91% of Americans are open to receiving marketing emails while marketers are too, in awe of them. Emails are probably the only customer-initiated, privacy-driven yet heavily customized, one-on-one marketing channel. These qualities earn it a preference among other avenues, with behavior-based emails being hot favorites from an outreach point of view. This article will summarize my understanding of behavioral emails as an email marketing specialist for your perusal. Hopefully, by the end of this article, you will have a deeper insight into the topic and will use these emails better. Let’s get started.
Behavioral email marketing is a trigger-based, customer-centric communications approach that allows you to deliver immediate value to consumers based on their activities. Customers determine what emails they get by their actions instead of traditional campaigns, where the marketer selects what messages to send.
It’s an approach that enables the marketer to assist the dialogue while allowing customers to stay in control of when, where, and how frequently they get emails.
Welcome messages, receipts, shipment confirmations, account statements, and a slew of other transactional or triggered emails are typical examples of behavioral email messages. They also feature more dynamic outreach, such as geofence-based communications that send a message when a customer comes close to a business. Consumers do not only expect these sorts of communications, but they also perform better than promotional marketing emails.
The evident advantage of behavioral email marketing is that you can quickly and automatically reply to important client actions while providing highly contextualized content for a better customer experience.
Behavioral emails are beneficial to a company for a variety of reasons:
You’ll need to utilize a marketing service to send various sorts of behavioral emails. It will assist you in automating mailing without the need for a coder on staff.
There can be many emails that can be classified as behavioral, as evident from the above discussion. However, we will refer to the three of the most common behavior-based emails as mentioned below:
Welcome, FAQs, onboarding, and getting started emails are examples of these types of emails. Their mission is to greet visitors warmly and enlighten them about the advantages of working together.
Subscriptions, events, purchases, sign-ups, downloads, and opt-ins are all examples of actions that might trigger emails. Their objective is to express gratitude and provide information about the transaction’s specifics to improve trustworthiness.
Viewed products/ services, abandoned carts, shared articles, account activity reports, watched videos, posted comments, items added to a wishlist, and other events trigger this type of behavioral email. Its objective is to turn interested users into purchasers.
It’s important to note that identifying the visitor’s specific activity during the customer cycle is critical. It also guides us in understanding what message to send depending on their position in the sales funnel.
Do you want to learn more about implementing behavioral email marketing? The following are the steps you should take for getting started with behavioral messages:
Onboard: Set up a welcome email that is sent automatically to all new subscribers who complete the registration process. Use this email to educate them about the value that your company provides.
Educate: Provide users with useful information to help them have a better experience with your brand. Industry news, recommendations, and new product feature updates may help a company keep in touch with its customers while educating them.
Subtly attract attention: To recoup lost income, marketers should send targeted emails with strong CTAs that visitors won’t be able to ignore, encouraging them to return to their abandoned carts or wishlists with products in stock.
Remind: Customers expect marketers to be helpful. Remind customers when free trials are about to expire, when their favorite product is in low supply, when an item on their wishlist is currently in stock, and so on. In this manner, you can show that you care while also increasing revenue.
Obtain Feedback: Provide channels for prospects and consumers to provide feedback when they take action. Marketers may utilize this data to improve the user experience.
Responding to crucial client actions with behavioral email marketing is indeed a part of a well-thought-out strategy. But, to be clear, this isn’t the easy way out despite any advanced automation workflow you may use. And any email marketing specialist worth their salt will tell you the same. Although it may appear to be a set-it-and-forget-it technique, it is far from that. A complete engagement and retention plan that includes those one-off ads that every marketer loves works well with behavioral messaging based on how well you adapt to evolving expectations through constant involvement.
Author: Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.