What is Behavioral Email?
Behavioral email is the marketing strategy that generates targeted or automated emails to users simply based on their interaction and experience with a company’s website. This form of email marketing is solely based on a user’s behavior and engagement through a company’s website or social media channels. In essence, a behavioral email only engages with users based on their specific trend and pattern of interactions. Depending on their engagement, email marketers will establish the types of email campaigns the user will receive. This is an optimized method of email marketing as it prioritizes the needs and interests of users which can result in a stronger response rate.
How Behavioral Email Works
In order to implement behavioral email marketing campaigns, there is a series of steps marketers must follow in order to track behaviors to target the emails.
- Track User’s Interaction: The first step is to collect the right data in regards to a user’s session. This is the primary source of information that will determine the subsequent email campaigns that will best match what the user is particularly looking for. Through the various channels that a company will communicate to its users, each platform is a chance to track the engagement, behavior and interactions of the visitors. Once these insights have been tracked, the email marketer will then need to store this information to be able to utilize it and better personalize future email campaigns for users.
- Determine User’s Actions: The driving force behind behavioral emails are the decisions users make when engaging on a company’s website or social media channels. The benefit behind this process is that these email campaigns will be expected by the user as a reaction to what they initially inquired or searched for. Thus, it’s important for marketers to determine the main action from a user’s behavior so that they can use that information and act accordingly with the type of follow up they conduct.
- Start the Conversation: Once a user’s behavior has been tracked and understood by the email marketer, the final step is to begin the appropriate conversation with the user. The collection and interpretation of data will signal the related campaign that will ultimately connect more with the different groups of users. Among the actions determined, they may fall under one of three categories that will ultimately determine the right email campaign. The three categories are timely, personal, and action-based. With the various forms of user data and insight, a marketer can filter the information into these three categories which can send multiple campaigns matching the compatibility of the various behavioral patterns.
Benefits of Behavioral Email
The benefits of behavioral email are apparent in that they present a calculated approach to maximizing engagement and response with users. This tactic can prove to visitors and users that the company understands the needs of their audience as well as provides accurate information to continue to respond to their actions. This level of personal understanding has the potential to create a strong impression with the target audience as well as develop a level of trust and value behind the campaigns.