For those of you that don’t already know, behavioural email involves targeting based upon customer’s website behaviour. This could be looking at what they have browsed, added to their basket or what searches they have made. Here are some key techniques of what to consider with your behavioural email marketing:
You need to be quick. With cart recovery emails we recommend an hour, and for any other activity follow-up we always recommend the next day at the latest. It is essential that you stay in the front of your customers mind whilst they are carrying out research on potential products.
Link with purchase history
We have all bought something on the web, only to continue to experience adverts showing the items we have just purchased on every website we visit for days on end. With all behavioural email campaigns it is vital to make sure you integrate them with purchase data to ensure that if someone has purchased an item you don’t keep sending them emails on the topic.