1. Track How People Intereact With Your Buisness
To make effective behavioural email marketing, you first need to track how people are interacting with your business online. This can be done by using tracking tools such as Google Analytics or Mixpanel.
These tools let you see detailed information about user behaviour on various social media platforms, such as Facebook and Twitter. They also provide data such as the pages users interact with most and the time spent on sites. These data can help you tailor your email marketing campaigns to best engage with your audience.
Once you have a good understanding of how people are interacting with your business, you can start tailoring email marketing campaigns to best engage with your audience. You can use behavioural email marketing to understand how people are interacting with your business and track their Behaviour over time.
This allows you to continually improve the effectiveness of your email marketing efforts and reach new audiences or target marketing campaigns more effectively.
2. Determine The Important Actions A User Might Take
Behavioural email marketing is all about understanding what users want and then providing them with the information they need in a way that is convenient and easy to use.
The first step in behavioural email marketing is to determine the important actions a user might take. To do this, you can use customer journey maps or customer persona tools. By understanding which actions customers are likely to take, you can design your email marketing campaigns and content to be relevant and targeted.
This allows you to improve engagement and increase conversion rates. By taking this behavioural marketing approach, you can deliver relevant and useful information to your customers without wasting time or money on non-actionable campaigns.
3. Based On The Behaviour, Interact With The User
Behavioural email marketing is all about understanding a user’s behavior and targeting relevant messaging to promote engagement. Start by understanding the behaviour you want to promote and the user’s context, then create a personalized message that is relevant to the user. Finally, leverage engagement mechanisms to keep your users engaged with your message. By starting a conversation with your users based on their behaviour, you can increase the likelihood of them engaging with your message. This step is crucial because it allows you to personalize your message and make it more relevant to the individual users.
Behavioural Email Segmentation
Behavioural segmentation is the process of dividing your email list into specific, target audiences based on their behaviour or interests.
This strategy is based on analyzing email marketing data to identify groups of consumers who engage with similar content and behavioural patterns.
By segmenting your email list in this way, you can personalize your messaging and content for each subscriber, which can help increase open rates, click-through rates, and conversion rates.
Behavioural email marketing relies on understanding your subscribers’ preferences and motivations. This strategy allows you to develop campaigns that are relevant and interesting to your audience, which can help increase engagement and engagement time.
Strategies For Behavioural Email Marketing
Use personalization to make the email feel like it is from a friend. This means including your subscriber’s name in the subject line, and tailoring the content of the email to their interests and needs.
Include a link to your website or product in the email. This will help you convert more visitors into customers, as well as increase click-through rates (CTR) and email open rates.
Send out regular emails that contain valuable content. Keep your subscribers engaged by sending out emails containing new or updated information on your industry, your products, or your website. Additionally, include calls to action in your emails so that readers can take action right away.
Use call to actions in your emails to encourage the reader to take action. For example, ask them to visit your website, download a whitepaper, or sign up for your newsletter.
Monitor your email send and click rates to see which strategies are working best for you. This way, you can continue tweaking your email campaigns based on the data you collect.
Frequently Asked Questions
1. Send content that is relevant to your audience. This way, you’ll keep them engaged and informed about your latest products, services, or sales events.
2. Use email ads to generate leads and increase your business’s ROI. By targeting your email ads to specific markets and offering a compelling product or service, you can generate more leads than ever before.
3. Email marketing should be optimized for mobile devices. Because people are increasingly using their mobile devices to read emails, it’s important to make sure your email campaigns look great on mobile devices as well.
4. Always keep in mind the “3 Cs” of email marketing: Contacts, Conversations, and Convincing customers to buy from you! By starting conversations with your customers through email and building a relationship of trust, you can boost your chances of converting potential leads into paying customers.
Some behavioural email marketing strategies include surveys, customer feedback forms, and CRM data analyses.
By understanding how your subscribers are interacting with your emails, you can improve the design and content of future emails to drive higher email open rates and click-through rates.
Triggered behavioural email marketing allows you to target your email audience more effectively, while non-triggered email marketing can be effective as well, but may not be as targeted.
Both types of email marketing can be used to help drive conversions, but it’s important to test different behavioural email marketing strategies to see which ones work best for your business.
However, you do not have to email your entire list at once; you can segment your list in any way you’d like and send them targeted email campaigns accordingly.
Some common methods used to collect data for behavioral email marketing include opt-ins, click-through rates, and bounce rates. The goal of behavioural email marketing is to increase the conversion rate of your website visitors. By understanding your user’s behavior, you can craft email campaigns that are more likely to result in a conversion.
By customizing your email campaigns to be more effective, behavioural email marketing can help you to reach more people with relevant and compelling content.
Additionally, behavioural email marketing strategies are less likely to have a negative impact on the recipient’s inbox, since they’re typically less intrusive than traditional email marketing strategies.
Final Say
With behavioral email marketing, your automation efforts can be targeted to specific audiences based on their past actions and interests. This provides you with the ability to personalize your content and messaging for each individual recipient.
This type of email marketing also allows marketers to track and analyze the performance of campaigns across various channels, giving them a more complete picture of their marketing efforts. This level of detail can help businesses better optimize their budgets and identify opportunities for cost savings.
Overall, behavioral email marketing is an effective way to engage with customers and increase sales. However, it requires a thorough strategy and planning before diving in fully. Start with the basics and build on them as you find success with this marketing strategy.
For more profound guidance, book a strategy call now!
