What is Behavioral Email Marketing

In the world of digital marketing, where change is the only constant, using mass emails to interact with your audience will not suffice. In an effort to be unique, marketers have had to resort to some tactics such as behavioral email marketing. This approach is based on the idea of sending the right messages and contents of your emails depending on the recipient’s behavior and choices. These tools can help businesses to engage customers and create conversions, and therefore improve overall customer relations.

In this article, we will define what Behavioral Email Marketing is, what behaviors to track, what types of Behavioral Emails to use, and how to get started.

What’s Behavioral Email Marketing?

This type of email marketing is based on the idea that an email is sent in response to a user’s actions or behavior. It is different from the bulk messaging system, where the same message is sent to all users regardless of their needs.

For instance, if a user did not complete the purchase and left the cart, then you can send them an email about the items they left behind. Here’s how you can make your email marketing even more personalized and effective: use automation tools and customer data.

Behavioral email marketing is the process of sending emails at an opportune time with the intention of improving the relationship between the recipient and the sender and, in the end, getting them to take action.

Key Behaviors To Track

In order to use behavioral email marketing, you should track several parameters of users’ actions. Here are the key behaviors to track:

1. Website Visits: Determine which pages a user visits in order to learn more about the user’s preferences.
2. Email Opens and Clicks: Monitor your previous campaign interactions.
3. Purchasing Behavior: Track the previous orders to suggest similar products.
4. Cart Abandonment: Customers who have added products to the cart but have not made the purchase.
5. Subscription Activity: Closely monitor sign-up, renewal, or cancellation.

It means you can collect and analyze this data to craft targeted and effective email marketing campaigns with the help of digital marketing automation tools. Snov.io can streamline this process by enabling you to track these behaviors and implement tailored marketing strategies efficiently.

Types of Behavioral Emails

We can categorize behavioral emails into several types depending on the action or the need the user is undertaking.

Here are some common types:

1. Welcome Emails: When a user signs up, they provide a brief about your brand and the norms that the user can expect.
2. Abandoned Cart Emails: A small reminder for the customers to proceed with their purchase.
3. Product Recommendations: Recommend products by using the previous activity.
4. Re-engagement Emails: Target the users who haven’t been active in the last few days or weeks to get them back.
5. Post-Purchase Emails: Confirm orders, recommend other products, or ask for a review.

Behavioral emails are sent at the right time to the right person, and this is why marketing automation tools are often used to drive this type of communication.

How to Get Started with Behavioral Emails

Getting started with behavioral email marketing requires a clear plan and the right tools. Here’s a step-by-step guide:

1. Onboard

The first step is onboarding new users. Use email marketing automation tools to create a seamless onboarding sequence.

• Send a welcome email introducing your brand and its benefits.
• Provide resources, such as tutorials or FAQs, to help them get started.
• Include links to useful tools and sources.

2. Educate

Behavioral email can also serve to inform your audience about your product or service.

• Post useful information in the form of blog posts or articles, webinars, or e-books.
• Give the consumers a guideline on how to get the most out of your product.
• Divide your audience to provide specific information that will be useful to them.

3. Capture Attention Gently

To get your users back and not come off as annoying, you should be more strategic in your approach.

• Provide customers with special deals or offers depending on their previous searches.
• Send specific product suggestions.
• In order to improve the open rates, one should use effective subject lines.

4. Remind

Sometimes, it is useful to bring the user’s attention to the incomplete action they have started but have not completed.

• Remind users of forgotten carts or left sign-up processes.
• Let the customers know when their subscription is due for renewal or when an offer is about to expire.
• Keep it polite and seem like an urgent appeal for the recipient to take action.

5. Get Feedback

Last, it is also important to request feedback about the products and services you offer.

• Use post-purchase surveys to see how the customers feel about the products they bought.
• Ask for feedback or recommendations from clients who have been using your products for some time.

This will help you to modify your marketing strategy based on the information they give you.

These are some tips that will help you to make your email marketing more personal and effective and use automation tools to send emails

Why Use Behavioral Email Marketing in eCommerce

Behavioral email marketing can be very useful for eCommerce companies. Here’s why:

1. Increased Conversions: The emails that are sent depending on the behaviors of users are more effective in leading to a purchase.
2. Improved Customer Retention: Research has also shown that personalization increases customer loyalty and keeps them active.
3. Higher Engagement Rates: They argue that emails sent based on interests have higher open and click-through rates than normal.
4. Reduced Cart Abandonment: Urgency notifications allow users to complete their transactions quickly.
5. Scalability: Digital marketing automation tools help you achieve your goals while maintaining the individual approach.

This means that with behavioral email marketing, your communication is not only relevant but also at the right time, and this makes it a perfect tool for ecommerce businesses.

Wrap Up

Behavioral email marketing is one of the most powerful tools in the field of digital marketing. With the help of tracking user actions and marketing automation tools, businesses can craft relevant and timely emails for the audience.

In any company, whether it’s an eCommerce store or a service-based business, behavioral email marketing is the most important aspect of creating a long and successful relationship with customers.