{"id":2018,"date":"2023-04-26T15:16:20","date_gmt":"2023-04-26T12:16:20","guid":{"rendered":"https:\/\/www.byteplant.com\/blog\/?p=2018"},"modified":"2023-04-26T15:16:33","modified_gmt":"2023-04-26T12:16:33","slug":"behavioral-email-marketing","status":"publish","type":"post","link":"https:\/\/www.byteplant.com\/blog\/behavioral-email-marketing\/","title":{"rendered":"Behavioral Email Marketing: Short Introduction"},"content":{"rendered":"<p>Behavioral email marketing is an important part of a successful digital marketing strategy. It involves designing effective email content based on the recipient\u2019s actions and behaviors. This automated approach streamlines <a href=\"https:\/\/www.byteplant.com\/blog\/what-is-email-personalization\/\" target=\"_blank\" rel=\"noopener noreferrer\">email personalization<\/a> and yields excellent benefits.<\/p>\n<p>To create an effective marketing email, you can gather information about your target audience\u2019s interactions without your company across multiple channels. These channels can include social media, websites, apps, and others. The more information you can gather, the easier it is to design a successful behavioral email.<\/p>\n<p>Let\u2019s take a closer look at behavioral email marketing.<\/p>\n<h2><strong>Types of Behavioral Emails<\/strong><\/h2>\n<p>Depending on your company\u2019s needs, you can come up with a wide variety of targeted emails that fit into the behavioral category. The main types you are likely to work with include:<\/p>\n<ul>\n<li><strong>Registration emails<\/strong> \u2013 emails you send when a customer leaves their email address in a form, on a website, or on social media. Examples of these messages are welcome emails and onboarding messages.<\/li>\n<li><strong>Conversion emails <\/strong>\u2013 these emails go out when a customer signs up for something, downloads content, or makes a purchase. The message notifies the customer about the action they\u2019ve just taken.<\/li>\n<li><strong>Activity emails <\/strong>\u2013 these emails go out when a user takes action on social media or websites (e.g. views a product, abandons a cart, or shares your post).<\/li>\n<\/ul>\n<h2><strong>How does behavioral email marketing work?<\/strong><\/h2>\n<p>Behavioral targeting allows you to base your marketing tactics on user behavior. Instead of taking action according to your team\u2019s studies and calculations, you allow the user\u2019s actions to trigger emails.<\/p>\n<p>AI-powered marketing tools help you determine the right time and opportunity for sending a message. Then, you use the gathered data to create the contents of this message.<\/p>\n<p>Successful behavioral email campaigns include these important steps.<\/p>\n<h3><strong>1.\u00a0\u00a0\u00a0\u00a0 Gather Information About Your Target Audience<\/strong><\/h3>\n<p>The first step is to gather as much information about your recipients as possible. Since you already have their email addresses, you know at least something about them. However, demographic information isn\u2019t sufficient. You need to go further and track these users across multiple channels that they leverage to interact with your business.<\/p>\n<p>The key to creating a successful email is identifying what behaviors may act as triggers for sending these messages. That\u2019s why you need to figure out what actions can turn into triggers.<\/p>\n<p>The main information-gathering tools and channels can vary from business to business. For example, if you are in e-commerce, you need to pay more attention to the user&#8217;s behavior on your website. If you are a SaaS company, you need to study how users take advantage of your product.<\/p>\n<p>The most important channels to pay attention to include:<\/p>\n<ul>\n<li><strong>Website<\/strong>\u2013 you can analyze how often a certain user comes to your website, which pages they visit, and what actions they usually take.<\/li>\n<li><strong>Application <\/strong>\u2013 if the recipient installs your application, you can track all their activities and analyze their behavior patterns. This can produce a wide variety of information for email marketing strategy.<\/li>\n<li><strong>Social media <\/strong>\u2013 you can follow your customers on social media, examine their interactions with your account, study their behavior in groups, and much more. Social media platforms offer impressive analytical tools that can improve your email marketing campaign tremendously.<\/li>\n<li><strong>Surveys <\/strong>\u2013 to learn more about your audience, you can conduct short email or social media surveys. It\u2019s an excellent opportunity to receive direct answers to your questions and collect valuable data for behavioral analytics.<\/li>\n<li><strong>Email <\/strong>\u2013 study how people on your email list interact with your emails. How often they reply or click internal links.<\/li>\n<\/ul>\n<p>Once you have all of this information ready, you can use it to evaluate common customer actions and use them as triggers for creating personalized messages, which become a part of a comprehensive email marketing campaign. The best part of behavioral email marketing is that users themselves \u201cchoose\u201d when to get the email.<\/p>\n<p>Studies demonstrate that over <a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/the-value-of-getting-personalization-right-or-wrong-is-multiplying\" target=\"_blank\" rel=\"noopener noreferrer\">70% of consumers<\/a> demand personalization from brands. Failing to provide personalization could cause customer churn. Behavioral emails streamline personalization. Since customer activities trigger emails, they are less likely to end up in the spam or trash folder.<\/p>\n<p>While you are gathering information about the target audience, you need to check your email list. Having invalid addresses or uninterested consumers on the list can affect your sender\u2019s reputation and increase the bounce rate.<\/p>\n<p>To ensure email list hygiene, you can take advantage of <a href=\"https:\/\/www.byteplant.com\/email-validator\/\" target=\"_blank\" rel=\"noopener noreferrer\">email validation tools<\/a>. They check your list and identify addresses that may not provide value during a behavioral marketing campaign.<\/p>\n<h2><strong>2.\u00a0\u00a0\u00a0\u00a0 Figure Out What Actions Can Be Triggers<\/strong><\/h2>\n<p>Once you finish studying the information about your recipients, you can have a list of actions that can serve as successful triggers. Triggered emails don\u2019t take the recipient by surprise. In fact, they provide valuable information and encourage the user to take new action.<\/p>\n<p>Here are a few examples of actions that may trigger an email.<\/p>\n<ul>\n<li><strong>Product views<\/strong> &#8211;\u00a0 a customer looks at a certain product but doesn\u2019t buy it. It can trigger an email that either reminds them about this product or offers a list of similar items that may interest them more.<\/li>\n<li><strong>Product purchases<\/strong> \u2013 a customer purchases a product, you send a follow-up email to find out how they like it.<\/li>\n<li><strong>Content views<\/strong> \u2013 a visitor views informational content on your website, you follow up with an email that contains relevant and valuable content.<\/li>\n<li><strong>Comments on social media <\/strong>-a user comments on your products, services, or posts on social media. You send a follow-up email with relevant information.<\/li>\n<li><strong>Reviews <\/strong>\u2013 a customer leaves a review on your website or social media. You follow up with a thank you email.<\/li>\n<\/ul>\n<p>The lack of action can always be a trigger. If an existing customer or client hasn\u2019t interacted with your brand for a certain period of time (you choose how long), you could send a re-engagement message. While these messages aren\u2019t triggered by an action, they could come as a surprise. However, they are still a big part of behavioral targeting.<\/p>\n<p>It\u2019s up to you to identify the most important customer behavior triggers for behavioral emails. However, you have to keep in mind that overwhelming a user with messages can have the opposite effect. In fact, <a href=\"https:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/33378\/Email-Marketing-How-Much-Is-Too-Much-MKTGdebate.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">69% of users<\/a> unsubscribe from brands that send too many emails.<\/p>\n<p>The majority of email marketers agree that sending <a href=\"https:\/\/www.entrepreneur.com\/growing-a-business\/how-often-should-you-send-marketing-emails\/294162\" target=\"_blank\" rel=\"noopener noreferrer\">two or three emails a month<\/a> is more than sufficient. However, each industry and brand are different. You can figure out the perfect number according to your customer research. However, going over two messages (even if they are highly personalized emails) a week is ill-advised.<\/p>\n<h3><strong>3.\u00a0\u00a0\u00a0\u00a0 Create a Behavioral Email<\/strong><\/h3>\n<p>The entire behavioral email marketing strategy can be automated. Once you identify all the behaviors, you can design a message, and launch the campaign. Even though the majority of behavioral marketing campaigns are fully automated, they don\u2019t lose their personalization component due to the hard efforts of marketers.<\/p>\n<p>You can take the time to design email templates and use AI-powered email marketing software to make sure these templates are highly personalized. While you still have to work on subject lines, content value, and various message elements, <a href=\"https:\/\/www.byteplant.com\/blog\/email-automation\/\" target=\"_blank\" rel=\"noopener noreferrer\">email automation<\/a> can save you significant time and money.<\/p>\n<h2><strong>Common Issues With Behavioral Marketing Campaigns<\/strong><\/h2>\n<p>Once you launch your behavioral marketing campaign, it\u2019s important to monitor key metrics. If the recipients aren\u2019t taking the desired action, or worse, sending your <a href=\"https:\/\/www.byteplant.com\/blog\/why-do-your-business-emails-go-to-spam\/\" target=\"_blank\" rel=\"noopener noreferrer\">emails to spam<\/a> folders, you need to rethink the approach.<\/p>\n<p>Common behavioral marketing campaign issues include:<\/p>\n<h3><strong>1.\u00a0\u00a0\u00a0\u00a0 Lacking Value<\/strong><\/h3>\n<p>While you may spend a lot of time studying behavioral data and identifying triggers, you can\u2019t ignore the value of the message itself. You need to make sure that it contains valuable and relevant content that addresses the customers\u2019 pain points.<\/p>\n<p>The more value your automated email provides, the more likely the recipient is to take the desired action. Otherwise, the message may be ignored.<\/p>\n<h3><strong>2.\u00a0\u00a0\u00a0\u00a0 Ignoring Other Email Tactics<\/strong><\/h3>\n<p>While behavioral marketing campaigns are highly useful, they are hardly the only part of your email marketing tactics. Marketers often make the mistake of leaning on one strategy too heavily and ignoring the rest.<\/p>\n<p>Even though automation is highly appealing (after all, it\u2019s mostly responsible for email marketing\u2019s impressive ROI), you still need to do some serious manual work. Especially, when it comes to creating content.<\/p>\n<h3><strong>3.\u00a0\u00a0\u00a0\u00a0 Not Paying Attention to the Time<\/strong><\/h3>\n<p>Even if you have a perfectly designed behavioral email, it could go to the trash folder if you send it at the wrong time. While studying customers&#8217; behavioral triggers, pay special attention to the time they are more likely to react to your behavioral message.<\/p>\n<p>And, yes, even if they just took action that triggered your email, it doesn\u2019t necessarily mean they are open to receiving messages immediately.<\/p>\n<h2><strong>Get Feedback<\/strong><\/h2>\n<p>After launching a behavioral email campaign, it\u2019s imperative to source feedback. Find out what customers think about your targeted emails by offering them a short survey.<\/p>\n<p>Keep in mind that consumers don\u2019t have time for long surveys and many open-ended questions. Try to make the survey as short and intuitive as possible. Use multiple-choice or yes\/no replies.<\/p>\n<h2><strong>Implementing Behavioral Emails into Your Email Marketing Campaign<\/strong><\/h2>\n<p>Behavioral email marketing is a highly effective form of an email campaign. Its main advantage over other tactics is the immense personalization that comes with customers dictating email-related actions.<\/p>\n<p>By implementing a behavioral email marketing campaign, you don\u2019t just engage and retain your target audience. You improve brand awareness and position your company as an industry leader.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Behavioral email marketing is an important part of a successful digital marketing strategy. It involves designing effective email content based on the recipient\u2019s actions and behaviors. This automated approach streamlines email personalization and yields excellent benefits. To create an effective marketing email, you can gather information about your target audience\u2019s interactions without your company across [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2019,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[10],"tags":[],"_links":{"self":[{"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/posts\/2018"}],"collection":[{"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/comments?post=2018"}],"version-history":[{"count":1,"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/posts\/2018\/revisions"}],"predecessor-version":[{"id":2020,"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/posts\/2018\/revisions\/2020"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/media\/2019"}],"wp:attachment":[{"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/media?parent=2018"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/categories?post=2018"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.byteplant.com\/blog\/wp-json\/wp\/v2\/tags?post=2018"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}