You’ve likely engaged in classic drip email campaigns. They’ve been a mainstay of content marketing because they provide an opportunity to prospect through automatically scheduled emails sent one at a time (dripped) over a specific period of time.
One benefit of the drip campaign is establishing a trusted relationship between a brand and prospects and customers. But drip campaigns are not the only effective email tactic. Behavior-based email marketing may be an even more powerful option.
Behavior-based email marketing (also called trigger-based emails) identifies buyer behaviors regarding your website, emails and social media—then interacts with them based on those behaviors.
According to multiple studies, behavior-based email marketing is delivering impressive results for the companies using it. However, so far, only a small percentage of companies are engaging in the strategy. According to a MarketingSherpa study, 39 percent of marketers said “automatically sending emails based on triggers” is the most effective tactic for improving email engagement. Yet an eConsultancy survey that asked marketers, “Which of the following practices are a part of your email marketing efforts?,” found that only 20 percent of email marketers use behavioral targeting.
Should you consider engaging in behavior-based email marketing? Here’s insight on the why, who and what of the strategy to help you decide.
Industry leaders like Netflix, Amazon and Starbucks are great examples of behavior-based marketers. Every day, they use personalized marketing campaigns and strategies to provide consumers with relevant experiences based on their behaviors. In fact, 60 percent of Netflix rentals stem from personalized messages based on customers’ previous viewing behavior and 35 percent of Amazon’s sales are directly attributed to suggesting products individuals might like based on their unique behaviors and purchases.
“By captivating their customers in the right moment and delivering relevant experiences, brands like these are witnessing higher conversion rates and increased customer loyalty,” stated Forbes.
In fact, there are many advantages to adding behavior-based email campaigns to your marketing mix, including:
Ideal candidates for behavior-based emails are people who recently have taken certain specific actions on your website, social media platforms or emails. As they take actions or don’t take actions, those behaviors are logged into their buyer profiles, helping you create richer and more meaningful data. Here are some examples of behaviors worth tracking.
Website visitors’ behavior-based interactions:
Email behavior-based interactions:
Social media behavior-based interactions:
While companies can take action on many consumer behaviors, not all will be action-worthy. You must determine what actions users take (or don’t take) that are worth responding to—in other words, which behavior-based emails will help you achieve your marketing and sales goals. Here are five examples of consumer behaviors that can trigger email responses, the relevant behavior data to collect and examples of actions you can take.
Relevant Behavior Data — Examples of website browsing behavior data include web pages visited, links opened, products browsed, content viewed or downloaded, session duration, keywords searched, number of pages viewed and forms filled out.
Actions to Take — Collecting data about the content people view is invaluable for sending relevant tailored followup content such as:
Relevant Behavior Data — Examples of engagement measurements include emails opened, emails not opened, offers responded to, last interaction, responding frequency, bounced and open times.
Actions to Take — Winning back inactive customers can be achieved by sending them re-engagement messages showing you care and value them, for example:
Relevant Behavior Data — Examples of social media interactions include message sharing, retweeting, Facebook mentions and navigating to website from social platforms.
Actions to Take — Following up on social media interactions gives companies an ideal opportunity to increase long-term relationship ROI by building and offering rewards. Follow this up with any relevant content that may further this interaction such as:
Relevant Behavior Data — Examples of purchasing behavior data include what purchased, quantity purchased, frequency purchased and date purchased.
Actions to Take — Send customers a post-purchase series that shows appreciation for their purchase and a willingness to please them, such as:
Relevant Behavior Data — Examples of incomplete actions include purchase history, deposits, withdrawals, cart abandonment, session duration for a specific product link and form completion percentage.
Actions to Take — According to research, nearly 79 percent of people who initiate an order online don’t complete it and most of the time it comes down to cost and timing. Similarly, people often start completing forms, but never finish. Nudge consumers to finish the actions they started using trigger-based emails, such as:
With behavioral email marketing, the customers are at the steering wheel choosing when and where to interact with your content. Your job is to track their relevant behaviors and create strategic responses designed to help achieve your business goals. By leveraging prospect and customer activity and responding with behavior-based email marketing, you gain the opportunity to boost prospect conversion rates, improve customer retention and grow your profits.
However, you can only launch an effective behavior-based email strategy if you have the right marketing and sales software in place. Find out how to get more out of your HubSpot investment in this information-packed eBook.
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