All that you need to know about Behavioural Email Marketing!

June 23, 2017
June 23, 2017 Digitalabs

Email marketing has gone through a journey of its own. Most of the email marketing have now been sensitized to reflect the customer’s search history, taste and preferences. In a traditional email marketing setup, the marketer create a segment of people that might find that offer valuable and email that group of people, often out of the blue. However, behavioral email adopts a user-focused approach to sending email and it is the actions of the site visitors that dictate what emails they receive, not a decision made by a marketer.Behavioral email, or sending targeted emails to your contacts based on their actions and behaviors, is one of the most valuable email strategies an inbound business can adopt. However, it is a surprise that very few business are diving right into at as they should. It might because of lack of technical know-how and strategic vision and education on the topic. Let this article walk you through the basic steps to make your behavioral email marketing strategy a success.

Welcome Email: Welcome the customers onboard with a warm and cheery welcome email for new customers who complete registration as it is great way to introduce your new website and monthly email newsletters, so your clients and prospects get a heads up on what’s coming! The welcome email also provides an opportunity for subscribers to opt-out from the newsletter subscription if they wish.

Educate: Build a last relationship with your new users by providing information that enhances their overall experience with your brand . Send them offers or other valuable insight about your product, share tips, industry news, etc, to make them feel like the ‘part of the team’ and in the know everything.

Nudge: It is important to nudge your users to return to their abandoned shopping cart or a key actions with targeted messaging highlighting what the value of the product. However, it is important to keep it within limits so that we don’t go overboard.

Remind: Be your user’s savior, by alerting them when their free trial is due to end, if their storage is running low, etc. This strengthens the relationship with the customer and helps the brand earn their trust and offer value at the same time.

Notify: Keep the attention of your audience by notifying them of interesting moments and keeping them in the loop about any new additions in the inventory, any recent buys by their friends, etc. This will earn you the brownie points and keep your customers on their toes.

Request: After a customer takes a certain action, provide opportunities for customers to give feedback so that you can continue improving your services and give them a better experience with your brand. Incentives to encourage higher levels of survey completion is a great idea as it, ensures higher degree of responses.

Behavioural emails syncs itself to the psychology of the customer, and makes them feel valued and not targeted just for the sake of the purchase. It is like a highly personalised email and hence does not sound like an impersonal ad that knows nothing about you. The clear advantage with behavioral email marketing is that a marketer is able to immediately and automatically respond to key customer moments and provide highly contextualized value for a better customer experience. They also include more dynamic outreach, like sending location-based messages that use geofences when a customer walks near a store. Not only do customers expect these types of emails, they also perform better than promotional marketing emails. Behavioural email marketing is highly influential, given that over 75% of email revenue is generated by triggered emails.

Author Bio: Agam Chaudhary is a marketing consultant, with an extensive experience of over 10 years in the marketing domain. He specializes in digital marketing, marketing trends and strategies and provides valuable insights for the Digitalabs team, an interactive digital agency of repute. Contact him at agam@digitalabs.in.

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