Top Tips For Running Behavioural Campaigns
1. Be Timely
Timing is key for behavioural email marketing campaigns. It’s important that you stay in the front of your customer’s mind whilst they browse and research on potential products. With situations such as cart recovery emails, following up within the next hour is advisable, and for other activity, the following day.
2. Link With Purchase History
It’s essential to avoid frustrating your customers after they have made a purchase. By integrating your email campaigns with purchase data, you can avoid this and ensure that once someone has bought an item, they don’t receive further emails on that topic.
Be sure to implement some frequency controls to ensure that customers don’t receive an email every time they visit your website without making a purchase. A good general rule is to send no more than one of these emails to your customers within a 30 day period.
4. Don’t Be Big Brother
It’s great being able to identify what customers have browsed on your website, however, many customers don’t like the thought of being spied on. Therefore, try and be a bit more subtle in your copy, avoiding terms such as ‘Recommendations based upon your last visit’ or ‘We’ve seen that you’ve been browsing…’, but instead, try non-invasive text such as ‘Perhaps you may like…’ and ‘Recommended for you’.
5. Understand The Customers Intent
Behavioural email marketing campaigns can be highly effective, but of course, the customer’s intent needs to be fully understood. For example, if you are a clothing retailer and a customer has been browsing a certain style and brand of winter jackets, don’t just send them an email full of generic jackets, but instead, provide them with recommendations that fit in line with the style and brand they were researching.
6. Suppression From Normal Emails
By implementing a suite of behavioural emails, you run the risk of inundating your customers with emails from you. Therefore, it’s vital to make sure there is no overlapping criteria so that anyone who is due to receive a behavioural triggered email is excluded from your normal weekly campaigns.