Behavioral Targeted Emails, or sending targeted emails to your contacts based on their actions and behaviors, is one of the most effective strategies an inbound marketer can adopt.
A lack of technical know-how and strategy makes behavioral emailing a difficult task. To make it worse, there is not enough quality educational material present to get you up to speed.
This post is exactly written as a countermeasure to help you reap the benefits of Behavioural Targeting.
What is Behavioral Email Targeting?
Behavioral email targeting is the practice of sending automated, targeted emails to the contacts in your database based on their interactions with your brand across multiple channels: on-site, email, your mobile app and beyond.
Behavioral Email Targeting is all about reacting the user with appropriate communication based on their interaction and engagement with your brand.
The Advantages of Behaviour-Based Email Targeting
1. Increase in user engagement
If a user is dealt with the proper messages and on the correct channel for interaction, the user is more likely to engage with your brand.
According to the DMA, Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns.
2. Higher conversion rate
Behaviourally Targeted emails are based on user action and triggers, as discussed above. It is one of the most sorted out techniques to tackle instances like abandoned cart, pushing product updates news to users, etc.
For example, when you abandon any product on eCommerce websites like Amazon, Etsy, etc., you will start to notice that all their messaging is related to the product that you abandoned. Most of these brands will remind you via emails, push-notifications, etc. that you haven’t checked out yet.
Behavior-based targeting solves a major problem for these brands by asking customers to return and complete a specific action.
According to the DMA report, in 2014, emails triggered by behavior were responsible for 30% of revenue – up from 17% in 2013.
3. One Product, multiple personas
Brands that are leveraging behavior based targeting are weaving their brand around the customer (or, according to the customer).
You know how Amazon suggests items that might interest you, based on the items you’ve browsed? That’s how the entire Internet could work soon. With systems tracking your cursor and keeping tabs on your browsing history, the Internet can get to know you better — and be smarter than ever. In fact, Amazon’s algorithm is a paragon of excellence for marketers.
Also building a user-experience that’s ideal according to the user, gets them to relate with a brand on a personal level. It builds trust between you and the brand.
4. Viewing the customer as a multi-dimensional person
Marketers are targeting users by leveraging all their interests and activities. It helps marketers avoid the tunnel vision marketing technique. By tunnel vision, we mean, promoting a single product or a small group of products, because the user was interested in a product from that niche.
The problem traditional marketers face with such a technique is that such messaging would only irritate customers.
As humans, we have multiple interests and like a variety of things. A product that I was looking at today, a pair of Nike shoes, probably won’t pique my interest a month later. Maybe I’ll be onto a completely different product, like a smartphone.
As a result, Behaviour targeted algorithms were developed to understand a customer in a better manner. It takes in account all sort of details that it can get its hands on, from demographics to email interaction, web activity, messaging reaction and more. In the end, you know your customers better, and the customer also has a quality experience with your brand.
Behavior-based email targeting or targeting, in general, is immensely useful for marketers.The more users consume information on the Internet, the more we learn about them. That being said, don’t become a creepy marketer. Data still is not identifiable personally, but one can still harness the strength of AI and machine learning to target users based on their behavior.
At the end, your brand focus would shift towards being more customer-centric—the ultimate goal that we are trying to achieve.