An interesting trend in the field of digital technology is the ability to segment the customers and target them using customized messages based on their interests and activities. It is an action of sending automated and targeted e-mails to contacts in a database, also called behavioral e-mail marketing (BEM). This trend includes creating a strategy in which the action between the user and your company is identified and analyzed in many channels (social media, e-mail, company website). Later, the user uses these interactions to determine the type of content provided to the user.
Behavior marketing emails investigate and diagnose buyers’ behavior about your site, emails, and social media, and then interact with them based on these behaviors. Companies like Amazon are good examples of behavioral marketing. They use personalized marketing campaigns and strategies every day to provide consumers with relevant experiences based on their behavior.
There are many advantages to adding behavioral email campaigns, such as:
Customer loyalty increases. E-mail messages triggered by direct consumer activities testify to excellent customer service, show that the customer is the most important and show that your company pays attention to customers and responds to their needs and interests.
The relevance of the brand is increasing. A quick and accurate response to consumer activities increases the visibility of the brand because you deliver messages that are tailored to the individual needs and interests of each person. Even if they have not given you conversion now, these activities will pay off in the future.
Faster buyer path. Starting from the beginning to the end of the journey, the launched e-mail campaigns offer endless possibilities of contact with potential customers and clients when they think about your brand. As a result, they are quicker to reach customers.
The advantage over competitors. Only 1/4 of companies use emails based on behavior, despite the many benefits they bring. As a result, you will gain an advantage over the competition when you apply this tactic.
Revenues are increasing. If you increase customer loyalty, improve accuracy and speed up the brand buyer’s journey, you will gain a better position thanks to the effective conduct of email marketing based on behavior. Because you’ve shown your customers campaigns based on their activity and behavior, they’re more likely to be interested in the content they deliver, which leads to a greater likelihood of buying your product.
Let’s answer the question. Is it more likely to reply to an e-mail that informs us about a product for which we do not even have to go missing or for one that gives us useful information about some action we have just taken.
Behaviors are important for creating complete and contextual experiences for customers. It is important for marketers to switch from speculative strategies to those that use customer actions to trigger valid messages. Customers are more likely to respond and expect messages that are important to them. Using real customer behavior to trigger messages is a great way to provide value exactly when the client expects it.
E-mail is one of many channels that you can reach customers and download data back to the application. This is a good path to clients that fits well into a multi-channel experience. E-mail should cooperate with other channels, such as push to strengthen habits and internal connections with the product. Many multi-channel and multi-device strategies allow you to achieve brand consistency that will give you many repetitive conversions later, thanks to multiple channels or devices that influence your customers’ shopping behavior.
Knowing the basics and benefits of behavioral e-mail marketing, you can start implementing it. A few good tips to get started below.
Set a welcome email to be run for new customers after completing registration. This will allow you to contact them from the very beginning and show them that they are valuable to you
To build a relationship with your new users, provide them with something valuable. Offer them interesting information. Share your knowledge about industry news, new features or give them good advice. Also, continue the dialogue with clients who need more information from you
Remind yourself to your users. If they have not completed the registration or any other action, remind them from time to time about the possibility of completion. Warn them when their free trial period is over, if their place is not very active, shortage of inventory in your favorite product and much more. Get their trust and offer something valuable.
Keep the viewers’ attention by notifying them of interesting moments by means of messages. Have they recently moved to the next level? Did their friends write something interesting? Give them a message.
When the client takes a certain action, give your clients the opportunity to express their opinion to continue to improve the quality of your brand. Keep surveys simple, offer incentives to encourage a higher level of completing surveys, as well as know and thank those who offer their opinions.
Behavioral e-mail marketing is a great strategy to respond to critical moments of customers. You have to be careful though because it is not such an idyll. Although it may seem to be a set-up strategy and forget it, it is not so easy. Behavioral messages work well thanks to commitment and maintenance, which includes those one-off campaigns that every marketer loves. Effective behavioral marketing does not have to absorb your time, energy and money. Thanks to the power of automatic email marketing, identifying the most valuable segments of subscribers and taking appropriate actions has never been easier.
Thanks to FireCrux and the processes described above, you can automatically identify specific segments of subscribers and send them content that will be the most valuable for them.
Regardless of the set of tools you use to segment your list, if you implement only a few ideas from this post, you’ll be in a much better situation. Remember that only fewer marketers send e-mails about behavior.
If you start today, you will be ahead of a large part of your industry.