How behavioral targeting will improve your email marketing

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Although behavioral targeting is one of the most effective email strategies , surprisingly few marketers use it. Perhaps due to a lack of technical know-how, perhaps due to a lack of awareness of this tactic. That's why we're bringing you insight into the topic along with a guide on how to effectively use behavioral emails for more successful business.



What is behavioral targeting in marketing?


Behavior means behavior. In this case, it is the behavior of your website visitor . It is their activity that determines the form of the email they subsequently receive. Based on the consumer's digital behavior, you can tailor your response.



In layman's terms - no mass emails with the same content for everyone, but individual emails, tailored to each individual customer .



Benefits for users


With behavioral targeting, your existing and potential customers will gain:



a feeling of being special due to a very personal action and a uae email list feeling of importance due to your immediate reaction to something he/she has just done,
a very positive consumer experience associated with your brand,
the opportunity to keep up with news only in the area that interests them.


You will deprive your clients of one thing, but it will definitely not be a loss. You will eliminate the display of unwanted ads and information.



Benefits for you


These are, of course, closely related to website visitor satisfaction. If you provide them with the above benefits, you can expect:



the user's willingness to return and become a loyal customer ,
a general increase in trust in your brand,
better results of advertising campaigns.


Tracking user behavior allows you to reach the right people interested in your products or services. You will stand out from the crowd of competitors and gain your own loyal “audience”. You will give consumers exactly what they want. In essence, you will create a segment of one .



How to do it in 3 steps


Enough theory, now it's time to put it into practice.



1. Observe, explore



The first and main step, without it you can't do it. Watch how people interact with your business online. Use all available channels to explore their behavior. Not only the website, but also social networks help to "listen" to users and learn as much as possible about them .



Essential user activities :



website activity,
activity on social networks,
email connection,
sending the form,
conversion.


To be able to collect and store this knowledge for individual contacts, you need a suitable software tool, such as HubSpot.



2. Evaluate



You already know that a behavioral email is an appropriate response to an action taken by a prospect. The second step is to decide what action to respond to.



These could be, for example:



visit the pricing page,
Abandoning the shopping cart before completing the sale,
social network interaction,
reading a blog article,
viewing specific products.


One example for all



Action: Displaying specific content on your website – e.g. case studies.



Response: Submitting the same or similar content – ​​your most successful case study.



And one more from practice



If site visitors abandon their shopping cart without completing a purchase, designer fashion house Kate Spade New York sends this email:



Email after cart abandonment.


Source: Campaign Monitor



3. Chat



The final step is to write an engaging email that will start a conversation with the user. It should meet the three main criteria of effective emails, being their ideal compilation.



So a behavioral email should be :



well-timed,
action,
personal.


Keep the user's attention with an appropriate conversation and the right offer, or even a call to action .



This is how Spotify does it:



Keep the user's attention with a call to action.


Source: HubSpot blog



And Spotify again. Based on the music their users listen to, they create individual advertising campaigns to sell tickets.



Individual advertising campaigns according to Spotify.




Source: Spotify


What about email metrics?


We have already written about the most important email marketing metrics . Now, in short, we can say that behavioral targeting will mainly positively affect these indicators:



click-through rate,
conversion rate,
return on investment.


Of course, all of this can lead to the main goal of all marketers – increasing sales. So get started!