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Blog Post

Behavioural Email Marketing

By Niranjan
| April 13, 2024

In this article

Tired of shooting into the void with your email marketing efforts? Imagine if your emails could do more than just land in inboxes—and actually connect with your audience. Enter Behavioural Email Marketing, the not-so-secret but ignored tactic that transforms your emails from bland to brilliant.

Why customer behaviour is the key to mastering email marketing?

1. Boost Engagement: Match emails to what your audience wants, keeps them engaged and coming back for more.

2. Avoid the Spam Folder: Understanding our customers’ preferences helps us steer clear of spam filters, ensuring our messages land in the inbox.

3. Get Better Results: By knowing what makes our audience tick, we can create more effective campaigns that deliver real results. So, let’s make understanding our customers a priority in our email marketing strategy. It’s the secret ingredient that separates the best from the rest.

The Core of Behavioural Email Marketing

Behavioural insights outperform 85% in sales growth + 25% in gross margin (McKinsey)

Merging customer behaviour with emails can transform your marketing strategy. Imagine sending emails that tick with your customers, leads to increased engagement and conversions.

Tracking user interactions, analysing purchase history, and observing website navigation patterns are powerful tools. They allow you to understand your customers’ preferences and tailor your emails accordingly.

Segmenting your email lists based on behaviour is crucial. By dividing your audience into specific segments, you can send targeted and relevant content, boosting open rates and click-through rates.

When it comes to segmentation, consider criteria such as purchase history, email engagement, and website interactions. This ensures that your emails are not only personalized, but also highly effective in driving action.

By leveraging customer behaviour in your email marketing strategy, you can create campaigns that truly resonate with your audience, leading to increased engagement and, ultimately, greater success.

Section 2: Crafting Effective Behavioural Emails

Tailoring messages to individual behaviours. Using dynamic content for relevance (e.g. medium). Timing and Frequency. Identifying optimal sending times. Balancing frequency with engagement. Call to Actions that Customers love. Designing CTAs based on user activities. Encouraging action without being pushy.

When it comes to email marketing, one size definitely does not fit all. That’s why crafting effective behavioural emails is crucial. By tailoring your messages to individual behaviours, you can create a more personalized and engaging experience for your audience. Using dynamic content is key to relevance.

Imagine you run an e-commerce store that sells outdoor gear. A customer has previously shown interest in camping equipment by browsing through your camping gear category.

Using dynamic content in your email, you can showcase similar camping products such as tents, sleeping bags, and camping stoves.

This personalized approach keeps your emails relevant to the customer’s interests, increasing the likelihood of conversion.

Timing and frequency play a crucial role in this scenario as well, ultimately driving sales for your e-commerce store.

Section 3: Tools and Techniques for Behavioural Email Marketing

Understanding your audience’s behaviour correlates to your email marketing success. The right tools and techniques can make all the difference in engaging your subscribers effectively. Here are 3 of our recommended sites that help starters to track and analyse behavioural data, as well as strategies for implementing automated email triggers.

Essential Software for Tracking and Analysis:

  1. Google Analytics: While not specifically designed for email marketing, Google Analytics is a powerful tool for tracking website traffic, including how users arrived at your site from email campaigns. By setting up UTM parameters in your email links, you can gain valuable insights into email engagement and conversion metrics.
  2. Mailchimp: With its robust reporting features, Mailchimp offers in-depth insights into email performance, including open rates, click-through rates, and subscriber behaviour. Its integration with e-commerce platforms allows for tracking of purchase behaviour and revenue generated from email campaigns.
  3. HubSpot: HubSpot’s marketing automation platform provides comprehensive analytics for tracking email engagement and conversion metrics. Its intuitive interface makes it easy to create custom reports and track the performance of automated email workflows.

Reviewing Top Tools in the Market:

When selecting software for tracking and analysing email marketing metrics, it’s essential to consider factors such as ease of use, integration capabilities, and pricing. Some other notable tools worth exploring include Campaign Monitor, Constant Contact, and Klaviyo, each offering unique features tailored to different business needs.

Integrating Analytics with Email Platforms:

Integrating analytics with your email platform allows for seamless tracking of campaign performance and subscriber behaviour. By syncing data between your email marketing software and analytics tools, you can gain a comprehensive understanding of how email campaigns contribute to overall marketing objectives.

Developing Automated Email Triggers:

Automated email triggers are a powerful way to deliver timely and relevant content to your subscribers based on their behaviour. Whether it’s a welcome email for new subscribers or a follow-up message for abandoned carts, setting up triggers based on specific actions can significantly enhance the effectiveness of your email marketing campaigns.

Best Practices for Automation:

When implementing automated email triggers, it’s essential to follow best practices to ensure optimal results:

  • Segment your audience based on behaviour and preferences to deliver personalized content.
  • Test different trigger conditions and messaging to identify what resonates best with your subscribers.
  • Monitor performance metrics regularly and make adjustments as needed to optimize campaign performance.

Future of Behavioural Email Marketing: Embracing Trends and AI

As we look ahead to the future of behavioural email marketing, knowing the trends as you install email triggers is essential. Tap into our latest email trends highlighted in our “Email Trends You Need to Use in 2024,” ensuring your campaigns stay relevant.

While AI is revolutionizing in email marketing as we speak, it’s critical to realise that relying too heavily on AI-generated text can feel impersonal and generic. To avoid this pitfall, read our blog, “Mistakes you might be making with AI copy. (Type this 1 prompt to send out a persuasive first-draft email copy)”

Conclusion: Anticipating Shifts in Consumer Behaviour

To connect with your audience on a deeper level, delivering personalized and relevant content that resonates with their needs and preferences.

You must set up early using email triggers and AI. And ensure to strike a balance between automation and personalization to make your emails feel genuine and tailored to each recipient.

At WebQ Media, we’re offering a free 30-minute analysis all over your emails, helping you develop strategies to enhance your email marketing. Take action now.

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