Behavioural targeting is where you target individuals with relevant and timely messages based on their behaviour with your business. It sounds simple, but what data can you use to develop your email marketing strategy and send emails your customers will be interested in?
We’re all familiar with transactional emails – automated messages sent when a customer performs an action on your website such as placing an order, submitting an online form or downloading a guide. However, retailers are now taking it a step further by crossing over channels and gathering email addresses in store to send electronic receipts and build a relationship with the customer after their purchase.
Transactional emails acknowledge receipt of an action and help you to stay connected, but what about using other behavioural data to enhance their experience with your brand?
1. Email Engagement
From emails sent you should be able to see who has opened, clicked, unsubscribed etc. Use your open and click-through data wisely to determine what emails will or will not be sent to the recipient next. For example, if a customer opens your first email and follows the action required then you can put a hold on them receiving the second email, but those who don’t click through you can follow up with a second and third email in the series.
Can you track what links your recipients are clicking on in your current email marketing platform? You can use this data to follow up with more information on that particular product or service they’ve clicked on to warm them into making a purchase.
2. Browsing Behaviour
If a customer is logged into your website you’ll be able to gather a whole lot of information on their browsing behaviour. This will enable you to trigger browse abandonment emails but also build on your customer’s preferences to tailor future marketing emails.
For example, if you’re a fashion retailer you could gather information on the products and categories your customer looks at most, the clothes and shoe sizes they filter by, and more. Does your customer go straight for the ‘New In’ category or ‘Sale’ category? By storing this information you can trigger emails with content more relevant to their interests.
3. Purchase Behaviour
Following on from the above, customers will progress onto adding items to their shopping cart and there will be a large percentage who abandon their order. There are various motivations behind this type of behaviour, but you can use the information collected to trigger a series of cart abandonment emails tailored specifically to the individual customer.
Don’t forget about your customer’s purchase history data and use it to tailor future marketing emails. By looking at what they’ve bought recently you can upsell other products, such as compatible ink cartridges for a printer they recently purchased. You can also use this data to build on their preferences – what types of products do they buy, what’s the average order value, do they ship internationally? By gathering this information and tailoring emails you’ll make it easier for your customers to purchase by promoting things they are interested in.
Help Setting Up New Behavioural Emails
Spend time thinking about where customer interactions take place and how you can use data to build emails relevant to your customers. There’s no harm in discussing ideas with your email service provider and finding out how you can make these happen.
Here at Emailcenter we have a team dedicated to helping clients develop their email marketing strategy and provide hands-on support when implementing automated campaigns. If your email service provider also offers a professional support service I’d strongly advise getting in contact with them for assistance. They will have the technical know-how to put these behavioural email marketing programmes in place.